Keelenõiad

Keelenõiad is an Estonian term that refers to individuals who actively engage in language monitoring and correction, particularly in public discourse. The term literally translates to "language witches" or "language sorceresses," implying a somewhat cautionary and sometimes playful perception of their role. These individuals often scrutinize the use of Estonian in media, advertising, and official communications, identifying and pointing out grammatical errors, stylistic infelicities, or deviations from established norms.

The activities of keelenõiad can range from informal online comments to more structured critiques. They often act as self-appointed guardians of the language, aiming to maintain its purity and clarity. While their intentions are generally to improve language use, the term "keelenõiad" can sometimes carry a slightly negative connotation, suggesting an overly critical or pedantic approach. However, many acknowledge the valuable service they provide in raising awareness about linguistic accuracy and promoting good Estonian. Their presence highlights a strong societal interest in the health and proper functioning of the Estonian language.