Use of word semantics

Those 'rules' are really too strong. People are constantly creatively changing how they use their languages, and every minute 'microdialects' form.

The new senses people start using will always have some context, and the new senses will usually be related to one of the old senses, though it might be hard to see just how. One way a new sense could begin would be an inside joke some friends share. One word will make them think of the funny situation, but then later they might start using other words. Word X makes them think of word Y which makes them think of word Z which makes them think of the original joke. X is similar to Y which is similar to Z which is similar to the joke, but to everyone else X wouldn't seem like it had anything to do with the joke at all.

These little microdialects will exist between friends and families everywhere. Occasionally one new sense becomes very popular and will spread throughout the whole community. The internet is a really interesting place to watch that happen. Urban Dictionary lets you see the new senses people on the other side of the world are developing, while Know Your Meme shows 'search interest' graphs which show you when a term gained prominence on the net.

An English example is the word awful. It is clearly derived from the word awe, and originally was an adjective that meant the thing inspired a lot of awe. I don't know the history of the word, but I'd assume that with other words like wonderful and beautiful and impressive the word awful gradually begun to be used only in negative contexts. This pejoration meant that the word now is specifically negative. At the same time awe became more positive, so that it now seems very odd for the words to be related.

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