Feb 13 2013
My friend thinks the The Weather Channel’s decision to start naming winter storms (the latest of course being “Nemo”) is brilliant in terms of a marketing move. I disagree, preferring to grant that authority to the National Weather Service, which started naming hurricanes in the early 1950s to clarify things while reporting on the movements of multiple storms along the same coast. Everyone is familiar with the alphabetical model that begins ever new year with the A’s and moves on up, alternating female and male names (beginning in 1979 after storms were exclusively named after women for three decade)s. Now the names are assigned by the World Meteorological Association.
Last week the Weather Channel jumped into the name game and dubbed what would otherwise be called the Blizzard of ’13, “Nemo.” Along with their on-the-beach reporters who look so daring in their terrible L.L. Bean raincoats (I’d have a lot more respect if they were out there in real foul gear like Grundens or Henri Lloyds, L.L. Bean has mostly made crap for the last twenty years), the decision to assume the mantle of official storm-namer is pure b.s. with an gleaming eye towards grabbing more audience and eyeballs.
I’m by no means the first grumpy person to call foul and criticize TWC for such a blatantly commercial move. Other than giving the social media crowd a convenient hash-tag to tweet, naming blizzards doesn’t accomplish much in my opinion other than to reinforce the channel’s cheesy and breathless approach to each and every weather event that drives viewers to their channel. I realize that in weather “heavy” areas of the country — I’m thinking about the Florida Keys — the Weather Channel is standard fare on most TVs in diners and bars, enough so that I’ve come to expect it while tucking into a plate of biscuits and sausage gravy turned pink with a couple blasts of Gator Hammock sauce before heading out for a day of bonefishing.
I prefer my weather straight from the official source, or as close to the source as possible. That means no Accuweather, no Weather Bug, no Weather Underground but straight to the National Weather Service which does an excellent job without resorting to advertising-aimed-at-the-elderly for reverse mortgages and diabetes supplies that are otherwise-ignored channel’s bread and butter. I’d rather read a professional forecast discussion written by a PhD level meteorologist than listen to some soundbites by a cheese-dick gesticulating in front of a green screen projection of a weather map with the inevitable graphical phallus protruding from his groin. I want to compare the models, dwell on the millibars and follow the tracks and maybe actually learn something.
The Weather Channel deserves all the criticism it gets for this move. No competitor will honor their names and indeed they might start dubbing storms with names of their own (which some did). The official keepers of the weather, the NWS and the NMO don’t give snowstorms, blizzards, tornadoes, or earthquakes names because, quite simply, these events are very local, don’t affect a large swath of geography the way a cruising hurricane can, and generally don’t occur simultaneously with other events that might cause public confusion. I don’t want my natural disasters to be sponsored by Cialis.
The Atlantic Monthly has a good piece online about the absurdity of Nemo.
And in closing, the late great paleontologist George Gaylord Simpson, on the futility of naming things:
“The passion for naming things is an odd human trait. It is strange that men always feel so much more at ease when they have put appellations on the things around them and that a wild, new region almost seems familiar and subdued once enough names have been used on it, even though in fact it is not changed in the slightest. Or, on second thought, it is perhaps not really strange. The urge to name must be as old as the human race, as old as speech which is one of the really fundamental characteristics by which we rise above the brutes, and thus a basic and essential part of the human spirit or soul. The naming fallacy is common enough even in science. Many a scientist claims to have explained some phenomenon when in truth all he has done is to give it a name. “