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“Whenever a dictionary chooses their word of the year, that's a marketing ploy by big dictionary to sell more dictionaries. Yes. Six seven, of course, is this reference where if you say it, you can go viral. That's the idea behind six seven. That's the whole joke that this is a possibility of getting clipped, that you can cash in on the virality of it for your own game.”

“There was a study by Know Your Meme in 2022 that found where words come from over time by percentage of platforms. And it started out on 4chan and Reddit and Twitter, and now it's mostly TikTok and Twitter. There's linguistic innovation. There's a a kind of everything comes from the user interface. There's a feeling of a conversation happening there.”

“A platform functions kind of like a house. It is a place where you go to use a certain type of language. So on LinkedIn, you're gonna use this more professional language. On Twitter, you're going to engage in more linguistic play where you're, you have all these words like jester gooning or whatever emerge. On TikTok, there might be more fandom language or something.”

“The accent is optimized for the algorithm. There's an element of retention, which is how long you watch the video. And when you drag out words, it kind of works better for captivating your audience. Dead silence is very bad on the algorithm. So if you have a live stream or something, you want to drag out your final syllable. Actually, that uptalk where you kind of lengthen your final vowel is very good for online hooking.”

“Language is a tool of identity. And when you use a word, you are signaling that you're part of this cohort. It's an identifier of in group belonging. 100%. All these things are just keywords—maxing, gooning, whatever—and you can just say that, and you can go viral because the keywords are what pushes things through the algorithm and what people resonate with.”