Collins Dictionary has officially designated "brat" as its Word of the Year for 2024, marking a significant cultural shift in the interpretation of the term. This new definition characterizes "brat" as embodying a confident, independent, and hedonistic attitude that resonates with the current zeitgeist. The term has been notably influenced by the cultural phenomenon surrounding the album *Brat* from British pop sensation Charli XCX. The phrase "brat summer" has not only gained traction as a lifestyle choice but has also infiltrated the political discourse during the recent U.S. presidential race, where Charli XCX referred to Democratic candidate Kamala Harris as "brat." This intersection of music and politics highlights how language can adapt and transform across different domains of society.
In a blog post accompanying the announcement, author David Shariatmadari provided an in-depth analysis of the term's multifaceted meanings. He noted that "brat" can represent various concepts, including a bold and edgy attitude, a flamboyant aesthetic, and even a catchy campaign slogan. The phrase "Kamala IS Brat" gained considerable attention, functioning as a memorable catchphrase that encapsulated the essence of Harris's campaign. This demonstrates the power of language in political messaging, even as the precise meaning of the term remains somewhat ambiguous. Shariatmadari articulated that, while the traditional connotation of "brat" typically referred to a poorly behaved child, this contemporary redefinition captures the spirit of today's youth, blending themes of self-acceptance and defiance. He emphasized that this duality is especially relevant in 2024, a year marked by a potent mix of hedonism and anxiety among younger generations grappling with various societal pressures.
The shortlist for Word of the Year also included several other notable entries, such as "brainrot," which describes the mental fog and inability to think clearly that results from excessive consumption of low-quality online content. This term resonates particularly with the challenges faced by younger generations who navigate an increasingly digital landscape filled with distractions. Additionally, "era," a term that has gained prominence due to Taylor Swift's globally celebrated *Eras Tour*, captures the notion of distinctive periods in one's life and career that are defined by unique characteristics and milestones.
Other words featured on the shortlist included "looksmaxxing," referring to the pursuit of enhancing one’s physical attractiveness through various means, and "rawdogging," which denotes engaging in activities without any preparation, support, or proper equipment. These terms reflect the diverse range of contemporary experiences and concerns that shape modern discourse.
The lexicographers at Collins, a division of HarperCollins based in Glasgow, select the Word of the Year based on its prevalence and significance in various forms of media and everyday language. Alex Beecroft, managing director of Collins, expressed that this year's selection highlights the strong influence of younger generations on the evolving landscape of language. He declared it the most "brat" Word of the Year list ever compiled, emphasizing the cultural significance of these terms as they reflect the attitudes and aspirations of today's youth.
In 2023, the Word of the Year was "AI," an abbreviation for artificial intelligence, which dominated discussions across numerous fields, illustrating the rapid advancement of technology and its far-reaching implications for society. The choice of "brat" for 2024, however, signifies a shift in focus from technology-driven terms to a more lifestyle-oriented and culturally reflective vocabulary. This selection captures the complexities and contradictions of contemporary youth culture, where themes of self-expression, rebellion, and societal critique intertwine to create a vibrant and dynamic lexicon.
As language continues to evolve in response to cultural changes, the recognition of "brat" as the Word of the Year serves as a reflection of the current societal landscape, highlighting the ongoing conversations around identity, empowerment, and the varied expressions of modern life. The discussions surrounding the term are likely to fuel further exploration into the ways language can encapsulate the intricacies of contemporary experiences, shaping the way individuals express themselves and engage with the world around them.
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