In the two years since I first wrote about seeing “AF” — the abbreviation for the intensifier “as fuck” — in various interesting places, I’ve kept track of its spread from the fringes to the mainstream, or at least a major tributary of the mainstream, of popular culture. In April of this year, when I noted its use in New York subway advertisements by the food-delivery service FoodKick, I speculated that this was the first time AF had appeared in a commercial context. Well, I was wrong. It wasn’t the first. And it certainly hasn’t been the last.
We’re pleased AF to welcome Very Bad Words, a new podcast from radio producer Matt Fidler about “our complex relationship with swearing and forbidden language,” to the sweary community. A new episode, “WTF, FCC?”, explores what’s permitted and what’s verboten on the airwaves. You can follow Very Bad Words on Twitter, too.
Update: You can read Ben Zimmer’s appreciation of the Very Bad Words podcast on Slate.
No sweatsuit or athleisure wear for the professional mixed martial artist and boxer Conor McGregor, no siree. At a press conference hyping his August 26 bout with Floyd Mayweather, McGregor wore a custom suit whose pinstripes were composed of the repeated phrase “FUCK YOU.” According to Esquire, the suit was made for McGregor by David August, an American brand of “timeless made-to-measure clothing for the modern man.” The company’s CEO, David Heil, told Esquire: “I felt weaving this specific phrase into the cloth was the perfect way to bring together the bespoke details of a custom suit and Conor’s personality.”
Back in January 2016, a Montana businessman named Greg Gianforte tweeted a photo of himself standing next to the window of a small-town shop called Kickin’ Ass Hat Company.
— Greg Gianforte (@gianforte) January 31, 2016
(Thanks to Dan Hon for the retweet yesterday.)
At the time, Gianforte, a Republican who’d made his fortune in California, was a candidate for governor of Montana. He lost that election in November, but immediately began running for the state’s single Congressional seat. The election is being held today.
Yesterday, however, Gianforte aggressively confronted Ben Jacobs, a reporter for The Guardian who’d been asking the candidate about health-care policy — and who’d written a story about Gianforte’s Russian investments.
Here are some of the things I’ve seen characterized as a shitshow (or a shit show) during the last 115 days:
- A Q-and-A session involving the ride-hailing company Uber
- The British Labour Party
- The British rail system
- The Long Island Rail Road
- The New York restaurant Tavern on the Green
- The Fyre Festival
- College basketball
- Chicago Cubs baseball
- The Facebook page of Congressman Eric Paulsen, Republican of Minnesota
- Australian internet
- The U.S. healthcare system
- President Trump’s firing of FBI Director James Comey
- Trump’s on-camera interview with NBC news anchor Lester Holt about the Comey firing
- American democracy
Go back just a little further and we have late-night host John Oliver’s “Clowntown Fuck-the-World Shitshow 2016” (March 2016); fellow late-night host Samantha Bee’s “most deranged electoral shit show in a generation” (February 2016) and “Shit Show the Musical” (à propos the presidential inauguration); and Michael Moore’s “My friends, this … is … a shit show” (also à propos the inauguration, at :55 in the video). In the March 2016 issue of the Atlantic Jeffrey Goldberg reported that President Obama privately called the situation in Libya a shit show. (In public, he called it a “mess.”)
And that’s very far from a comprehensive list. It’s enough to make one agree with this sentiment from @hugetiny in Austin, Texas:
@tgrochowicz To be fair we’re in bit of a shitshow renaissance, the rules are changing daily
— Patrick V Barrett (@hugetiny) May 12, 2017
Back in July 2015, when I wrote about the spread of “as fuck” and its abbreviation, “AF,” my sightings were limited to tweets, rap-album titles, and small-batch consumer goods sold on Etsy and other online marketplaces. In a comment on my post, “Y” predicted a bigger future for “AF”: “It’ll be co-opted by the mainstream. In fifty years, Modern Maturity will have recipes for Scrumptious-as-Fuck Cupcakes, and Midwesterners will tell their minister that his sermon was def as fuck.”
Fifty years? Try 22 months. That’s how long it took for New York–based FoodKick to launch its cheeky-as-fuck ad campaign in subways and social media.
AF is officially dead AF. pic.twitter.com/u7IqzLNcDH
— Matt Zoller Seitz (@mattzollerseitz) April 9, 2017