Paradigm is a “consciousness” term. One of the best known ways to demonstrate it is visually, not verbally, there’s a really famous illustration of three forms, if looked at one way, the form in the middle would be the first thing you see, a lamp with a fancy shade. Looking at it from the two side forms it’s two human faces close to each other.
I think but could be wrong, it’s part of the Rorschach series. Much like when we look at clouds, and see faces in them, or animals, flowers, sometimes extremely profound abstract concepts. But whatever we see is a projection of what we were looking to find anyway. Fear or hope, love or hate, friend or foe, food or poison, human faces or lamp. In European Celtic lore the moon has the face of a man, in Japan it’s a rabbit.
Abstract the paradigm a little, with the faces in the original, are they arguing, speaking words of wisdom, about to kiss?
Advertising companies need the psychological data from mass sources, years ago it would take, well, years… to form a basic paradigm from data collected around the world. And then modify it as needed. Which would also take considerably longer than it does now, each modification taking between a week or a year.

Now, with Twitter especially, web logs and Facebook, which could be described in advertising terms as “Weblog Lite”, we (or more importantly “they” whoever “they” are on any particular day) can analyze with a fair amount of accuracy what the people across the world are thinking on any subject, simply by counting the occurrences of any given word or short phrase.

Key Words. If the keywords show up steadily over the course of a normal work day, 8 hours would be a good arbitrary starting point, they become “Trending” keywords.

Using those trending keywords in the short term could make huge differences in Capitalist Stock Exchanges because you can literally buy or sell an entire nation’s production within those 8 hours. Knowing what words are most interesting to most people, at least from the representative sample of words used on the internet, can show you which products, services or concepts people are most willing to buy within those 8 hours. From the point of view or “base paradigm” of an independent grocery store owner, who purchases a week or month in advance, the keywords have to trend for whatever his spending cycle is, a week, two weeks, a month..

People in marketing literally sell their own lives because in order to succeed they have to buy other peoples thoughts and then resell them. They HAVE to live on what other people are saying.

In 1925, Aldous Huxley wrote a short novel, “Brave New World”, where he didn’t mention things that were on the verge of becoming technical reality, like the Television, Nuclear Explosives, antibiotics, reliable chemical birth control, or advances in what was then a 250 year old invention of a French mathematician named Blaise Pascal, “the Pascaline”, a mechanical calculator using binary logic. Instead he focused on technologies, some of them apparent dead-ends, like eugenics, Pavlovian conditioning (not a dead end) and Marketing.

Or “Social Engineering” or “Emotional Engineering” and one of his characters actually references Shakespeare as being a “Brilliant emotional engineer”.

Huxley noted the degradation of language through simplification of keywords.

Nearly two decades, several revolutions and another world war later, Eric Blair (Orwell) wrote a book mirroring the Capitalist Dystopia of Brave New World… “1984” where, again, deliberate perversion of language in a totalitarian government which used a socialist economy as a control mechanism (Orwell was a Socialist himself) presented another path to totalitarianism.

It wasn’t the economic models themselves which made the Dystopia, it was the (uncomfortably true) nature of “Type A” personalities to desire dominance over other people and systematically taking it, using the one tool at the core of each such system, persuasion. Getting the other people to “buy into” being controlled.

So now we have in OfficeSpeak (NewSpeak from 1984) the “buzzword”.

Why that becomes important to blue collar people such as I used to be until the day I stepped off that roof, is the white collar office workers are all, in one way or another, selling. And using buzzwords, keywords, paradigms, catch-phrases.

If people ever wonder what an English Major or Creative Writing in college has to do with the “real world”. that’s it.

Aldous Huxley wrote a sequel to Brave New World, tacked the word “Revisited” on the end, taking into account data processing with word usage as the original data. Still before the internet.
The Right Wing are so frightened of that concept that they held massive rallies last September because the President of the United States dared to have a televised address to schoolchildren telling them that education is important. And they have attempted steadily to cut off Public Education since its introduction.

The “leaders” apparently don’t want Blue Collar children to even have the capacity to express or understand anybody else expressing the concept of them gaining social or economic equality with our Masters in the Parasite Class. They’d prefer that the children are indoctrinated by perversions of Religion which teach that the King/President/Policeman/General is always right and that God commands us to Obey our leaders. Thus making it not only treason, a capital offense for which the King can kill you, to dare to think yourself his Equal and not his servant… it becomes Blasphemy, a capital offense where you suffer the pains of Eternal Hell Fire for daring to suggest that we, the Working Class, are equal to the “management” Parasites.

That and they condemn Brave New World as “pornography”.