While informal in nature, slang words have been used by individuals across cultures, languages, and time. The use of social media has especially fast-tracked the spread of slang across communities. Platforms like Twitter and TikTok celebrate virality, making it easier to disseminate slang words to millions of individuals — instantaneously.

     Although slang can consist of the coinage of new terms, it also emerges in words undergoing a semantic change; an already existing word begins to be associated with a new meaning. Semantic amelioration refers to the shift of negative or neutral words into a positive meaning over time.

     In the context of stigmatized and minority groups, labels once considered derogatory have been found to undergo semantic amelioration. Through modes like comedy, music, and activism, stigmatized group members have taken possession of derogatory labels introduced by a dominant group — a process called linguistic reclamation. 

     My research focuses on 21st century slang that has been used in reference to women. Particularly, I focus on how social media has contributed to the semantic amelioration of these words, which previously held negative or neutral connotations. I have selected the following words: coquette, brat, demure, and the c-word (a derogatory term referring to women). I’ve chosen these words because while they have existed for several centuries, their usage as slang has been popularized in the 2020s through social media.

     To demonstrate how social media has facilitated the amelioration of these terms, I pinpoint perceived cultural turning points associated with each word, during which there has appeared to be a shift in attitudes toward the words. Specifically, I analyze viral tweets and TikToks that involve discussions of the slang. I highlight how social media has contributed to a positive meaning change in previously negative or neutral words, which is impactful for individuals in stigmatized groups.