Cover art for Charli XCX's album Brat.
Slang terms fall in and out of popularity just as quickly as they’re created. But what does it take for a word to take off?It can be a jarring realization, but also your own fault for using terms like cheugy and YOLO, which are long past their prime. The truth is, slang goes in and out of style, sometimes before people even know they are popular terms. And they can come from anywhere.
Tiktokers began using "unalived" to talk about someone who had died because the social media app restricted use of words like "kill" or "suicide." Now "unalive" is ubiquitous among young people. "If I really liked eating burritos, and I just recently discovered that, I can say I'm burrito-pilled," said Aleksic.
"As we increasingly dissociate these words from the original incel context, we're actually taking power out of their hands and reclaiming the word for the broader public."The floodgates of memes were opened when U.S. Vice President Kamala Harris became the Democratic presidential nominee in the upcoming 2024 election.
"But over this summer, brat has continued to be dissociated from even that context and is now used just as an essence of this summer."
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