Translated material
2017 in neologisms and memes
Words included in the language, and often only in fashion, in one or another year, are pebbles by which we can return to ourselves, the former, who lived then, in the middle of such and circumstances that seemed significant millions-and why? After a year or two, it can already be difficult to understand. The meaning of neologisms wandering from the article to the article is forgotten. Memes, without the knowledge of which, it seemed, we would never understand each other, not to find with fire already in the afternoon. But the most memorable of us collect these words, the most meticulous write definitions for them. And the past does not disappear. Packed in neologisms, it is always at hand. Is there a more economical way - to remember, tell, summarize?
The most high -profile memes of 2017 are Zhdun and hype .
Zhdun (the sculpture made by the order of Leiden University was called in Runet - an amorphous gray creature, a “big cute lump of flesh”, which, according to its creator, Dutch artist Margrit Wang Brert, I want to hug) - embodied pattern and complacency.
Hype, who came to us from English (Hype), means inflation, intrusive advertising, a syringe for drug administration. And in the Russian language - primarily a hype and excitement.
And only at first glance these memes are opposite to each other. The strokeing Zhdun - in the queue, in the meaningless expectation of a social elevator, and indeed changes, - its most protracted immobility is ideally created for hype.
Around what are we, in general, Zhduna, Haipil in the past year?
At first-around Diana Shurygina, the story (not) of whose rape filled the top current shows of last winter. According to Yandex, a meme on the bottom (Diana’s gesture, which showed how little she drank that fatal evening) became the fifth most popular in the rune.
The second half of the year was marked by a boom around the August rap-battla Oximiron and the purulent, who scored about 30 million views over the past months. Knowledge of the dictionary of rappers, who had been there for many years in the midst of fans of the subculture, became fashionable. The resources that followed style and fashion began to publish brief guides in Battle Slenga [1]. Words like a bif , disse , punch or flow began to enter the tongue. And ignorance of such expressions as Badi Bag and Ril Tok (see dictionary) turned out to be completely incident. The material about him, which appeared on the Medusa portal, was called "become our bag for corpses. Alfa-Bank tried to use Ril current, but it did not work out very much. ” I will quote it almost entirely:
“Alfa-Bank decided to write an announcement about the search for a new employee in a“ youth ”language, but something went wrong ...
In the post of Alfa-Bank, “you” turned to a potential applicant-he should be from 15 to 18 years old. The bank proposed to become a “blogger in the Haipov Bank itself”; The post was used by the expression “RIL TOK”; The future employee will have to, in particular, “strict, do storiz and Hip on social networks.”
At the end of the post, it is said: “Become our Badi Back!” And, it seems, the authors of the announcement do not understand very well what it is about. Firstly, the expression, which in Runet popularized the rapper purulent is written like this: “Badi Bag”. Secondly, “Body Bag” is literally translated as a “bag for corpses”. In rap battles, it is used as a verb, which indicates that one participant confidently defeated the other.
Sink Ebaut IT, Alfa-Bank! " [2]
They searched for an employee in Novosibirsk in the youth slang, saying that Haipozhor was needed for a portal who is engaged in the search for vacancies [3]. Among the main properties of Haipozhor is the stay "in the wave of hype and top topics." Among the tasks that he has to solve, is an increase in the fame of the brand “salary.ru”, including on social networks. Is it necessary to explain that Haipozhor is a person who is able to saddle Hype wave both in his own interests and for the benefit of the employer? Is it necessary to clarify that Haipozhor is one of the fashionable words of 2017 - when suddenly it appeared, so suddenly it will be forgotten?
Apparently, the same fate will comprehend the words that we tried to describe large and small social upheavals.
The renovation proclaimed by the Moscow Mayor (nicknamed the people with crap ) turned into a rebellion of five -storytellers and other unbearable , who did not want to move to multi -storey man .
The film “He is not Dimon”, created by Alexei Navalny and his Foundation for the fight against corruption, brought ten thousand people in almost a hundred cities on diplomitions against illegally acquired medical effects . The revolutionary shkolota , in connection with this on social networks by pro -Kremlin trolls, entered the language quite organically, that is, having not achieved their goals, but having done an important label: there have never been so many young people in Russia.
Two words for which the longest definitions will have to write in the dictionaries of the future (they say, the deputy Poklonskaya, they say, the film “Matilda”, they say, the same Poklonskaya, who reported the myrrh -streaming in the Crimea of the bust of Emperor Nicholas II), are understandable to everyone today: mathyl -shaped and idol -crawler . Like the nickname , Dr. Belgorod sciences , who awarded the language of the Minister of Culture (his other nickname of the previous years), after the dissertation council on the history of the Belgorod State University refused to deprive the Medina degree of the doctor.
Neologisms and memes from the same row: Kormlan-Arena, a province, a basket with sausage.
However, the etymology of the Kormlan Arena already needs commentary today. In an interview with a journalist of one of the sports publications, the vice-governor of St. Petersburg Igor Albin explained the leaks at the Zenit Arena stadium (the cost of which during the construction increased almost an order of magnitude! [4]) by the fact that the cormorants destroy the integrity of the reflective film on the roof of the stadium with their powerful beaks. It is clear that social networks did not remain in debt. Cormlan is perhaps the softest thing that was uttered in connection with all this.
And finally, the most loud theme of the year, which ended up in the center not just hype, but superhape, is mining (prey) of cryptocurrencies . Interest in her grew day by day, along with the fantastic increase in the cost of a mysterious, mundane by the mind of not comprehensible bitcoin . In Yandex, the number of requests with this word increased from January to December by 17 times, at the end of the year reaching 8.5 million (for comparison, I will say that Novorossia and the Russian Spring at the peak of the popularity of this superpopular topic were requested in Yandex no more than 3.5 million times).
The interest in everything that contains the cryptocurrency dictionary for “dummies” today: from altcoin (the generalized name of all cryptocurrencies except bitcoin) and blockchain to the Ethereum (the second most popular cryptocurrency). But 2018 began with alarming forecasts: Warren Buffete himself predicted the collapse of virtual currencies, and Bitcoin called the bubble due to the inability to determine its real market capitalization. For lexicographers, this means one thing: only blockchain can count on a long life in the language-a technology that is not tied to cryptocurrencies hard (in Estonia there is a blockchain system of electronic citizenship, Finland, using blockchain technologies, identifies refugees, the Brazil government in 2017 has begun testing the blockchain system personality certificates [5]).
Well, in the conclusion-about the youth-link Eshcker , which took the first place in the top of 2017, according to Yandex. The word that arose in the language of rappers (as the legend claims, due to the rapid pronunciation of the phrase let's get it ) means “let's do it”, “let's stir up”, in other words, we will arrange some hype. In other words ... I hope that in 2018 they will certainly appear with us.
Marina Vishnevetskaya,
writer, author-compiler of the book "Dictionary of Changes-2014"
1. Www.gq.ru/lifestyle/children-theatre-jan18
3. Nsk.zarplata.ru/vacancy/card/135399891/haypozhor?position=1
4. The stadium began to be erected back in 2006. At first, the estimate of construction on Krestovsky amounted to 6.7 billion rubles. <...> According to the head of the St. Petersburg branch of the anti -corruption center "Transparency Internet" Dmitry Sukharev, [today] the cost of construction work exceeded 50 billion rubles. mr7.ru/articles/173756
Our dictionary:
Badi Bag (English Body Bag) - a bag for a corpse. In the language of rappers , Badi Bag means defeat, loss.
Ril Tok (English Real Talk) - the conversation seriously. But after the famous August battles, this replica, repeated several times by Oximiron (along with others: Izi-Izi , Sink Ebaut IT ), became a meme pronounced for various occasions-most often with irony.