Oxford University Press has declared ‘brain rot’ as the Oxford Word of the Year for 2024. Chosen by over 37,000 voters and endorsed by linguistic experts, the term encapsulates a growing societal concern: the mental and intellectual toll of consuming trivial or excessive online content.
What Is ‘Brain Rot’?
Defined as “the supposed deterioration of a person’s mental or intellectual state, especially as a result of overconsumption of trivial or low-quality online material,” ‘brain rot’ surged in relevance this year. Usage of the term spiked by an astounding 230% between 2023 and 2024, underscoring its resonance in an era dominated by digital content.
Its origins trace back to 1854, when Henry David Thoreau used the term in Walden, critiquing society’s tendency to favour simplistic ideas over complex thought. 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?” While once a metaphorical critique, the term has taken on new life in the digital age.
From Social Media to Mainstream Conversations
Initially popularised by Gen Z and Gen Alpha on social media, ‘brain rot’ has shifted from being a humorous self-reference to a serious societal critique. Viral content, such as Alexey Gerasimov’s surreal Skibidi Toilet series or memes like ‘only in Ohio,’ exemplifies this phenomenon, with their nonsensical or bizarre nature often labelled as ‘brain rot’.
This cultural trend has even spawned a unique lexicon. Words like ‘skibidi’ (meaning nonsensical) and ‘Ohio’ (signifying something weird or embarrassing) illustrate how digital culture influences language, often crossing into offline usage.
Yet, amid the humour lies concern. Experts and institutions are increasingly warning about the adverse mental health impacts of consuming such content, particularly for younger audiences. Earlier this year, a US-based mental health centre issued guidelines on identifying and avoiding ‘brain rot.’
Casper Grathwohl, President of Oxford Languages, highlighted the term’s relevance. “Looking back at the Oxford Word of the Year over the past two decades, you can see society’s growing preoccupation with how our virtual lives are evolving. ‘Brain rot’ speaks to one of the perceived dangers of virtual life, and how we are using our free time,” he said.
Oxford’s shortlist also included other terms reflective of contemporary culture, such as ‘demure,’ ‘dynamic pricing,’ ‘lore,’ ‘romantasy,’ and ‘slop.’
This year’s choice follows 2023’s winner, ‘rizz,’ a slang term for charm or charisma, highlighting how digital culture continues to shape language and societal conversations.
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