Over the past month, it has been nearly impossible to venture to any corner of the country without hearing the phrase “very cutesy, very demure, very mindful.” The saying was popularized by TikTok creator Joolie Lebron in a now-viral video discussing appropriate ways to do hair and makeup at work.
Although it was posted only a little more than a month ago, Lebron’s video has garnered over 4.8 million likes, and the phrase and usage of the word “demure” has become popular around the country. In fact, Mississippi has the highest trend usage and searches of the word “demure” by state.
The definition of the word demure is reserved, modest or shy; however, it is rarely used in the proper context. For many, the use of these terms are just for laughs — they neither know nor care what they mean, but these phrases have a real impact.
The effects of trend-words have proven to be more negative than positive — especially for lower-income and marginalized populations. The usage of trend-words can cause others to push biases about their educational or economic status onto those who use them.
More often than not, excessive or inappropriate use of trend words can make the speaker or writer seem less professional or educated. When individuals rely heavily on trendy jargon or clichés, it can come across as a lack of genuine understanding or original thought.
This is not to say that popular phrases like “cutesy” and “demure” are negative in themselves, but it is a slippery slope when individuals suddenly adopt these phrases in an effort to elevate their vocabulary.
We need to ensure that people have access to literary and rhetorical resources outside of their daily scrolls on TikTok. Literacy is an issue that impacts not only Mississippi, but also the entire nation. Based on 2022-23 literacy statistics conducted by The National Literacy Institute, 54% of adults have literacy levels below sixth-grade level, and 44% of American Adults do not even read a book in a year.
This is not the first time we have seen the adoption and overuse of random phrases and words used in viral videos. In the past year alone, phrases including “girl dinner” or “girl math,” “Roman empire” and “the ick” have overtaken our screens and our vernacular.
In addition to what was discussed above, people need to realize that these terms are like milk — they have a short shelf like. Despite recently entering our shared lexicon, the term “demure” is already on the verge of being curdled with cringe.
Ren Hite is a senior journalism major from Jackson, Miss.
