I’ll be honest with you, today I’m feeling a bit deflated. Actually, deflated and annoyed. The kind of annoyed that makes you want to vent to a friend over coffee, you know?So here’s what happened. A couple of days ago, I got a notification from Substack about a creator I follow who had just published a newsletter. I opened it and... well, let’s just say it felt familiar. Very familiar. Like looking-in-a-mirror familiar.It was my Weekly Italian Coffee Break format, down to the structure, the teaching style, the whole thing. And look, I get it, we both teach languages, we both teach Italian, I understand all that. But there wasn’t even a small mention, not even a “hey, this format inspired me” or a quick thank you. Nothing.And that’s when something clicked inside me. Or maybe snapped is a better word.Speak Italian Like A Local is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Not the first time, purtroppoThis isn’t my first rodeo with copycats. Back in 2018, I watched a couple of creators launch something that was, how do I put this... suspiciously similar to Italia Like A Local.Same concept, same angle. Nothing revolutionary, sure, I wasn’t inventing the wheel. I was just following my passion for sharing Italy through local eyes.Italia Like A Local was born in 2015, right after I came back from the States where everyone constantly asked me “where should I eat in Rome?” and “what should I really see in Florence?” I had just finished a course on sustainable and experiential tourism, and I thought, why not combine these two things?In 2017, I created the Italia Like A Local Instagram account. A social media marketer convinced me to join these like-and-comment exchange groups. They were all the rage among “influencers” back then, you’d share your post, everyone would like and comment to trick the algorithm into thinking it was engaging content.It was in one of these groups that I met the creator couple. They had an account similar to mine, also sharing Italy through Italian eyes. I was actually happy to meet them, to compare notes on our journey.A few weeks later, I left those groups. They felt dishonest to me, also kind of demoralizing and pathetic if I’m being totally honest.Then a creator who was still in those groups informed me that the couple had created a format on their page called... wait for it... Italia Like A Local.I was crushed. But I decided to let it go. They were young, “inexperienced” in tourism, and probably not very creative if they had to copy my name verbatim. I didn’t even own the domain yet, I bought that later.I had pretty much forgotten about the whole thing until the other day’s notification brought it all back.Ma basta con i copioni!Here’s the thing. I do my research, I take inspiration from other creators. We all do. But then I try to improve it, add my own spin, make it unique. Otherwise, it’s just another copy-paste job in the age of social media, right?Someone has an idea, shares it, it goes viral... and everyone copies the exact same thing.Fine. That works for social media, for fleeting content, the stuff that’s viral today and forgotten tomorrow.But when you apply this practice to more substantial content, the kind where a creator pours their soul and life’s passion, getting copied feels different. It stings. Especially when the copycat doesn’t even bother to give you a mention, not even just to say thanks.So today’s coffee break is about how we say “copycat” in Italian. Because if we’re going to deal with them, we might as well learn the vocabulary.Il Copione - The CopycatThe word copione (masculine noun, plural: copioni) literally comes from “copy” but in everyday Italian, it specifically means someone who copies others, a copycat.Il copione literally translates to “the script” when you’re talking about theater or film, but when you’re talking about people, it means copycat. It’s pronounced “co-PYO-neh” with the stress on the second syllable.You might hear Italians say:“Sei un copione!” - You’re a copycat!“Non fare il copione!” - Don’t be a copycat!“Che copione!” - What a copycat!There’s also the verb copiare (to copy), which works just like the English version but with more feeling when you’re complaining about someone stealing your ideas:“Mi ha copiato l’idea!” - He/she copied my idea!“Smettila di copiare!” - Stop copying!Thanks for reading Speak Italian Like A Local! This post is public so feel free to share it.Why it mattersIn Italian culture, being called a copione is quite the insult. Italy is a country that values creativity, originality, and individual style, from fashion to food to art. Being known as someone who just copies others? That’s not the reputation you want.There’s even a saying: “Copiare è rubare” - To copy is to steal. Pretty direct, no?A word on inspiration vs. ...
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