key vocabulary
FOMO
fear of missing out on something popular
herd mentality
tendency to think/act like the majority, losing individual judgment
to jump on the bandwagon
to start doing something because everyone else is doing it
OOMF
One Of My Friends or One Of My Followers
AURA FARMING
cultivating an image of a "cool" person around yourself (for example, by posting certain photos on social media).
Bandwagon effect
doing something because many others do it
social contagion
rapid spread of behaviours/emotions through a group (like a virus)
to be ahead of the curve
to be ahead of the trend, to be an innovator
Based
being yourself without caring about others' opinions authentic and confident
Brain rot
a feeling of mental degradation caused by excessive consumption of low-quality internet content.
Micro‑trend
a trend that appears and disappears very quickly
aspirational consumption
buying things to project a desired identity, not out of real need
to keep up with the Joneses
to compete with neighbours/peers in terms of status
Unc
short for uncle. Used jokingly about a person who looks or acts older than their age
NPC behavior
an accusation of lacking original thinking, i.e. behaving like a non-player character (NPC).
Cancel culture
boycotting a person/brand that goes against a trend
de-trending
rejecting what is popular
to march to the beat of your own drum
to live by your own rules, not following trends
Moot
short for mutuals. A person you follow back on social media (an online acquaintance).
Skibidi
an absurd chameleon word with no specific meaning. It can mean "cool" or "lame", or simply be used for comedic effect.
Conscious consumer
someone who buys based on values (eco, ethical)
performative activism
supporting a cause mainly to look good, not from deep belief
to fall for the hype
to give in to the hype (and regret it later)
Sus
short for suspicious or questionable. Describes strange, doubtful, or suspicious behaviour.
to call the shots
to dictate the rules (who controls the trend)