Dictionary makers and journalists are breathlessly – if not desperately – publicising the latest online language – but do they really understand it?
One week on, I spoke to Chloe MacDowell of the UK Guardian newspaper, then to Marni McFall of the US Newsweek magazine on the topic of TikTok language and the online messaging mannerisms of Influencers and GenZ. Chloe was interested in one particular trending TikTok catchphrase, Marni in the whole panoply of 2024’s viral innovations.
Once authentic conversations and personal interactions (previously happening in private spaces or local communities) began to feature on the internet and in messaging and on microblogging platforms, language novelties, slang and faddish usages crossed over from a private realm into the global public domain. The latest slang and new language was visible, audible and immediately available to share. Obscure or exotic terms might quickly catch on and become viral favourites, spreading in some cases across the anglosphere more rapidly than print, broadcast or word-of-mouth transmission had ever been to achieve in the past.
Words and phrases began to function like memes, taking on sometimes a ‘multimodal’ aspect whereby sound and image could reinforce the purely verbal expressions that people chose to exchange and promote. Pre-internet there had always been catchphrases, what linguists call ‘vogue words’, slogans and soundbites, and keywords that somehow seemed to evoke or encapsulate some special aspect of the ‘zeitgeist’. What we have now is a much more knowing, deliberate intention (on the part of trend-setters, influencers, ‘thought-leaders’) to create new language to celebrate new identities and to promote new attitudes and lifestyle innovations to the widest possible audience.
Subcultures like surfers, valley girls, fanboys and girls, hip hop aficionados had always invented striking, expressive language and this is still true, but instead of niche culture we have ‘meganiches’, instead of subcultures we are dealing with globalised communities.
The fashionable language of TikTok and GenZ in particular is part of their wider obsession with vibes, aesthetics and microtrends, many of which arise and are discarded in rapid succession. The prevalent style is exhibitionist, self-promoting, allusive and often ironic, increasingly even absurdist, making it hard for outsiders to grasp the nuances in play. Older commentators and dictionary publishers struggle to keep pace, often misunderstand and record the terms in desperation (in their searches for ‘word of the year’ for example) just as they fall out of use.
The use of this language as an identity marker in an intensely competitive digital ecosystem means that the Gen Alpha cohort now ridicule GenZ usages as being out-of date, while GenZ is still deriding millennials for their old-fashioned ‘cringe’ vocabulary. At the same time would-be influencers practise bragging, ‘manifesting’ and other forms of self-congratulation in a search for clicks and clout.
One of the latest features of online wordplay is the elevating of an older concept or cliche into a teasing provocation or pretence at new insights, as we have seen with ‘delulu’, ‘demure’ and ‘mindful’, ‘rizz’ and ‘brat’. The current rash of declarations of ‘being privileged’ – a new version of ‘humblebragging’ or ‘virtue-signalling’ – is another example. In parallel is the ironic celebration of the incoherence or absurdity of much online discourse and of low-quality ‘slop’ by embracing a culture of ‘brainrot’ – nonsense memes such as ‘skibidi’ and vacuous, contagious content.
Most of the innovation in online language and image still emanates from the US and even though a global audience can access it instantly, its tropes (think ‘goblin-mode’ – ‘goblin’ doesn’t have the same associations for Brits) don’t always translate for other speakers of English. In parallel, poses, gestures and looks as well as music-related modes are increasingly generated from non-English cultural zones such as Japan and Korea. It will be interesting to see if other parts of the globe begin to play a part in the evolving online theatre of signs and behaviours, but this doesn’t seem to have happened yet.
Chloe’s piece is here…
And the Newsweek article is here…
https://www.newsweek.com/2024-most-popular-internet-slang-words-revealed-1978732
On the first of November Collins Dictionaries, ahead of the pack, had already announced their choice of word of the year for 2024, and their candidates illustrated the same, in my opinion mistaken, concentration exclusively on terms from a very narrow range of sources. While postings on social media are performances designed to attract attention, there is an even wider domain in which discourse demands analysis: the crises in the Middle East and Ukraine and the surreal spectacle of the US presidential campaigns, for example, are also highlighting keywords and generating new formulations or reworkings of language – data that mainstream media and lexicographers seem to think unworthy of their attention…
tony thorne 