Have you heard the word “awesome” lately? It’s in our films, newsfeeds, and songs; it’s on our t-shirts, menus, and products. “Awesome sells” must rival “sex sells”—it shows up all over the marketplace, from the new Wendy’s S’Awesome Sauce and TV commercials for Crest toothpaste, Xfinity, and Wienerschnitzel to gift cards, all-purpose cleaners, and wet wipes. (For a collection of examples, see my “anthropology of awesome” Instagram account @onbeingawesome.) “Awesome” even shows up on Ann Coulter’s 2016 book In Trump We Trust, which is subtitled (ironically) “E Pluribus Awesome!”. At a time when conflict between the political left and right is intractable, both sides want to project the thought that our unity is not assured unless we are “awesome” together.

“Awesome” is clearly not being used in its traditional sense to mean awe-inspiring, or to summarize standard dictionary definitions, inspiring a feeling of reverence or respect, often combined with wonder, fear, or apprehension. Something seems awesome in the traditional sense when it makes us feel that the universe is so vast compared to our short lives and little selves—and it’s all just so wonderful, amazing, or overwhelming. We gasp in awe at a silver, dark starry sky, a stunning work of art, or a breathtaking scientific theory.

But we don’t want to be moved to awe by every beat we bump and every taco we taste, even though we are perfectly willing to say that some taco or tune is awesome. Eddie Izzard jokes, “I saw an advert for Awesome Hotdogs, only $2.99! If they were awesome you’d be going, “I cannot…breathe…for the…way the sausage…is held by the bun…it’s speaking to me! …” When we aspire to be awesome we aren’t hoping to remind every person we meet that they are barely a blip on the universe’s infinite radar screen.

___

"Being awesome is a matter of being good at creating and encouraging social openings. Excellent performances, grand spectacles, and superhuman achievements might inspire the feeling of awe, but they aren’t awesome unless they connect us as expressive individuals and move us to appreciate one another" 

___

It is tempting to conclude that the word “awesome” on the contemporary tongue means little more than “good” or “I like that”. Of course, the word also has a familiar informal meaning, which dictionaries commonly claim is just extremely good or excellent. Although people do use the word this way, a little reflection suggests that there is something special about the contemporary use of “awesome”. Lots of things can be excellent without being awesome: bands, meals, sports teams, you. Consider a really good musical performance, for example. The performance might display excellence in a way that is to be enjoyed and appreciated but without the special element that makes us think that was awesome. Compare, for example, the live performances of a perfectly conducted orchestra (excellent) and the late American folk singer and activist Pete Seeger (awesome). The orchestra performs to perfection, requiring masterful, precise contributions from numerous experts (bravo!). Seeger, in clear contrast, often barely sang his songs and encouraged the crowd to join in on a collective performance, resulting in a concert hall full of strangers singing together, with Seeger strumming enthusiastically, awesomely, at the helm.