patronize (2009-05-03)

Part of Speech: verb

Pronunciation: ['pey-trê-nIz ]

Definition: (1) To serve as a benefactor (patron) or sponsor of; (2) to visit regularly as a customer; (3) to address in a condescending, superior manner.

Usage: In the sense of visiting as a customer, today's word reflects a rather elevated style, certainly it is more literary than "shop at," "I don't patronize business establishments whose parking areas accommodate compact cars." Speaking of condescension, this word expresses that attitude acceptably at all stylistic levels, "Don't patronize me by asking me so politely to take out the garbage when you know I have no choice in the matter."

Suggested Usage: "Patronize" is the verb in a large family of words that include "patron," its adjective, "patronal" [pê-'tro-nêl], the feminine "patroness," and the noun expressing the relationship of a patron: "patronage" ['pæ-trê-nij].

Etymology: Today's word comes via Old French from Medieval Latin patronus, from Latin, from pater, patr- "father." The meaning originally referred to someone who looked over you like a father, as a patron saint protects his or her charge. Composers, painters, and other artists of the 18th and 19th centuries lived on the patronage of wealthy patrons. Since a patron financially supports his or her charge, it was easy to transfer this meaning to a regular customer who financially supports a business. However, since an patronized artist is totally dependant on the largesse of the patron, it is also clear how this relation could be taken as condescension.