The Trendy Word of the Year: “Aura”
Groovy, fab, boss, swell, awesome, and lit—these are just a few of the words that have captured the essence of coolness over the years. However, a new contender has emerged in Germany, captivating the youth: the word “Aura.” This term has been officially designated as the trendy word of the year by the esteemed German dictionary publisher Langenscheidt.
While “aura” traditionally denotes “a distinctive ambience or quality generated by a person or thing,” younger generations, specifically Gen Z and Alpha, have infused it with a fresh twist. In their vernacular, it describes individuals who have performed good deeds, with the concept of “aura points” emerging to quantify the coolness derived from such positive actions.
The rise of “aura” as a buzzword can be traced back to a clever advertising campaign by a credit card company. Langenscheidt notes that the term gained further traction after being featured in a New York Times article discussing Dutch football star Virgil van Dijk, which featured the intriguing headline: “Solutions Are Expensive. An Aura Is Priceless.”
A Controversial Runner-Up: “Talahon”
In a twist of fate, the Arabic-derived term “Talahon,” meaning “come here,” claimed the runner-up position this year. This word has been adopted by German youth to label men who sport counterfeit luxury clothing for social media clout, akin to the British term “chav.” However, its usage has sparked controversy.
- Critics argue that “Talahon” often serves as a derogatory and racist term, used to mock individuals based on their appearance and to stigmatize migrants.
- Recently, Matthias Helferich, a factionless MP who has been banned by the AfD from holding political office, made headlines by delivering a speech in the Bundestag dressed in attire associated with “Talahons.” He controversially stated that Germans with migrant backgrounds should be deported.
Despite the uproar, Langenscheidt defended the term, asserting that many young voters utilize it in a humorous and self-deprecating manner. The Youth Word of the Year competition, which has been held since 2008, shifted its voting eligibility to exclusively include individuals aged 11 to 20 four years ago. This ensured that the selected word accurately reflects the evolving language culture of the youth.
This year, approximately 100,000 votes were cast—setting a record for the competition. The choice of “aura” continues a trend of English words dominating the Youth Word of the Year, following previous selections such as:
- “Goofy” (2023) – An affectionate term for someone eccentric or awkward.
- “Smash” (2022) – A euphemism for picking someone up or engaging in sexual activity, originating from the dating game “Smash or Pass.”
- “Cringe” (2021) – Used to describe something or someone that is embarrassing.
- “Lost” (2020) – An expression denoting a lack of direction or perspective.
As you navigate the waters of modern slang, remember to embrace your quirky, goofy side while being mindful of your aura. And for the love of all that is wholesome, let’s retire the term “smash” when referring to intimacy; it adds little to your romantic life and only serves to sound cringe-worthy.
