43. Memorandum From the President’s Special Assistant for National Security Affairs (Bundy) to Members of the National Security Council Staff1
SUBJECT
- Useful Terminology
The U.S. Information Agency has been evaluating certain words that are commonly used in our official output and public statements. They have found that certain words do not translate well or have an unfavorable impact on target groups. As a result, instructions have been issued within the USIA that certain words be no longer used.2
[Page 125]The words or phrases to be discontinued are “under-developed countries,” “undeveloped countries,” “backward countries,” and any similar terms. In addition, “emerging countries” is not considered to be good, and the use of “now” before “developing” and “modernizing” is confusing in translation in most languages.3
As substitutes, the words which translate best in all languages and are positive in their connotations are “developing countries” and “modernizing countries.”
The evaluation of terminology is continuing and substitutes are being considered for such terms as “East-West,” “Cold War,” “pro-West,” “pro-American country” and many others which are misleading, inaccurate and not in our best interests.
Mr. Murrow would appreciate receiving any suggestions we might have as to words or terms which are not in our national interest when exported and for which we feel we should make an effort to work out meaningful substitutes.
- Source: Kennedy Library, White House Central Files, Subject Files, Executive, Box 184, FG 296 U.S. Information Agency 1-20-61–7-31-61. No classification marking. Copies were sent to the White House staff. A stamped notation indicates that it was received at the White House on July 28.↩
- In a July 19 memorandum to Thomas Sorensen, copies of which were sent to Schlesinger, Bundy, Rostow, and Tubby, Murrow directed Sorensen to “get the word around the Agency to drop from our lexicon” certain words. Murrow’s memorandum is printed in Foreign Relations, 1961–1963, vol. XXV, Organization of Foreign Policy; Information Policy; United Nations; Scientific Matters, Document 127. Schlesinger responded to Murrow in an August 1 memorandum, indicating that he was “delighted to hear of your assault on the clichés of the cold war. We have long needed a little anti-semanticism around here.” He also inquired: “Does USIA still use ‘free world’ as including Spain, Portugal, Paraguay, Haiti, Taiwan, etc.? I think we should be careful about that. Also, don’t you think we could begin to recapture the word ‘democracy’ from the enemy?” (Kennedy Library, Schlesinger Papers, White House Files, Subject File, 1961–1964, Box WH–23, United States Information Agency) An earlier draft of Schlesinger’s August 1 memorandum, which was handwritten on the July 19 covering memorandum Murrow used to transmit a copy of his July 19 memorandum to Sorensen, is ibid. Wilson, in an August 15 memorandum, thanked Schlesinger and noted that USIA did “indeed use the expression ‘free world’ to mean the countries outside the Sino-Soviet Bloc. We hope to find a more accurate term and encourage its use throughout the Government, because so much of what the Agency says is literally in direct quotation of official statements and documents.” (Ibid.)↩
- In a July 7 memorandum to Payne, Stephens discussed substitutes for the phrase “underdeveloped nations”: “The consensus is that ‘developing’ and ‘modernizing’ are the best for our purposes. The ‘now’ would be confusing in translation and ‘developing’ carries the same meaning. ‘Emerging countries’ is not considered so good. The ‘emerging’ has some of the connotations of the old colonialism and is more political than ‘developing’ and ‘modernizing’ which have a more economic meaning.” (National Archives, RG 306, Director’s Subject Files, 1961, Entry UD WW 142, Box 7, Policy and Plans—General (IOP) 1961 July–December)↩
- Printed from a copy that bears this typed signature.↩