Source: @joolieanniemarie / Instagram
Social media has the power to change culture in an instant. The most recent example is how TikTok creator Jools Lebron launched the word “demure” into the online collective consciousness.
Lebron, who identifies as a transgender woman, has created several videos where she talks about how she presents herself at work as “very humble, very careful.” The original video garnered more than 10 million views in its first week. Lebron went on to create more videos using the buzzword and how to achieve these qualities.
He said recently US Weekly that he was motivated to create the videos because there was a “lack of empathy and respect for people's feelings” and how they are “represented” on social media.
The viral trend has done much more than make Lebron's catchphrases popular. According to Varietynow she has made enough money to complete her gender transition.
“One day, I was playing cashier and making videos on my break and now I'm flying to countries to host events and I'll be able to finance the rest of my transition,” she said in a recent online post.
The trend shifted from TikTok to X (formerly Twitter) with millions posting about being “down”. Additionally, copycat videos from celebrities like Kim Kardashian and Jennifer Lopez made the trend explode even more.
“I grew up an influential kid, like, watching all the YouTube and stuff like that,” Lebron said. US Weekly. “To see them trending and welcoming someone who has loved them and following me and showing me my flowers was everything.”
The trend has even reached the White House.
“When I started making TikToks, I found more girls like me. I found plus size girls who are transgender, who have the same experiences that come uniquely with this set of combinations,” she said. CBS News.
Lebron said she gets some negative comments on her videos, saying, “I think people go into survival mode and forget how they're perceived when they leave a mean comment or when they're rude or whatever. she noted. “Let's be modest. Let us pay attention to why we came. Let's be careful because we didn't just end up being bad girls.”
He continued, “We're not here to be messy and that goes for everything: your look, your attitude. Be careful what you think. Mind your actions and be modest, modest and restrained. This does not mean race, color, nationality, economics. 'Demurity' is about being the most thoughtful, considerate version of yourself.”
