How social media algorithms reshape language and slang

Summary

An exploration of how platform algorithms amplify language and memes, turning niche internet slang into common vocabulary. Linguist Adam Alexi explains that social media reward repetition and trending metadata, propelling terms like unalive, riz, and cottage-core from online memes to mainstream use. The talk covers euphemisms for death, rapid propagation of slang through song trends, and how algorithms help audiences adopt hyper-specific identities for targeted content. It also warns about linguistic appropriation, the spread of extremist rhetoric, and the importance of understanding etymology as a lens on our evolving language. The discussion ends with a call to be aware of how online systems shape speech, culture, and self-perception while celebrating linguistic creativity.

Introduction

The talk delves into how the internet and its algorithms are reshaping the very fabric of language. A linguist with a front-row seat explains that online platforms don’t just host words; they curate and amplify them, accelerating how quickly new terms move from niche communities to everyday use. The central thesis is that language is being guided by the same systems that organize our feeds, ads, and recommendations, subtly steering how we talk about ourselves and the world.

How Algorithms Accelerate Language Change

The core mechanism is repetition and engagement. When a meme, song, or phrase resonates, users remix, repeat, and share it, signaling the platform to push it to more people. This creates a viral lifecycle for slang and memes, compressing what used to take years into months or weeks. A notable example is the Rizzler song, which embedded a cluster of Gen Z slang—riz, yat, skibbity—into a viral zeitgeist and then seeded broader adoption through trending audio and hashtags. The consequence is a rapid migration of words from micro-communities to dictionaries and classrooms.

Naming, Identity, and Marketed Subcultures

The talk also discusses how terminology becomes a tool for identity and consumer targeting. A cottage-core aesthetic spread not because communities spontaneously decided on it, but because the platform’s trending metadata signaled it as a hot label. The algorithm then rewarded content that aligned with that label, encouraging more creators to produce cottage-core material and more users to adopt the corresponding identity. This cycle demonstrates how digital systems are shaping who we think we are and what products we buy, often by presenting highly specific labels as badges of belonging.

Ethics, Appropriation, and Harm

There is a sobering discussion about the harms that can accompany rapid slang diffusion. Words rooted in marginalized communities—particularly Black and queer culture—can become commodified or distorted as they spread. The talk highlights how terms such as yacht and other stylistic pronunciations can be co-opted, diluting their original meaning and context. There is also concern about the cross-pollination of harmful ideologies, as some evolved slang can inadvertently popularize extremist or exclusionary rhetoric. The speaker emphasizes the need to understand etymology to contextualize these shifts and to be mindful of the societal impact of words we adopt online.

Conclusion and Takeaways

Despite a bleak framing, the talk argues this is not a dystopian fate for language. Change has always occurred, and language will continue to adapt. The key is awareness—recognizing that many modern words are influenced by algorithmic design and commercial incentives, while still valuing creativity and expressive richness. The speaker urges readers to stay critical of the ways online systems shape speech and identity, while appreciating the dynamic and inclusive potential of a living language.

Quotes

***"We are entering an entirely new era of language change driven by social media algorithms." - Adam Alexi***

***"Language has always been a little bit like a virus. Words move through networks and mutate as they travel." - Adam Alexi***

***"The algorithm wants to make you identify with hypercompartmentalized labels, so it can tailor content to you." - Adam Alexi***