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This content has been automatically translated from Ukrainian.
A new slang phrase - "KFC Boss" - has recently appeared in the Ukrainian Internet space. At first glance, it causes some confusion: how are the fast food restaurant KFC (Kentucky Fried Chicken) and the concept of "boss" related? In reality, "KFC Boss" is used as a sarcastic label for overweight people or those who do not meet accepted standards of appearance. This term is a kind of visual and verbal rudeness that is becoming part of modern Internet culture.
How did "KFC Boss" come about?
The term "KFC Boss" probably originated as a mockery of the advertising and marketing strategies of major brands. In popular culture, fast food restaurants are associated with high-calorie, often junk food, which in turn creates stereotypes about physical changes from eating such food. People called "KFC Boss" are considered symbols of this "unhealthy" choice and lifestyle. "Boss", in this context, gives a mocking tone, as if these people are "leaders" or "managers" of their field, however, with a hint of overweight.
Public beauty standards and internet memes
"KFC Boss" reflects the current trend of labeling and discussing aesthetic standards through the lens of Internet memes. Over recent years, social media has increasingly shaped cultural discourse where standards of appearance are imposed or ridiculed. On the web, any inconsistency with the "perfect" appearance model is often targeted for trolling. The term "KFC Boss" is essentially the result of such interaction, where slang is chosen to emphasize overweight or non-observance of generally accepted canons of beauty.
Consequences of use: between humor and bullying
Although this slang word is often used in humorous contexts, its use can be offensive and humiliating to many people. This is one of those cases when "humor" crosses the line between friendly jokes and real emotional injuries. Aptly selected meme labels like "KFC Boss" emphasize the destructiveness of such aesthetic standards and the influence of social networks on the formation of public opinion.
Is a "positive" KFC Boss possible?
Interestingly, under certain circumstances, the meme "KFC Boss" can have a reverse, even ironic-positive tone. A person, by accepting this label and making it part of his self-identification, can "capture" its negative meaning and turn it into a source of self-irony and self-respect. This is a kind of self-defense and positive approach to one's appearance.
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