Jools Lebron's viral social media video about being "very demure, very mindful" while getting ready for work led to a massive increase in the use of the word "demure." The Hapa Blonde / ContributorIf you thought 2024 was very demure, very mindful, youre in good company.Dictionary.com has picked demure as its word of the year, a nod to the viral social media clip created by American TikTokerJools Lebron.In early August, the Chicago-based content creator posted a short video of herself sitting in her car. You see how I do my makeup for work? she asks while looking into the camera and running her fingers through her hair. Very demure, very mindful. I dont look like a clown when I go to work. I dont do too much. Im very mindful while Im at work. See how I look very presentable? The way I came to the interview is the way I go to the job.Audio from the video went viral, particularly the phrase very demure, very mindful. Lebron made headlines around the world, garnering profiles in theCut,Us Weekly,People and many other publications. TheWhite House,NASA andcelebrities used the phrase in the ensuing weeks, and Lebron appeared on Jimmy Kimmel Live.At least two people with no known connection to Lebron submitted applications to trademark the phrase, in an apparent bid to capitalize on its popularity. This sparked outrage among Lebrons fans, but the content creator later reassured followers the trademark issue had been handled. Lebron, who identifies as a transgender woman, was able to use hernewfound fame to securepartnerships with brands and other opportunities, which she said allowed her to finance the rest of her transition.Lexicographers with Dictionary.com measured a nearly 1,200 percent increase in the use of demure online after Lebron posted her video, according to a statement. Additionally, searches for demure on the online dictionary platforms website were 200 times greater than their previous rate.But popularity isnt the only factor lexicographers consider when determining the word of the year. Their choice serves as a linguistic time capsule that reveals the stories we tell about ourselves and how weve changed over the year, according to Dictionary.comsblog post announcing the decision.Last year, Dictionary.coms word of the year was hallucinate, a verb that gained traction alongside the rise of artificial intelligence.Dictionary.coms official definition of demure is characterized by shyness and modesty; reserved. However, after the adjectives viral moment, its meaning began to expand. Now, its commonly being used to describe refined and sophisticated appearance or behavior in various contexts, such as at work or on a plane, according to the announcement.As remote employees increasingly return to the office, the subtle art of personal presentation has taken on renewed importance, says Steve Johnson, Dictionary.coms curriculum design manager, in the statement.Demure captures this cultural shift with a modern twist: A word that once carried traditional, often limiting connotations has been reimagined to celebrate understated elegance and suavity, he adds. Its evolving meaning gives people a way to express quiet confidenceembracing modesty and charm as intentional, empowering choices.Another word that lexicographers considered was brainrot, a term that describes low-quality social media content or the effects of spending too much time watching it. Extreme weather, brat, Midwest nice and weird also made Dictionary.coms shortlist for the 2024 word of the year.Last week, Cambridge Dictionaryannounced manifest as its word of the year for 2024. The verb means to use methods such as visualization and affirmation to help you imagine achieving something you want, in the belief that doing so will make it more likely to happen, according to the British dictionary publishers definition.Though manifest is not newits an estimated 600 years oldit was one of the most-searched terms on the Cambridge Dictionary website this year. Its popularity can be attributed to performers, athletes and entrepreneurs, who began using it on social media and beyond.Get the latest stories in your inbox every weekday.Filed Under: Internet, Language, linguistics , Technology, Trending Today