In a nod to the increasingly digital nature of modern life, Oxford University Press (OUP) has declared “brain rot” as its Word of the Year for 2024. The term, chosen after a vote involving over 37,000 participants and analysis of extensive language data, encapsulates a growing cultural concern about the cognitive effects of prolonged exposure to trivial online content.
Defined by OUP as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging,” “brain rot” saw a remarkable 230% increase in usage over the past year.
An Old Term with Modern Relevance
Though its popularity has surged recently, “brain rot” is not a new phrase. Its earliest recorded use dates back over a century to Henry David Thoreau’s 1854 work Walden. Critiquing society’s preference for simplicity over complexity, Thoreau wrote:
“While England endeavours to cure the potato rot, will not any endeavour to cure the brain-rot – which prevails so much more widely and fatally?”
Thoreau’s words resonate even more today, as the term has become a staple in discussions about the impact of digital overconsumption, particularly among younger generations.
A Modern Epidemic
The rise of “brain rot” reflects increasing concerns about the effects of doomscrolling, social media addiction, and the consumption of low-quality content. Behavioral healthcare providers in the United States have even begun offering treatment for what they describe as symptoms of brain rot, including mental fog, lethargy, reduced attention spans, and cognitive decline. Suggested preventive measures include setting screen time limits and engaging in digital detoxes.
Casper Grathwohl, president of Oxford Languages, acknowledged the term’s cultural significance:
“‘Brain rot’ speaks to one of the perceived dangers of virtual life, and how we are using our free time. I also find it fascinating that the word has been adopted by Gen Z and Gen Alpha… These communities have amplified the expression through social media channels, the very place said to cause ‘brain rot.’”
Grathwohl noted the “cheeky self-awareness” of these younger generations, who openly critique the digital spaces they inhabit.
A Tough Competition
“Brain rot” edged out five other shortlisted words for the top spot, including:
“Lore”: Referring to a body of (often fictional) background information and anecdotes.
“Romantasy”: A genre blending romantic fiction and fantasy.
“Slop”: Low-quality content, often generated by artificial intelligence.
“Demure”: Viral on TikTok, this word describing modest or reserved behavior was recently named Word of the Year by Dictionary.com.
OUP’s 2023 Word of the Year, “rizz,” which describes someone’s ability to attract a romantic partner, marked a lighter cultural focus compared to this year’s introspective winner.
The Bigger Picture
The choice of “brain rot” as the Word of the Year underscores the shifting dynamics of language, technology, and culture. As society continues to grapple with the implications of digital life, the term serves as both a warning and a reflection of our evolving relationship with the online world.
While the internet offers unparalleled access to information, “brain rot” reminds us of the importance of mindful consumption—and the consequences of indulging in the trivial over the meaningful.