The expert explained the meaning of the term "niche" in Internet slang
A post-ironic trend is gaining momentum among young people, ridiculing attempts to attribute elitism to everyday things. Elizaveta Kozhushko, a producer of video content and social networks, noted this in an interview with Izvestia on June 23.
According to her, initially the word "niche" meant something rare, created for a narrow circle of connoisseurs - for example, a sophisticated perfume or an arthouse movie. Over time, young people began to use it to emphasize their exclusivity.
"The plots of popular videos are built around an absurd pathos: characters with a serious face call familiar products or activities niche," explained the editorial interlocutor.
Humor, she says, is based on pitch and intonation, and the video editing is intentionally kept to a minimum. These memes were a response to pretentiousness and the desire for ostentatious individuality in late 2025 and early 2026.
At the same time, the expert called the essence of every new modern trend the natural desire of teenagers to set themselves against the majority in order to find their own.
"The basis of this process is repeated from generation to generation. Aesthetics, fashion markers and slang are changing, but the essence remains the same: zero — informals and EMO; tenth — hipsters; 2025-2026 — niche years," Kozhushko concluded.
Read more in the Izvestia article:
The niche was demolished: how the pursuit of individuality became a meme
Переведено сервисом «Яндекс Переводчик»
