It’s pronounced ‘JIF’ … end of story
Every now and then I will hear someone mispronounce .gif and I’ll cringe in behalf of the person doing the mispronouncing.
It’s pronounced JIF, as in the peanut butter, not hard-G GIF, as in you are pronouncing it wrong.
The website Newsy published a thorough analysis of this matter yesterday and offered up what should be considered by anyone conclusive proof as to the proper pronunciation: a video of .gif inventor Steve Wilhite accepting a Webby Lifetime Achievement Award in 2013. You can watch the entire three-minute clip if interested in the history of the .gif, or skip ahead to the 2:44 mark for that proof I mentioned.
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