In an unexpected twist, Dictionary.com has announced its word of the year for 2023: “demure.”
This choice, revealed on November 25, 2024 reflects the “social trends and global events that defined the year,” according to the world’s largest digital dictionary.
Traditionally associated with quiet and reserved individuals, “demure” experienced a surge in popularity thanks to a viral TikTok video.
Trans influencer Jools Lebron inadvertently catapulted the word into the spotlight when she described her work attire as “very demure, very mindful” in an August post.
Lebron’s video, which spawned countless memes, had a touching backstory. She recorded it after an emotional moment during a break from her cashier job, where she found herself crying in her car. Upon checking her makeup, she decided to hit record, unknowingly creating a cultural phenomenon.
The impact of Lebron’s video was significant. Dictionary.com reported a staggering 1,200 percent increase in the word’s usage across digital media platforms by the end of August. This dramatic spike in popularity solidified “demure” as a noteworthy linguistic trend of the year.
This selection highlights how social media, particularly platforms like TikTok, can rapidly influence language trends and bring seemingly ordinary words into the cultural spotlight. It also demonstrates the power of authentic, unplanned moments in shaping our collective vocabulary and online discourse.
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