- Keep it simple
- Place it early
But there are, I think, other reasons why Lyotard's example is so rare. I started speculating about some additional of them, and I'd like to share them here... 'cause that's what blogs are for. Here's what I came up with (Take that, NEASWAP!):
- We're the Bourgeois - The primary use to which property owners dedicate their property is the acquisition of more property. We recognize the financial application of the principle -- thanks, AT&T! -- but perhaps there is an intellectual one as well, in which our "capital" is other people's attention and our purpose is to garner that attention into more attention. The most illustrative example I can muster at the moment is television news. On commercial news outlets, the tasty morsel may be hinted at (or "teased") at the top of the hour, but there's no telling how many commercial breaks you may have to endure to get to it and how disappointing the story turns out to be once you do. (This, by the way, is the strongest argument against a complete federal de-funding of public broadcasting: eventually sponsorship swallows the program it's supposed to be sponsoring.) We don't have commercial messages in peer-reviewed journals (yet), but we do long to keep the few people brave enough to begin an article reading through to the end. Of course, the acquisition of attentiveness begins with an important-sounding thesis, continues through of and ends with the promise that more could be written on the topic.
- We're the proletarians - Since I'm speaking in these kinds of Marxist terms, I figured I'd try to keep the metaphor afloat (in an effort to keep you reading through to the end). In one scene of Batman Begins, Lucius offers a complex-sounding, jargon-filled, science-y explanation of how he made an antidote to The Scarecrow's neuro-toxin. When Bruce asks him if he was intended to understand any of the explanation, Lucius explains that he just wanted to show just how hard he'd worked. This need to convince senior academicians of our diligence invests them with a spurious power of ownership -- spurious because of the inherently communal nature of intellectual pursuit.
- We're the managers - Some might consider the manager the middle ground between the owner and the worker, but I think a better model is that of a gatekeeper, who works at the behest of the owner to keep the factory running smoothly, but who holds no opportunity to advance into the realm of ownership him-/herself. This characterization is related to #2, with the words of the writer/manager in this case assuring that none of the intellectual "riff-raff" understand (and worse, be tempted to [ab-]use) language to express something important. Secretly though, we suspect that the pursuit we serve holds no special fondness for us.
- Actually have your ideas critiqued - those who are intimidated by dense prose are not always sure that they've gotten the idea. Hence their critiques are themselves uncertain and equivocating. If they easily understand your idea though, they are much more likely to reject it... with reasons... that others can possibly understand;
- Be broadly quoted but seldom understood (which is only a concern if you crave understanding; of course, this need suggests that academia might not be the place for you). I am informed that we live in a "sound-bite culture." If this is the case, you will have all sorts pretending to knowledge of your work by quoting something short and pithy-sounding. If #3 above characterizes your concerns, this fear might be enough to send you back to your Obfuscator 3000. (You do have one, don't you?);
- Become a "public intellectual" - The money that comes with this unofficial title is often fairly good -- well, better than the average tenured professor anyway. The drawback is that it comes at the expense of your peers' esteem. Sure, you'll probably still get that endowed professorship; and you'll probably get invited by the university president to all kinds of public(-ity) events; and you'll think you're writing ground-breaking books. But the rest of us will know that your success is Faustian, a sell-out of unprecedented proportions (not counting Coldplay). It was lucky for Lyotard that he followed up his description with rhetorically complex and conceptually multi-faceted explanation. Otherwise, Random House could have ended up publishing his work.