The seemingly random use of quotation marks around ordinary words – a phenomenon often called “shout quotes” – has become a peculiar linguistic habit, particularly noticeable in older generations. From handwritten notes to presidential tweets, the practice can alter meaning, create confusion, or simply…emphasize things. But why is this happening?
The History of “Emphasis”
The practice isn’t new. While some speculate it stems from the limitations of typewriters, experts say using quotes for emphasis predates the machine. It’s rooted in early 20th-century advertising, where marketers were advised to use quotation marks to highlight unusual or eye-catching phrases, such as “Our ‘London-Best Coats’ are guaranteed to be rainproof.” This method aimed to draw attention, even if it was a bit clunky.
The rise of digital communication hasn’t helped. For those unfamiliar with bolding, italics, or underlining, quotation marks became a default way to add emphasis. As copy editor Amy J. Schneider notes, older users may simply be more accustomed to this method, while younger generations have grown up with easier formatting tools.
The Ambiguity Problem
However, the modern context has changed. Today, quotation marks often imply irony, sarcasm, or doubt. A note reading “I’m ‘sorry’ for eating your leftovers!” clearly suggests insincerity. This ambiguity has led to confusion and even humor, with online communities sharing examples of quote-mark-happy coworkers.
The issue is that the original intent – simply adding emphasis – has been largely lost in translation. Now, most people interpret these “shout quotes” as passive-aggressive or sarcastic.
Generational Divide?
While the practice isn’t exclusive to older generations, it’s certainly more prevalent among them. The habit may be a holdover from an era where alternative emphasis methods weren’t as readily available. But as language evolves, so too does our understanding of punctuation.
Ultimately, the use of excessive quotation marks is a matter of preference. Some find it annoying, others endearing. But with so much room for misinterpretation, most experts recommend sticking to bolder, clearer methods of emphasis: underlining, italics, or just plain old bold text.
The continued presence of “shout quotes” serves as a reminder that language isn’t static, and habits – even the peculiar ones – can linger long after their original purpose has faded.
