Do you speak Gen Z language?

Recently, at the age of 33, I decided to get another master's degree, because what age is better than the one of Jesus to resurrect my academic career? This, consequently, led to the fact that my colleagues are ten years younger than me, and the assistants are my age, but it is what it is. It's not that at work, and in life, I don't have contact with younger people, but I learned two things just here.

The first one is that co-workers and former students have adapted to my millennial communication. (I am thankful for that). The second one is that without TikTok, which I regularly watch, nothing would make sense to me. We'll pretend that my dedicated watching is work-motivated, although the fact that this algorithm knows me best in the entire world suggests otherwise. Without TikTok, these young people would have to address me like I address my mom when I avoid telling her that something is a meme, and instead I call it a "joke" so as not to confuse her. You're welcome, Mom.

Where are you going with those black dots?

I have a tendency not to use punctuation in informal communication and to split messages into a million of them (if I see more than 5 words together without clicking send, I feel uncomfortable), but for more formal communication, I regularly use punctuation marks. At least that was true for periods and question marks because I've heard (on TikTok, of course) that exclamation marks aren't cool and that tortured millennials (myself included) fake enthusiasm by using them. Older generations see exclamation marks as a sign of immaturity. I saw them as overly aggressive, so I avoided them, but let's leave them alone for now.

Other gen Z members claim that exclamation marks are ok, but three dots are unacceptable because they create anxiety.

In the communication within the group with some professors and assistants of my age, I used punctuation marks, and since it was a person my age, they answered the same ‒ because in our minds it is a normal, formal situation. My younger colleague understood it as aggressive behavior. Actually, passive-aggressive.

Now it turns out that my exclamation points and full stops are put under question. So what do I have left?

Slay queen

I know this because of TikTok, it's too cute for me, although it irritates some people, but it's the ultimate compliment. It can be deliberately emphasized, it can be parodied, it can be anything. And it means that you are killing it, as I would say. Now you can say that you ate. I have never used this, but I know what it means and it is literally translated from English and used in Serbian as well.

Skulls, fires, and other emoticons from hell

Now, I didn't learn this from TikTok, but I had to understand it from the context and the translation is useful so that someone like me doesn't have to learn a new language. Let's face it, I still use my millennial symbols (I'm too old for this shit), I just want to know what people are telling me.

The skull emoticon means someone is dying of laughter. The same means one who cries, BUT one who cries sadly. The one who cries sadly can also mean that something is too sweet and then the person is dying of sweetness. There is no crying and no laughing-crying. These kids are dark and we thought we were emo.

A clown emoticon means someone is talking or doing stupid things. You can also comment on yourself.

The thumbs-up is ironic. So if you get it, you haven't done something right, and you've turned out to be a fool. A plain, neutral smiley, is also used ironically or to emphasize nervousness.

Eyes looking to the side mean that the person is listening to you and waiting for you to tell them something interesting about the topic you started. My theory is that looking became a symbol of listening to keep us confused.

If you want to show that you are shocked, there are no more smileys with an open mouth, but around the mouth an eye in a row.

If someone sends you what you think is oxygen, it is no longer oxygen. It can mean "it suits me" or condemnation. Again, you'll only know from the context.

Clasped fists mean thank you. Nobody prays, and nobody gives a high five.

And, finally, a bonfire! This means the same thing. At least for now.

Why does this matter if you're working in marketing?

It’s important so that you don't embarrass yourself if you have a brand aimed at a younger target audience (and who doesn't have one these days).

I would never recommend that we communicate in such a way as to completely copy them because, to them, sensitive to marketing, this always feels like a pose, but at least you know not to put an emoticon smiling through tears. And J. Unless you really want to send someone a passive-aggressive message, then just keep smiling. With no teeth.

Author: Natalija Jovanović, Senior Content Manager

Sources:

https://www.washingtonpost.com/technology/2022/12/12/gen-z-work-emojis/

https://www.dictionary.com/e/gen-z-explains-emoji-to-millennials/