Online dictionary platform Dictionary.com has thoughtfully chosen “demure” as its word of the year.
The word is part of a phrase that became a viral sensation in August. It was popularized by TikToker Jules LeBron, whose series of videos with the phrase “too demure, too brainy” were later replicated by other influencers and creators.
According to Dictionary.com demure saw a 200x and 1200% increase in online searches. It is defined as “characterized by shyness and humility; reserved,” but it means a completely different thing when it comes to use on the Internet.
It means to be quietly reassuring, or an otherwise polite act that gives confidence or empowers a person.
Jules Lebron, who identifies as a transgender woman, said TikTok has changed her life. She continued, “One day, I was playing cashier and making videos on my breaks, and now I’m flying to countries to host events, and I was able to finance the rest of my transformation. I will be done.”
This phrase spread like wildfire on the Internet when he made videos on how to be composed and careful at the airport, at work, at the grocery store, or in any situation.
After the trend went viral, many other trans women joined the trend, urging their followers and subscribers to behave “consciously” and “restrainedly”.
“Look how presentable I look? I go to the job the way I came to the interview,” she said in a TikTok titled, ”Being polite and courteous and respectful at work,” which has been viewed more than 54 million times .
Celebrities like Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan and Jamie Lee Curtis also joined the trend.
In addition to the word ‘demur’, Dictionary.com also announced its Word of the Year shortlist, which includes words like brainrot, brat, extreme weather, Midwest nice, and weird.
Oxford University Press has also started voting for its own term covering 2024. The contenders are: slop, romance, lore, brainrot, hesitant and dynamic pricing and the Cambridge Dictionary has officially chosen ‘manifest’ as its word of the year.
