ESSAY: “Words carry a lot of power as shorthand for politics, social status or culture, and that can be a great thing,” writes laylaschlack. “In a constantly online culture, though, meaning can become corrupted as quickly as it can be transmitted.”
I should have kept scrolling, but on that day, I couldn’t. The tweet I couldn’t move past said something along the lines of, there’s no such thing as “authentic” food, and so food writers should stop using that word. I get it. I’m a food writer; language matters. But is it really that simple?
Outside of food writing, authentic is marketing jargon. Brands work with influencers or do pop-ups where they can create “authentic connections to consumers.” I’m authentically unsure how to gauge this usage. And sure, a part of me would be happy to never see it again. Authentic is just one example. Another is “woke.” Woke has been Black slang for decades, if not longer. In, Malaika Jabali defines it as “another way to say 'conscious': having awareness of our conditions and history in an America that lulls us with myths of a post-racial, colorblind, meritocratic society.
So, let’s talk about another: grooming. This one maintains its use as something we do to ourselves and our pets — cleaning, trimming, a general spiffening up. It became a term for predators manipulating children or teenagers. Now, it’s been weaponized to signal perversion and manipulation any time children are exposed to any identity, orientation or relationship other than cishetero monogamy, and it’s waved around as an excuse to do everything from banning books to terrorizing drag queens.
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