Goblin mode is a neologism for rejecting societal expectations and living in an unkempt, hedonistic manner without regard to self-image.[1] Although usages of the term date back to 2009 with varying definitions, the term went viral in 2022 due to a Tweet[2] by Twitter user JUNIPER on Twitter, featuring a doctored headline of an interview with Julia Fox, where she alleges that then-boyfriend Kanye West's dislike of her going "goblin mode" was the cause of their breakup.[3][4] This doctored image prompted a huge spike in searches for "goblin mode", leading Fox to deny having used the term. The term has also been linked to a viral Reddit post in which a user admits to acting "like a goblin" when alone at home.[5][6]
The term quickly became viral on platforms such as TikTok, often as a response to other trends on the platform such as cottagecore or self-improvement.[5][7] In April 2022, Elon Musk posted an image macro implicitly attributing his proposed acquisition of Twitter to him being in "goblin mode".[8] In June 2022, the term was defined on Dictionary.com as "a slang term for a way of behaving that intentionally and shamelessly gives in to and indulges in base habits and activities without regard for adhering to social norms or expectations".[1] In December 2022, online respondents selected the term from Oxford Languages' shortlist as the Word of the Year.[9]
The popularity of "goblin mode" may be linked to a rejection of the carefully curated lifestyles often presented by users of social media platforms. The trend has also been linked to a manner of coping with the effects of the COVID-19 pandemic on society since this is described as a way of life that gives people permission to ditch societal norms and embrace their basic instincts and in social media, letting their inner goblin out has been a freeing experience.[5][10][11]