heikentymis
heikentymis is a term used in some discussions of linguistics to denote the process by which the semantic strength or emotional charge of a word, phrase, or expression diminishes across use or time. The term is modeled on Finnish heikentää, meaning to weaken, and is used in English-language scholarship to describe a semantic weakening or bleaching.
In practice, heikentymis covers both diachronic change (semantic drift that reduces force over generations) and synchronic
Instances frequently cited include words that accumulate attenuated meanings through frequent, non-technical use or shifts from
See also: semantic bleaching, semantic drift, language change, pragmatics.