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Agentur für Kommunikation mit Geist, Witz und Salomo

Juni 14, 2008

Keine Substantivierungen: Ein Unternehmensberater spricht Klartext (1)

Unternehmensberater sind gefürchtet (und respektiert!?) für ihre Sprache: Sie klingen kompetent, sagen die einen – sie blasen Banalitäten auf, sagen die anderen. Eine Ausnahme scheint Bolko von Oetinger zu sein, wenn man dem Handelsblatt glauben darf.

Oetinger war Mitgründer und Deutschland-Chef der Boston Consulting Group (BCG) sowie Gründer und Leiter des BCG-Strategieinstituts. Gestern ging er in den Ruhestand.

„Unerwartet auch Auftritt und Ausdruck des schlanken Mannes in korrekt sitzendem Anzug. … keine Substantivierung als Wichtigmacher für Unwesentliches“, schreibt das Handelsblatt.

Ärgerlicherweise reiht der Handelsblatt-Autor selbst drei Substantive aneinander, aber mit seiner Bemerkung “Wichtigmacher für Unwesentliches” hat er Recht: Im Unternehmensberater-Deutsch heißt es leider „Kostensenkungsprogramm initiieren“ statt „anfangen zu sparen“ und „eine Untersuchung durchführen“ statt „untersuchen“. Hört sich ja wichtiger an!

In beiden Fällen wird ein Verb verwendet, das selbst keine Aussagekraft hat („initiieren“ bzw. „durchführen“) und daher ein Substantiv braucht – und dieses Substantiv war ursprünglich ein Verb („senken“ bzw. „untersuchen“) und muss daher substantiviert werden.

Merken Sie, dass sich „substantivieren“ besser anhört als „Substantivierung“? Das Wort „Substantivierung“ ist sozusagen negativer Beweis seiner selbst!

Typische Verben, die selbst keine Aussagekraft haben und daher ein Substantiv erfordern, das aus einem Verb gebildet wird:

  • bewirken: „Das bewirkte eine Veränderung“ – besser: „Das änderte …“
  • machen: „Wir machten Mitteilung“ – besser: statt „Wir teilten mit“
  • sorgen für: „Das sorgte für eine Beeinträchtigung“ – besser: „Das beeinträchtigte“

Praxis-Tipp: Vermeiden Sie „–ung“ und verwenden Sie möglichst keine nichtssagenden Verben wie “erfolgen” oder “durchführen”!

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