During the most dramatic paroxysms of the banking sector last autumn, they kept saying, in the media, that this was the worst financial crisis since the Great Depression. But I think a lot of people (like me, initially) heard that as: the worst economic crisis since the Great Depression.
And the thing is, they were using the terminology correctly. It was a very serious crisis of the financial system — that is, a banking crisis. And it was the worst one since the Depression. But it was not then and is still not (yet) the worst economic crisis since the Depression. So, assuming I was not the only one who misunderstood, there was a disconnect between what they were saying and what their audience were hearing.
I think the same thing is going on with the swine flu. The WHO have just raised the alert level to five on their scaring-the-shit-out-of-everyone scale, meaning that they fear a pandemic is ‘imminent’. The trouble is that when I hear the word ‘pandemic’ I think ‘Spanish Flu!’ or indeed ‘Black Death!!’. Death and devastation on a vast scale. Tens of millions dead.
Whereas what the WHO means by pandemic is something like ‘international outbreak of serious infectious disease’. A major public health event, but not necessarily with quite the overtones of The End Of Days. For example, I was surprised to learn that there have been two serious flu pandemics since 1918 — the Asian flu in 1957-8 and the Hong Kong flu in 1968-9. They both killed about a million people, so I don’t want to downplay them too much, but it’s not exactly the Black Death. Apparently something like 34,000 die from flu in the US in a normal year, and the Hong Kong flu killed about 34,000, so it was effectively an extra flu season.