Jakarta, Indonesia Sentinel — Seeing its massive uses online, the word “Demure” has been crowned as the Word of the Year 2024. It was designated by Dictionary.com, the popular online dictionary known for highlighting terms that reflect the evolving language and culture of the time.
On Monday, November 25, the platform announced that the usage of demure as the word of the year. The word “Demure” skyrocketed in 2024, with a remarkable 1,200% increase in usage from January to August. The word, which conveys meanings such as “modest” or “reserved,” owes much of its newfound popularity to beauty influencer Jools Lebron.
In a TikTok video that went viral, Jools Lebron used the phrase, “Very demure, very mindful,” while demonstrating a subtle makeup look for work. The video has since amassed over 54 million views, cementing the phrase in online culture.
“You see how I do my makeup for work? Very demure. Very mindful,” Jools Lebron quipped in the clip, which sparked widespread imitation and discussion across social media.
Definitions
According to the Cambridge Dictionary, Demure is often used to describe someone, particularly women, who are quiet and behave in a reserved or modest manner.
Traditionally used to describe someone who are reserved, quiet or modest, the term Demure has taken on a fresh, modern interpretation through social media. It is now commonly used to characterize refined and sophisticated appearances or behaviors across various contexts, from workplace make up and attire to in-flight etiquette.
Why Demure Was Chosen
Dictionary.com revealed that their choice was based on an in-depth analysis of trends observed on social media, news headlines, and the term’s transition from online conversations to everyday language. Thus, seeing its influence and attention on social media, making Dictionary.com pick the word Demure as the Word of The Year 2024.
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“These Words of The Year designations serve as a linguistic time capsule, reflecting social trends and global events that defined the year,” stated Dictionary.com on its website. “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.”
By selecting Demure, the site captured a snapshot of how cultural moments, from viral videos to broader societal shifts, influence the way language evolves and shapes public discourse.
(Raidi/Agung)
