There invariably comes a point in the development of slang wherein it crosses the threshold that divides urban cool from the mainstream. When suddenly, terms used between a small number of linguistically creative and innovative hipsters are appropriated by unimaginative individuals who can only imitate and follow trends rather than set them - including those dullards in the corporate media and commercial world who try so desperately to be down with it. By way of an example of this, we might consider the brief evolutionary history of the term bae.
As a term of endearment, bae is simply an abbreviated form of babe or baby and not - as some commentators rather ridiculously suggest - an acronym for before anyone else. It seems to have originated amongst young English speakers in the African-American community sometime in the middle of the last decade. From there, it quickly spread via social media and popular music into general urban usage before, finally, being seized upon by the big brands such as Pizza Hut and Burger King. Bae also found itself nominated in 2014 by the OED as one of the so-called words of the year.
If this marks a sign of its success, so too does it pretty much spell the end of the line for bae; it begins to bleach, as linguists say. In other words, whilst it persists as a term, it is increasingly drained of its colour and its vibrancy is appreciably diminished thanks to widespread usage as a marketing device and the unasked for granting of legitimacy.
Still, we needn't spend too long mourning the death of bae; there'll always be new slang terms as the young, marginalised and stylish develop their own ways of speaking so as to confuse and confound old ears.
