Linguist and influencer Adam Aleksic, known as the “Etymology Nerd,” captivated a packed auditorium yesterday at Northwestern University, where he explored how social media algorithms are not only spreading but actively shaping and manufacturing contemporary language and cultural trends. Aleksic’s insights drew deep interest well beyond the linguistics community, sparking new reflection on the intersection of technology and language in everyday life.
Technology’s Transformative Impact on Language
Speaking to over 100 attendees, Aleksic examined the fast-evolving influence of platforms like TikTok and Spotify on the way language—and cultural perceptions—are formed. He highlighted how algorithms can identify clusters of user behavior, then create and amplify new music genres such as the “hyperpop” phenomenon. By algorithmically classifying songs and boosting targeted playlists, social media platforms redefine cultural categories while advancing their own commercial goals.
Aleksic delved into social media’s role in exaggerating archetypes, referencing the rise in visibility of the “tradwife” persona—a phenomenon where sensationalist, aesthetic-driven content gets rewarded by recommendation engines. This not only distorts public perception but also feeds into broader cultural stereotypes, encouraging users to play into increasingly extreme versions of reality that may not reflect actual social norms.
For students and fans, the event underscored a growing relevance of linguistics in popular culture. Many participants, even those outside Aleksic’s core academic field, voiced appreciation for the chance to reflect on their everyday language choices and consider the unseen influences shaping their vocabulary and social attitudes. The discussion resonated with aspiring linguists, who expressed enthusiasm at seeing their interests represented and discussed on such a large, public stage.
