It’s pronounced GIF.

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Is there a “right” way to pronounce it? And why is it so complicated? •
Written with Molly Ruhl and Gretchen McCulloch. Gretchen’s podcast has an episode all about this:

Gretchen’s book BECAUSE INTERNET, all about the evolution of internet language, is available:
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(Those are affiliate links that give a commission to me or Gretchen, depending on country!)

Graphics by William Marler:
Audio mix by Graham Haerther:

REFERENCES:

Buck, S. 2014. 70% of People Worldwide Pronounce ‘GIF’ With a Hard ‘G’.
O’Leary, A. (2013, May 21). An Honor for the Creator of the GIF. New York Times. Retrieved from
Olsen, S. The Gif Pronunciation Page.
Baio, A. 2014. ‘JIF’ Is the Format. ‘GIF’ Is the Culture.
McCulloch, G. 2015. Why the pronunciation of gif really can go either way.
Dow, M. 2020. It’s ‘gif and gif’: The english lexicon goes both ways.

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