The exact meaning of the term ‘demure’ can be elusive. What once characterized shyness and modesty has been revitalized through internet trends this year, particularly by platforms like TikTok. The recontextualization of language in the digital age can be both captivating and perplexing.
In a fascinating turn of events, ‘demure’ has been crowned the Word of the Year for 2024 by Dictionary.com. This word saw a staggering increase in usage, reportedly up to 1,200% between January and August of this year.
This surge can be largely credited to TikToker and beauty influencer Jools Lebron, who popularized the phrase “very demure, very mindful” in a series of engaging videos. In her content, she humorously critiqued the makeup choices of some viewers: “You see how I do my make-up for work? Very demure, very mindful. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”
According to Dictionary.com, ‘demure’ is defined as “characterized by shyness and modesty; reserved.” This year’s trend seemed to be a response to the Brat trend, known for its bold and unapologetic vibes. It was a clear shift from the lively “Brat Summer” to the more subdued “Demure Fall.”
However, the term’s meaning has evolved dramatically in the world of social media. Soon, anything could be described as ‘demure,’ representing an expression of “quiet confidence”—a concept that became somewhat ambiguous.
Lebron later clarified that her motto was meant as a joke. While ‘demure’ traditionally signifies being reserved and modest, she emphasized that she doesn’t endorse this lifestyle for women. Her content was not a proclamation but rather a playful commentary.
The rise of ‘demure’ illustrates the fascinating ways language transforms, as Dictionary.com based its selection on an analysis of social media trends, news discussions, and the words that permeate everyday conversations.
Jools Lebron, who identifies as transgender, shared on an episode of Jimmy Kimmel Live that the popularity of her videos helped her amass over 2.3 million followers and financially support her transition.
Alongside ‘demure,’ Dictionary.com also revealed their shortlist for Word of the Year, which included terms like ‘Brainrot,’ ‘Extreme Weather,’ ‘Midwest Nice,’ ‘Weird,’ and ‘Brat.’ Meanwhile, ‘Brat’ was selected as the Word of the Year by Collins Dictionary, while Cambridge Dictionary chose ‘Manifest’, and Australia’s Macquarie Dictionary picked ‘Enshittification’.
As we await the decision from the Oxford Dictionary, one thing is clear: the evolution of language continues, reflecting cultural shifts and new meanings in our ever-connected world.
Additional sources • Dictionary.com
Photo credit & article inspired by: Euronews
