“Brain Rot” defines 2024, says Oxford Languages
Oxford Languages has announced that ‘brain rot’ is the Word of the Year for 2024, following a public vote involving over 37,000 participants. The term reflects growing concerns about the effects of consuming excessive low-quality online content and was chosen for its cultural relevance and linguistic significance, Kazinform News Agency correspondent reports.
“Our experts noticed that ‘brain rot’ gained new prominence this year as a term used to capture concerns about the impact of consuming excessive amounts of low-quality online content, especially on social media," the organization stated in its press release.
Defined 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. Also: something characterized as likely to lead to such deterioration,” brain rot has seen a 230% increase in usage over the past year.
Oxford Languages explained that the phrase originated in 1854, first appearing in Henry David Thoreau’s Walden, where he criticized society’s preference for simplicity over intellectual effort. In 2024, it has taken on new life, particularly among Gen Z and Gen Alpha communities on social media platforms like TikTok.
Frequently used as a humorous term, ‘brain rot’ has also sparked serious discussions about its impact on mental health. Experts warn that consuming excessive low-value content, such as viral memes and videos, could harm young people's cognitive well-being.
“I find it fascinating that the term ‘brain rot’ has been adopted by Gen Z and Gen Alpha, those communities largely responsible for the use and creation of the digital content the term refers to. These communities have amplified the expression through social media channels, the very place said to cause ‘brain rot’. It demonstrates a somewhat cheeky self-awareness in the younger generations about the harmful impact of social media that they’ve inherited,” Casper Grathwohl, President of Oxford Languages said.
Previously, Collins Dictionary selected “brat” as the Word of 2024, reflecting shifting attitudes toward behavior and identity in modern society. Meanwhile, Cambridge Dictionary chose “manifest”, emphasizing its evolving meaning and rising relevance in self-expression and social discourse.
