Maybe it shouldn’t.
Mindlessly scroll through TikTok long enough and you’re bound to stumble on one: An older person, possibly a boomer, gesturing blithely at something—maybe it’s a B&B, maybe it’s a set of blinds—and unfurling a litany of Gen Z slang. “Northumberland Zoo hits different”; “slay”; “no cap”; “It’s giving literate.” To date, there are nearly 4,000 of these videos, and they’ve been viewed millions of times. Each view feels like a nail in some sort of linguistic coffin.
“Gen Z writes the marketing script” isn’t the first TikTok trend to go viral by sending up the ways various generations speak online. Two months ago it was about asking Gen Z staffers to edit your video and then posting their quick-cut compilations of awkward “ums” and pauses. The Monitor is a weekly column devoted to everything happening in the WIRED world of culture, from movies to memes, TV to TikTok.
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