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‘Demure’ named 2024 word of the year

todayNovember 26, 2024 80

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TikToker, Jools Lebron, says she started doing videos using the catch phrase ‘demure, very mindful’ as a joke.

Demure has now been named as the word of the year by Dictionary.com.

According to the digital dictionary, the word saw an increase of almost 1 200% in digital web usage alone between January and the end of August.

The centuries’ old word took on a new meaning in August after Lebron went viral in a video showcasing how she did her makeup for work.

That original TikTok video has since garnered over 54 million views on the app.

Her favourite phrase very ‘demure, very mindful’ is also now featured in a series of viral videos and is replicated by other content creators all over the world.

 

 

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

Demure means, affectedly modest, reserved, or serious or coy.

Celebrities such as Kim Kardashian, Jennifer Lopez, amongst others, have used the phrase to promote their brands.

 

View this post on Instagram

 

A post shared by Kim Kardashian (@kimkardashian)

 

View this post on Instagram

 

A post shared by Jennifer Lopez (@jlo)

Dictionary.com also revealed that words such as brain rot, brat, extreme weather, Midwest nice, and weird, were shortlisted for Word of the Year.

Last week, Cambridge Dictionary announced that ‘manifest’ was its word of the year.

Meanwhile, the Oxford dictionary is looking at six words for the top spot, which include demure, brain rot, slop, romantasy, lore and dynamic pricing.

Written by: Nonhlanhla Harris

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