I hate that cliché about people from Yorkshire ‘saying what they mean and meaning what they say’. Words are rarely that straightforward or unambiguous.
This is how tiny changes in words you hear impacts your thinking
One example Lakoff mentions in his book is George W. Bush’s usage of the phrase “tax relief” on the day he arrived in the White House. Consider the framing around the word “relief.”
Lakoff writes: For there to be relief, there must be an affliction, an afflicted party, and a reliever who removes the affliction and is therefore a hero. And if people try to stop the hero, those people are villains for trying to prevent relief. When the word tax is added to relief, the result is a metaphor: Taxation is an affliction. And the person who takes it away is a hero, and anyone who tries to stop him is a bad guy. This is a frame. It is made up of ideas, like affliction and hero.
The problem with ‘Hey guys’
There are, of course, plenty of people—including many women—who have no problem being addressed as “guys,” think the word has evolved to be entirely gender-neutral, and don’t see a reason to change their usage. But others aren’t so sure. “I think there’s a really serious and welcome reconception of gender lines and relationships between sex and gender going on,” says John McWhorter, who teaches linguistics at Columbia University and has written several books about language. He says “something has crested in particular over about the past 10 years”—something that has people examining their everyday communications.