An impressively silly debate resumed this week over the “correct” pronunciation of GIF. Steve Wilhite, who invented the format, prefers “jif”, and at the recent Webby Awards he shared this opinion (tongue presumably in cheek) through a projected GIF set to Richard Strauss.*
Mr Wilhite knows the OED accepts both common pronunciations, hard-g /gɪf/ as in gift and soft-g /dʒɪf/ as in gist. (As do other dictionaries and all right-thinking people.) But the lexicographers, he told the New York Times, “are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.”
End of story? Well, no. This is English: it’s messy. It misbehaves.