Cheugy

Cheugy (pronounced chew-gee)

A specialized form describing the un-cool: either (1) out of touch with current coolness and continuing to adhere to fashions or following trends which have become unfashionable or (2) trying too hard to be trendy.

2013: Coined by Gaby Rasson (b 1998) of Los Angeles, California while a student in a Beverly Hills high school although a normally reliable source (urbandictionary.com) includes the claim cheugy was “a technical term used by software engineers beginning in the mid-2000's meaning poorly maintained, damaged but narrowly functional, full of security holes, or quaintly obsolete and probably broken”.  Cheugy, cheugier & cheugist are adjectives and cheug is a noun and; the noun plural is cheugs.  Cheugyness & cheuginess have been said to exist (as non-standard noun variations of the adjective) but not all lexicographers agree cheugy or any of its derivations are “real” words although none would deny they’re slang.  The objection is that other than multiple instances of definitions and deconstructions, there’s scant evidence the word is actually in real-world use.  Most of the interest in the word seems to have been to disparage (1) those using it (rare as such folk seem to be) and (2) those who comment on those who use it (some noting the irony, some not).

Ms Rasson said she coined cheugy for the perfectly reasonable reason that the word she needed didn’t exist.  At the time, she wanted a single word descriptor for those schoolmates trying without success “to be trendy” and “…there was a missing word that was on the edge [sic] of my tongue and nothing to describe it and cheugy came to me.  How it sounded fitted the meaning.”  Ms Rasson didn’t expand on the process but it may have been a thing of phonetic association with an expression like “eww” and a word like “ugly”.  Whatever the inspiration(s), cheugy seems not to have circulated beyond the inventor’s circle of acquaintances until 2021 when it went viral in the now traditional way: appearing in a TikTok video.  In the clip, cheugy was said to be the perfect word to describe those who posted TikTok videos in hopes of being thought cool or edgy but whose content was just cringeworthy (cringey in TicTok talk).  By mid-May #cheugy had gained over 10 million views, trending on Twitter within a year and clearly feeling proprietorial, Ms Rasson tweeted that she’d “…decided to do the cheugiest thing possible and make an NFT out of the word cheugy”, entreating “place your bids cheugs.”

The Gucci Double-G belt appears on most lists of cheugy stuff.

Similar terms of derision had before existed in slang (basic, normie et al) but they didn’t convey quite the same thing so, as long as it attains critical mass, cheugy might find a niche.  It’s too soon to tell whether the word will survive in democratic, unforgiving English but there’s definitely a cheugy aesthetic or, more correctly, a number of lists of the practices, preferences and proclivities of others judged to be cheugy.  The lists were presumably predictable to those immersed in the minutiae of such things and perhaps baffling to others.  More interesting was that cheuginess appeared to be (1) a weaponized label with which GenZ and the millennials could exchange cultural blows and (2) another way to disparage women, an arsenal already large.  There will be obsessives who will read the lists and worry but it’s hard to take seriously any list which condemns lasagna.

A thousand years shall pass and lasagna will never be cheugy.

It didn’t take long for the zeitgeisters wearily to observe that the very spike in the use of cheugy meant it had itself become cheugy, enjoying a brief, shining moment of newness, before becoming dated.  In linguistics the process is known as "the snake eating its tail", a fate which the coiner of "bedint" noted was probably the fate of his creation.  Technically then, cheugy is an auto-antonym or contronym, a word with multiple meanings, one of which is defined as the reverse of one of its other meanings (a phenomenon which in structural linguistics is called enantiosemy, enantionymy or antilogy).  The common way of expressing this is “Janus word”, the name derived from Roman mythology, Janus a god of doorways (and thus also of beginnings), and of the rising and setting of the sun, usually represented as having one head with two bearded faces back to back, looking in opposite directions, historically understood as the past and the future (and adopted in linguistics to describe a word with two, opposed meanings).  Still, the word is there to be used and, some cheugs being more cheugistic than others, the comparative is "more cheugy" (or cheugier) and the superlative "most cheugy" (or cheugiest).

Cheugy has "happened" but may or may not become embedded in English, something which relies on sustained use by a critical mass.  The size of the mass can vary, some embedded words used by a relatively small sub-set while other innovations (like "okay") are more widely adopted, sometimes even beyond English.  Fetch never happened (Mean Girls (2004)) although, as a convenient clipping of “fetching” (usually in the form quite fetching or very fetching and meaning “charming; captivating; compelling”), it might have had "fetching" not already having descended into the category of "dated".  By the early twenty-first century, "fetching" wasn't cheugy because it was so rare.