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AI CONCISE SUMMARY: A new study shows that swearing has become more common in everyday conversation over recent decades due to a process called “delexification,” where words like the F-word have expanded their function and weakened their meaning. The use of the F-word as an idiomatic phrase has increased threefold, while its usage as a personal insult or reference to intercourse has decreased. This change is due to delexicalization, which refers to an expansion of a word’s function that weakens its meaning over time. While politicians and coworkers should still exercise discretion when using such language, the use of swear words like the F-word on TV and in public discourse has become less offensive to people.

Anecdotal, but it does appear that the fluent use of profanity is expected in some social/cultural circles. The military would be a prime example. I think as these circles are influenced by younger generations they eventually succumb to the softening of the F-word. From personal experience, there can be a lack of distrust for someone who refrains from swearing. A lack of some use of profanity can come off as someone being sheltered, having a lack of street cred or general social awareness, etc.