Silly Twitter word

#Trending #TrendingTopics #Milkanoël

This morning, when I opened up my Twitter account, I discovered a reference to a certain US multinational famous for its milk and cocoa products, Milka.

The Twitter message I read indicated that a certain Milka hashtag was "trending”. I imagined for a moment that the proverbial cow was, at last, coming home. I wondered immediately why this item of world-shaking news about a dullish Trumpland company had hit the Twitter headlines. The answer was elementary. The purple cow was being fed on a variety of green grass called dollars. But what interested me far more than the state of the Milka cow was the linguistic absurdity of the the verb “trending”. Popular among French folk who like to give the impression that they understand English, this silly verb appears to have originated on the other side of the Atlantic.

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Once upon a time, even innocent kids in English-speaking communities would have known that a trend can be either up or down, positive or negative. It doesn't necessarily imply that things are getting better. For example: “There’s a nasty trend among children in slum schools to become bullies.” Or, more succinctly: “In slum schools, bulliness is trending.” Just like Milka. Or Trump, on that fateful election day.