The Name of the Year, 2010
Before I announce the Baby Name Wizard Name of the Year, let me remind you that the NOTY designation isn't an endorsement. It's not a claim that the name will soon be heard in nurseries across the land. It's a recognition that this name captures our moment in time, both reflecting and shaping the naming culture around us.
With that in mind, the 2010 Name of the Year is....
For those of you who haven't looked at a TV this year, yes, that's a name. Read on.
This year's reader nominations had a clear theme. 2010 was, in one reader's apt summation, "the year of the un-name."
It was a year that saw people pushing the boundaries of what a personal name is. Parents were ravenous for fresh baby name ideas, digging deep into their reference books for untapped words (Legend, Malaysia) and jazzing up spellings the same way marketers do (Juelz, Maxx). The swelling ranks of Bloggers and Twitter users were referred to by handle rather than name. Performers, meanwhile, were upping the artifice (Prince Poppycock) and launching lawsuits when other people encroached on their name space (Lindsay Lohan). All together, it created what another reader described as a "name-as-brand vibe" to 2010.
Nowhere was this more apparent than on MTV's reality show Jersey Shore. The series, a kind of Real World populated entirely by buff young New Jersey Italians on vacation, premiered in December 2009. Soon, it was everwhere. Its heavily nicknamed cast dominated Name of the Year nominations, especially breakouts Snooki (Nicole Polizzi) and The Situation (Michael Sorrentino).
Those nicknames, as BabyNameWizard.com readers attested, were more than incidental to the show's success. "I don't have cable and have never seen the show, yet I still know who they are," one reader wrote. "I admit, I did tune in for a few episodes," wrote another, "and I also have to admit, I partly did because of the names. They made me curious--who were these characters?"
Of all the Jersey Shore nicknames, it's The Situation that epitomizes the year of the un-name. Snooki's nickname was conferred, in time-honored style, as an in-joke among her middle school friends. The Situation is a less natural, more calculated choice. It's a statement which translates roughly to "all eyes on me!"
Think of The Situation as a stage name without an act. What better emblem could there be for an age of empty celebrity, when you become famous because you're on camera, rather than being on camera because you're famous?
But more than a traditional stage name, The Situation is also a brand. By the time the first episodes of Jersey Shore aired a year ago, Mr. Sorrentino was already attempting to trademark "The Situation" for product licensing. He understood that his adopted name was his platform to fame.
You could think of this name-first celebrity as the ultimate step in a long evolution. Entertainers have always been aware of their "name brands" as they sell themselves to their audiences. In past generations, they routinely checked their names at the door when they entered Hollywood. Stage names were selected to project an image: usually glossy, like Cary Grant or Judy Garland, and occasionally goofy a la Groucho Marx. By and large, though, they all stuck to the form and style of names. To do otherwise, like ukulele-playing singer Tiny Tim, was to mark yourself as a novelty act.
Hip-hop did away with those rules. From KRS-One to Curren$y, performers blurred the line between name and act. A rapper name could be made up of anything: nouns, adjectives, articles, numbers, punctuation. It wasn't just style, it was statement. It was a brand identity.
Previously an entertainer might have created personas, like David Bowie's Thin White Duke, but these were separable from the individuals behind them. Not so with 50 Cent or T-Pain. When rap empresario Sean Combs decided to shift his image away from Puff Daddy, he had to re-name himself in a formal public relations blitz.
It took a while, but the hip-hop approach to names has finally spread. World-conquering Lady Gaga is leading the charge, with a crowd behind her. White pop singer Ke$ha, for instance, adopted a rap-style brand name as well as incorporating bits of rap into her music.
In the past, I've compared the way parents today name babies to the way companies name products. We're all trying to launch our children into life's competitive landscape with the best chance to succeed and achieve their dreams. That, I think, remains a heartfelt and loving (if obsessive) impulse. The Situation represents a different kind of name-as-brand. It's a more calculated attempt to make yourself a product, with your name as your marketing campaign. And for better or worse, it's working.