Fucking najs

Standing on the platform at Rådhus tube station today, I noticed the walls were plastered with adverts for Dramaten's new production of Pygmalion. The slogan designed to attract an audience was - 'Från Fucking Najs till Förtjusande.' An interesting tagline.

Yet again, the word 'fuck' being bandied about in Swedish media. A while ago, the front page of Stockholm News was 'Inte Fucka Upp', and in another paper the journalist referred to someone as a 'smooth motherfucker.'

I don't get it. Why is the word 'fuck' considered ok to use in newspapers and other printed material in Sweden? Is it considered cool? International? Fashionable? I really don't get it. As a native English speaker, I have nothing against swear words. But when swear words are used by non-natives, I find it inappropriate and quite franky embarrassing. For them.

Let's be clear about something. The word 'fuck' is a really strong swear word. Sure, it's thrown around on American and British films, but in every-day use, it is still a taboo word. When it is used, it's a word most often reserved for use amongst friends and some families. I think it's a big mistake for non-natives to swear in English. Without the understanding of the social and culural impact of the word, it can be very offensive. Not cool, or international or fashionable.

There's a reason Dramatan has Eliza Doolittle saying 'fucking najs'. This is meant to reflect that she is a vulgar guttersnipe not fit to mix with people who have a better command of the language.

I rest my case.