Dictionary.com has named "demure" as its 2024 Word of the Year, capturing the term's transition from traditional meanings to its modern re-interpretation, particularly through social media channels. This decision was shared widely, showing how language evolves with the times.
The choice of this word stems from its significant rise in popularity, driven largely by TikTok influencer Jools Lebron. Her videos, which feature the phrase "very demure, very mindful," sparked viral participation and usage of the term across various online platforms. Dictionary.com stated, "the Word of the Year isn't just about popular usage; it reveals the stories we tell about ourselves and how we've changed over the year."
Historically, "demure" describes someone characterized by shyness and modesty, embodying reserved behavior. Yet, this year has seen it evolve, especially among beauty influencers and social media personalities, adopting connotations of sophistication and refinement. Jools Lebron's content, particularly her video from August, focused on making appropriate style choices for professional settings, contributing to this shift.
Lebron succinctly illustrated her interpretation of being demure: "You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful at work." This practical approach to personal appearance taps directly vào workplace culture's growing emphasis on professionalism as more employees return to the office.
Between January and August 2024, media analysis revealed a staggering 1,200% increase in the term's online presence. Interest spiked almost overnight; the week of August 18th showed nearly 14 times the search rate for "demure" on Dictionary.com compared to the prior months. The phrase "very demure, very mindful" became heavily shared, leading to 200 times more searches on the platform than previously recorded.
The term's ascent didn't go unnoticed by the public and prominent figures. Celebrities echoed the "demure" ethos; even the White House utilized the term humorously when reflecting on significant actions, such as President Biden's student debt cancellation efforts. The phrase found its way to captions from celebrities like Kim Kardashian, showcasing the blend of sincerity and satire surrounding the term.
Dictionary.com acknowledged this increase as part of the larger trend involving public appearance changes post-pandemic. The evolution of language reflects the growing need for individuals to adapt their expressions and styles to navigate changed social and workplace landscapes.
Among the shortlist of words considered for the title were terms like brainrot, brat, extreme weather, and Midwest nice, but "demure" emerged victoriously. Dictionaries like Cambridge and Oxford are also expected to announce their own selections for the Word of the Year, indicating broader cultural trends are influencing language significantly.
Further contextualizing the term's transition, Lebron emphasized the impact of her viral moment, stating, “When something like this happens you’re supposed to shy away from appreciating your own impact but I literally love it.” This sentiment captures the essence of modern influencers who acknowledge the extent of their reach and the new cultural dialogues they instigate.
The phenomenon of "demure," serving as both a reflection of individual choices and broader societal shifts, exemplifies how words can morph over time, weaving together concepts of modesty, awareness, and responsibility. It showcases the vitality of language, adapting to the zeitgeist and facilitating connections among individuals.
At its heart, the surge of "demure" embodies the complex negotiations occurring within personal identities and social interactions, illuminating how individuals are reshaping their narratives and expressions to resonate with today's realities. It’s not just another word; it’s indicative of how we now view ourselves and how we wish to be perceived.