Lab+9

The "Colbert suffix" to which words contain "iness" on the end is attributed to the popular comedian Steven Colbert. This viral trend began when Colbert emerged with the word "Thruthiness" in order to explain the nature of truth that a person intuitively knows without having to research it further. The satire really is in the word itself. "Truthiness" was nominated for Word of the Year in 2005 by the American Dialectic Society. Although it is a "stunt" word it has been received by people as being poignant enough to be considered as word of the year. It has also been recognized by The Oxford English Dictionary as a derivation of truthy.

So, although the word, "thruthiness" is made up, it has been re-written in todays context as something true. This in turn is the state of much of what is being seen in the media in terms of content. Truths are true because they are widely accepted. There is no need to further research the "truth" being presented in the media, because it is being televised and the assumption is that this process has already been done.

Although new truths are continuously arising, as a society in-tuned to the media, we tend to forget the most recent past. The cycle is vicious. There is already a invented word for "truth" and that is "truthy". These new "truths" are almost always reiterations of what has already been.