Enshittification

If you’ve been seeing or hearing enshittify or enshittification in the last week or so, you have one man to thank: Cory Doctorow, the journalist, sci-fi writer, and co-author of the new book Chokepoint Capitalism: How Big Tech and Big Content Captured Labor Markets and How We’ll Win Them Back.

Interjectional “shit” in a drunken 1844 diary entry

One of the curiosities in the study of offensive language is just how recent are most of the figurative uses of the main obscene words. Though fuck can be found as far back as the fourteenth or fifteenth century (depending on how one chooses to interpret some proper-name evidence), even the most familiar non-sexual expressions are barely more than a century old: fuck you is first recorded in 1905, fucking as an intensifier is from the 1890s, interjectional fuck only from the late 1920s.

Of course, it is entirely possible that such uses were earlier, but not recorded (or discovered). This is the case with most words, but even more so with offensive language, where there are very strong taboos—cultural and often legal—against printing it. The early evidence we have for even the literal senses of such words is sparse, and there were better reasons for these senses to be recorded, not least their use for prurient purposes. And there are many clear indications that these words were in much wider use in speech. The figurative senses are that much less likely to be written down. One place we do find them is in court records, where there is a specific need for recording the precise nature of someone’s language. The earliest known examples of cocksucker (1894), motherfucking (1890), and up shit creek (1868) are all from legal or similar government records.

The USPTO’s Sweary Trademark Stockpile

After my latest post on the rejection of FUCK as a registered trademark for apparel, I offer all you aficionados of sweary trademarks another roundup of registrations.

Around 100 FUCK-formative trademarks are registered at the United States Patent and Trademark Office (USPTO). That’s not including a bunch of sanitized-ish FOX, FVCKs, and similar close calls. In addition to TOM FORD FUCKING FABULOUS — the derivation of which was explored fabulously by my fellow Strong Language contributor Nancy Friedman — other registered fucking marks include:

• FUCK IT! for “noodle-based prepared meals”
• GOOD FUCKING for wine and other alcoholic beverages
• GET THE FUCK OUT OF BED for coffee beans
• FUCK PROOF for mascara

The following design mark is registered for podcast productions, which the producers intriguingly describe as “a true crime comedy podcast about cults, murder and other generally fucked up stuff”:

USPTO Still Refuses to Give a FUCK

For decades, it would have been a complete waste of your time to apply to register FUCK at the United States Patent and Trademark Office (USPTO). Same with F*CK, FXCK, F CK, FUK, FUX, FUHKIT, and the like. Images of a raised middle finger? Also entirely out of the question.

Then, in 2019, the Supreme Court struck down the statutory bar on registering “scandalous” trademarks. That decision opened the door to all sorts of fucking shit on the trademark register, in the name of free speech.

Or did it?

Erik Brunetti, the plaintiff who won at the Supreme Court and ultimately registered FUCT, then tried to register plain old FUCK. In June of 2021, an examining attorney refused Brunetti’s application for FUCK for sunglasses, cell phone cases, jewelry, a variety of types of bags, and retail services. Many of the same goods for which he’d already registered FUCT. The Trademark Trial and Appeal Board (TTAB) – essentially the appellate court of the USPTO – has agreed with that conclusion.

So scandalous trademarks are generally registrable, but FUCK isn’t? What the actual . . . heck?

“History of Swear Words” on Netflix

We’re pleased AF to let you know that “History of Swear Words,” will launch on Netflix January 5, 2021. The series—six 20-minute episodes—will consider the etymologies, false etymologies, and usage of six classic swears:  fuck, shit, dick, bitch, pussy, and damn.

We’re especially pleased that one of our Strong Language co-fuckers, lexicographer Kory Stamper, was one of the consultants for the show. The other experts include cognitive scientist and author of What the F Benjamin Bergen; linguist Anne Charity Hudley; professor of feminist studies Mireille Miller-Young; film critic Elvis Mitchell; and author of Holy Sh*t: A Brief History of Swearing Melissa Mohr.

Nicolas Cage will host.

More details here. And let’s hope for a second season so we can delve into asshole, cunt, cocksucker, and other sweary faves.