ByteDance and Kuaishou Launch Anti‑Jargon Campaign: From WC Posters to Clear Communication

What is “black talk” (jargon)?

In the internet industry, “black talk” refers to highly specialized terms that are hard for outsiders to understand, becoming a kind of exclusive language.

Common modern workplace buzzwords include 复盘, 赋能, 拉齐, 加持, 落地, 串联, 协同, 反哺, 布局, 联动, 细分, 梳理, 抓手, 组合拳, 体感, 引爆点, 点线面, 精细化, 结构化, 耦合性, 端到端, 短平快, 颗粒度.

When these terms are combined, the author wonders what they actually convey.

ByteDance recently posted anti‑jargon cartoons in its restrooms, encouraging “no jargon, clear expression”. The posters are placed where employees frequently look, aiming to make them reconsider their wording.

ByteDance leadership once announced that the company would no longer use “black talk”, but the effect was limited because jargon is deeply entrenched.

The author supports the anti‑jargon effort, noting that unnecessary jargon complicates simple matters.

Jargon also reduces communication efficiency, contributing to overtime as employees spend more time deciphering language.

For example, the term 赋能 is often added to make business cooperation sound impressive, yet it often remains vague without clear meaning. Similarly, the word 抓手 is unclear in practice.

The spread of jargon is not accidental. On one hand, rapid industry expansion and competition drive people to create buzzwords to showcase professionalism and innovation. On the other hand, jargon becomes a marker of group identity, forming an “in‑group” while outsiders feel excluded.

The “anti‑jargon movement” is deemed necessary because it can cleanse internal language, improve efficiency and communication, reduce misunderstandings and conflicts, and thus protect project progress and quality.

Kuaishou, ByteDance’s neighbor, has also joined the anti‑jargon effort with similar restroom posters.