Oxford Dictionaries has announced “brain rot” as its 2024 Word of the Year, highlighting growing cultural anxieties about the mental toll of excessive online engagement.

The term “brain rot” refers to the perceived decline in cognitive or intellectual abilities due to overexposure to low-quality digital content, particularly on social media. Its selection as Word of the Year was decided by a public vote, involving over 37,000 participants during a two-week period.

Other shortlisted contenders included:

• Demure: Representing restraint or modesty.
• Dynamic pricing: The practice of adjusting prices in response to market conditions.
• Lore: Knowledge or traditions considered essential to understanding a specific subject.
• Romantasy: A genre-blending romance with magical or adventurous elements.
• Slop: Low-quality content generated by artificial intelligence.

Oxford University experts noted a 230% surge in the use of “brain rot” between 2023 and 2024, reflecting rising awareness of the mental health risks linked to endless scrolling through online content.

Cultural Insight
“Brain rot” encapsulates a deeper cultural critique of digital consumption. Kasper Gratwall, president of Oxford Languages, remarked:

Last year’s word, ‘rizz,’ showcased how online spaces shape our language. This year, ‘brain rot’ captures a warning about the digital world’s impact on our free time and well-being. It’s a logical next step in the conversation about technology and humanity.

Historical Roots and Modern Usage

The term dates back to 1845, appearing in Henry David Thoreau’s Walden. In his critique of intellectual decline, Thoreau lamented:

“While England is trying to cure the potato blight, will not someone try to cure the brain blight, which is far more prevalent and fatal?”

In today’s context, “brain rot” has found new resonance among younger generations, especially on TikTok and in digital journalism. Beyond its origins in casual slang, it now symbolises broader concerns over the psychological effects of exposure to harmful or superficial online material.

Global Trends in Word Selections

Oxford is not alone in highlighting linguistic trends. Earlier this year, Cambridge Dictionary chose “manifest” as its Word of the Year, while Collins English Dictionary selected “brat.”

“Brain rot,” however, stands out as a marker of our digital era—a phrase that captures both the allure and the potential hazards of the virtual spaces we navigate daily.