AFRICAN-AMERICAN VERNACULAR ENGLISH

A few months ago I sent out this newsletter and I used the phrase “pick-me girl.” A kind, thoughtful soul responded to the newsletter and very gently corrected me by informing me that my use of the phrase was actually incorrect. They told me the phrase stemmed from AAVE (African-American Vernacular English) and was not appropriately used in the context I was using it. I immediately thanked them for the correction. And then I sat at my desk cringing at myself for 45 minutes. Then I spent the next four hours frantically Googling the following three things:

1) What is AAVE? (I know what it IS but really how is it DEFINED)

2) What is a “pick me girl?” (but I literally have seen this used all over modern digital culture)

3) Why is everyone using “pick me girl” references on TikTok? (is everyone using this wrong and no one is saying anything???)

 
 

I’m starting our conversation today with my own mistake because no matter how “dialed in” you think you are - you don’t know it all. You can’t know it all. It’s impossible to understand where every piece of modern culture is born. But we need to talk about the gigantic elephant in the room when we talk about modern culture - MUCH OF WHAT YOU SEE TODAY IS COMING FROM BLACK CULTURE. Specifically - the language we use. African American Vernacular English is oftentimes referred to simply as “slang.” But immediately this is where things go awry. AAVE is language that is created and used by Black people and very often lifted by white culture leaders through passive forms of appropriation that directly affect and harm the Black community.

It should not come as a surprise to a single soul reading this newsletter - but let’s just say it out loud for everyone to hear - WHAT’S UP I’M A WHITE WOMAN! I cannot begin to tell you how many times I’m asked “but what do the kids say??” Ma’ams... sirs... the kids say a lot of shit. And much of the shit they say... they really shouldn’t even be saying. Today I’m stepping aside to share the thoughts and words of Julianna Akuamoah.

 

Julianna Akuamoah
Chief Talent Officer @ Arnold

Julianna is not white and does have the authority to speak directly to you about what I believe should be openly discussed:

 

Can you tell us about the nuanced difference between modern “slang” and what AAVE really is?

AAVE is not slang. Many people who don’t have a full and deep appreciation for the cultural evolution of the language, simplify what they’re hearing in pop culture and call it “slang”. AAVE has language rules and complexity that I think goes even beyond the words. I believe masters of the language also leverage tone and gestures for greater impact. Slang is a more simplistic use of words used to describe something more risque or even taboo and it is not an appropriate label for AAVE.

How are AAVE and “code-switching” related - specifically in the workplace?

I consider myself fluent in AAVE and therefore bilingual. Throughout my career I’ve worked in spaces where that fluency isn’t shared and where AAVE is deemed unprofessional. As a means to exist and survive professionally, many (not all) Black people “cover” up this part of their identity and manner of communication as the use of AAVE can often threaten your advancement. It’s perceived as “ghetto” and the individual deemed using it less intelligent. I speak it and use it with those who I believe would understand the language. For those who use AAVE as their dominant language, code-switching is refraining from use and speaking in a way non-Black peers will understand. However, many words and or phrases make their way into workplace conversations. We’ve heard people say “dope”, “ain’t”, “shook”, to full-on phrases like “ain’t nobody got time for that”, “keep it 100”. The question is - who do you hear using this language and does that change the way you view them? Why or why not?

 

We talk a lot in ATH about how quickly trends move, can you tell me a little about what you think drives a lot of Black culture to be lifted without context or appreciation?

There are many aspects of Black culture that are treated as topical and disconnected from the people who create the culture. Black people influence music, fashion, language, and beauty standards. Hip hop music is now the background music for home good product commercials - I mean MC Hammer is rapping to Cheetos, Black people have re-imagined everything from Crocs to Louis Vuitton, “bootylicious” is in the dictionary, people wear cornrows like Snoop and nails like MegTheStallion (via SWV, via FloJo). All of that is “fun and cool and Black” but when the Black person at work shows up playing rap music, wearing a du-rag, in a gold chain, with acrylic nails and braids - it’s unacceptable. Make it make sense. There is a reason the statement “Black lives matter” came to life. Before the organization came together, Black lives matter was a sentence, a statement, that aimed to communicate a simple message that the lives of Black people matter just as much as others and that there is a desire to be seen as a full human being whose whole life is valuable. And many of those Black lives are inclusive of what people see as trendy. Black people are complex and have a rich culture that is expressed in many different ways. But many of the trends of today are not just trends, they are a part of and come from Black identity and culture. Tobe Nwigwe said: “You love Black culture. But do you love me?”. I’m also asking for a friend…

 

This one is hard, but how do you think the use of social media has encouraged a lack of empathy and awareness around where “trends” end and appropriation begin? 

Many people engage with social media as infotainment. Meaning people learn about the human experience and culture in entertaining ways. And what we learn, we live. There are great benefits and equalizing aspects in terms of accessibility to information and the ability to create, but it can also mean that without greater context and discussion one might assume that if something is public, it’s free to use. And while that is what we’re seeing today, I would encourage people to have an appreciation and understanding of what words/language/culture you might be adopting before simply using it as if it’s just general pop culture. See us in the parts of the culture that you enjoy.

I am virtually hugging Julianna in thanks for sharing her words with us.

When we talk about subjects like this, it’s important to understand that I’m simply shining a light on what’s going on. I am not here to shame, to judge, or to correct. But I am here to open a discourse around topics that shake up not only our industry but our culture. The use of Black culture in modern advertising, even as inspiration for trend spotting, is one of those topics.

Here are some questions I’ve been ruminating on recently that you might want to discuss with your friends/family/dog/therapist/God/favorite tree/local cashier/nail technician/Idontcarejusttalktosomeone:

  • Are there words or phrases I picked up that I might need to dive into more?

    • Here’s a non-exhaustive list of some things I say every day and you might too. News flash - they all come from AAVE

      • Shook

      • Woke

      • Cancel

      • Kick it

      • That’s dope

      • Put me on to

      • Got me like

      • Swagger (which I use below)

  • How are the clothes I wear or the music I listen to influenced by a culture that looks different from my own?

  • How does Black culture specifically influence the innovative culture that I love to be a part of today?

  • What are things about modern culture I participate in that actually come from Black culture and how do I appreciate vs. lift?

If you are interested in discussing this more, please email me juliet.tierney@havasmedia.com. Julianna and I are eager to create a safe space where we can come together to talk more about these types of cultural impacts on our everyday work.

SOME OTHER THINGS:

WOWWWWWW THAT WAS SOOOOOO MUCH. And yet I feel as though I only scratched the surface. 

 Reach out, ask questions, go forth and regale your friends with your knowledge.

KILOVEYOUBYE!!