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The general semantics discipline was founded by Korzybski, who gained recognition first with the publication of Manhood of Humanity ( 1921 ) and then Science and Sanity ( 1933 ).

Some of his ideas were popularized by Stuart Chase in The Tyranny of Words in 1938, and by Samuel Ichiye Hayakawa, in Language in Action in 1941 ( which later became Language in Thought and Action ).

Also influential was the magazine ETC: A Review of General Semantics, founded in 1943.

The name of the magazine, ETC, was a play on a fundamental notion of Korzybski's that names or descriptions do not exhaustively convey all of an object ’ s properties ( the word " steak " does not convey the possibility of harmful bacteria, for instance ).

We can hardly refrain from describing things altogether, but we can bear in mind that we could append to any name or description the word ' etc.

', to indicate that the label is only a subset of the total set of possibilities.

There is always more that can be said about anything.

ETC magazine was founded by Hayakawa, who was a professor at San Francisco State College and member of the U. S. Senate during the Carter administration.

His Language in Thought and Action, went through several editions and is concerned in part with the confusion of words with reality.

Hayakawa ’ s work coincided with the advent of television broadcasting and contained early warnings against the dangers of mediated reality that television embodied.