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‘What a privilege … ’ trend catches on as gratitude makes social media comeback
Posts lauding anything from running in the rain to tiredness and a comfy bed are springing up on Instagram and TikTok
“It combines self-satisfaction and humble-bragging, perhaps covert gloating, in most cases unironically, in a way which might seem cloying, especially to some cynical UK onlookers, but the phrase has been circulating in US usage for some time,” said Tony Thorne, a lexicographer and director of the slang and new language archive at King’s College London. Photograph: TikTokRukiat Ashawe, a junior strategist at the London-based agency The Digital Fairy believes this type of gratitude resonates best when the humdrum elements of everyday life are championed. “I don’t think TikTok actually changes the essential meaning of the word but turns [it] into more powerful triggers or symbols, perhaps with added nuance,” Thorne said.“This is how keywords work, like buzzwords before them, tapping into a vibe or aesthetic or set of attitudes.”
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