Turning on the car stereo, 19-year-old Chris Magliulo had just finished telling his buddy how he was going a full day without profanity.

As he sang along with Notorious B.I.G., his buddy stopped him. The University of California sophomore realized he'd already blown it. "I stopped singing after the first verse," said Magliulo, who lives in Kailua.

"I didn't even notice it. I don't think people in my age range even notice it. Even though I was really trying, it happened."

Ask teachers, students and experts if they see an increase in common usage of what linguists call "taboo words" among young people and the answer quite possibly would be "&@!! yeah!"

In 2006, The Associated Press released a poll that found nearly 74 of Americans questioned said they encounter profanity in public frequently or occasionally; 66 percent said they think people swear more than they did 20 years ago.

Moanalua High teacher Cris Rathyen also finds the use of profanity more pervasive: "I think it's much worse than it used to be. In music, on TV, there's been a huge relaxation of all those prohibitions."

HOW BAD IS IT?

After his day in the profanity-free zone, Magliulo recognized profanity's pervasive existence within his crowd: "I did notice a lot more, though it's not really, really bad. Not like 'Superbad,' to that extreme, but the swearing is almost a part of the language."

That "Superbad" he's referencing? It's the hit Judd Apatow-produced movie comedy now playing at your local multiplex, based on two high school graduates trying to lose their virginity before college. According to the Internet Movie Database, one particular epithet — let's call it the "f bomb" — is repeated more than 180 times in the film.

Magliulo, an observant collegian, said it's commonly used as an adjective by his peers, often to show emphasis. As a verb, it's used to signify disappointment, as well as frustration.

Michael Forman, a professor in the linguistics department at the University of Hawai'i-Manoa, tells the story of his children using a noun form of that particular word as young children, decades ago. Turns out that was what the kids said to each other on the playground when they were arguing over tetherball rules.

The linguist in him was curious: What other words did they use in the same context?

"Dummy," was one. "Idiot" was another.

Now, he asked them, what was the worst possible thing you could call someone on the playground?

They looked at him, all serious, and said, ominously, "Stupid."

"This father realized he had to start watching his tongue," Forman said with a laugh.

CHANGING MORES

Language is always evolving, explains Christina Higgins, a linguist with the department of second language studies at UH-Manoa. Words that George Carlin said you could never say on TV are now showing up in prime time — though most likely, on cable.

She also notes that there isn't the discrepancy between sexes there once was when it came to taboo words — in other words, it's not just cursing like a (presumably male) sailor or in the boys' locker room.

"Men's and women's language are more similar, and that may mirror gender politics," she said "By and large, women have been the people whose language is more restricted — good language and correct language and polite language. That has shifted since the 1970s."

However, she adds, recent studies in sociolinguistics show girls do monitor their use of curse words more than boys do.

Asked to make a hypothesis about the increase in taboo words, Higgins mused for a moment.

"I wonder if arguments can be made about the more democratic family structure that seems to be evolving," she said. "The relationships between parents-children seems more egalitarian; things are negotiated rather than put out as commands; teens are being treated as adults. I grew up in a fairly conservative house, and never would use one of those four-letter words with my parents, still."

POP CULTURE'S EFFECTS

Higgins makes note of the way online communication and music lyrics give youths access to all kinds of language use.

It's fair to say taboo words are particularly found in hip-hop and rap, which often emphasize outlaw language and culture.

When teacher Rathyen thought about the changing mores, her theory also went to pop culture, crossed with lack of parental oversight.

"The problem is the kids are all hooked up to iPods, and parents are not monitoring what's being downloaded," Rathyen said.

Instead of keeping it insular, the English teacher and yearbook adviser tries to bring it out into the open.

"I say, 'Why don't we play it on speakers?' and they say 'NO,' " Rathyen said, noting the music often is filled with profanity, gender insults and stereotyping. "Kids are living and breathing it; they're becoming inured to it."

After his daylong abstinence, Kailua resident Magliulo knows language — taboo or otherwise — has its ripple effects.

"I know I'm being an example for my younger brothers and their friends," said Magliulo, who is the oldest son in his family. "It's more personal than hearing it on TV. ... Even TV and Nickelodeon have gotten a little more risque. Everything's moving more toward the MTV culture."