Semantic Bleaching
Last week, I was in a department store with Mrs P and my Grandson, when we stumbled across a range of toys called Fugglers. They are effectively a range of child friendly monster plushies, rather than genuinely terrifying mutation action figures. The manufacturers spuriously claim that the franchise name is a compound word of funny and ugly. However, anyone conversant with contemporary slang will immediately think of the phrase “fugly” which means fucking ugly. I’m sure the manufacturers of Fugglers have made it clear that their product is not in any way drawing upon this phrase, but only a fool would believe such a disingenuous stance. The name has obviously been chosen because it courts controversy by default. Yay marketing etc.
Setting aside any debate over Fugglers, I am far more interested in the cultural phenomenon of taking an existing term that has a specific meaning to one generation and co-opting and repurposing it for another. For example, the word “pimp” has undergone such a transformation over the last twenty years or so. I grew up with the term meaning “a man who controls prostitutes and arranges clients for them, taking a percentage of their earnings in return”. Broadly speaking pimps were bad guys. I immediately think of Albert Popwell in the film Magnum Force, pouring drain cleaner down a womens throat because the “bitch was holding out on him”. Today, my granddaughters will happily tell me that they’ve pimped their bedroom, by which they mean they’ve decorated it in a flamboyant fashion.
“Hello Mr. Green”
Overtime, the meaning of words can change. This organic process is oblivious to our own personal likes and dislikes. Such is the nature of language. Today, I learned while listening to the podcast Strong Message Here, that this process of repurposing words and claiming to remove the stigma of any prior definition is called “semantic bleaching”. It is something that happens often enough that it now has a formal term. However, the labelling and quantifying of this process doesn’t not necessarily make it a good thing. I’m sure there will be those who think that Fugglers and other examples of semantic bleaching are just “a bit of fun” and that it’s not a “big deal”. It can also be argued that this is another facet of the trivialisation of language, the erosion of a shared reality and the infantilisation of society. Yay people etc.
