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Oxford University Press Names “Brain Rot” as Word of the Year for 2024

Oxford University Press has unveiled its Word of the Year for 2024: “brain rot,” a term that highlights the negative impact of excessive online engagement. This designation sheds light on societal concerns regarding the consumption of low-quality content across digital platforms.

The term is defined as “the supposed deterioration of a person’s mental or intellectual state,” particularly due to an overindulgence in content deemed trivial or unchallenging. This definition aligns with growing apprehensions about the effects of technology on mental health and the quality of information consumed.

Casper Grathwohl, president of Oxford Languages, commented on the choice, emphasizing its significance in the ongoing dialogue about humanity’s relationship with technology. He noted, “It feels like a rightful next chapter in the cultural conversation about humanity and technology.”

Interestingly, the concept of “brain rot” has its roots over 150 years back, appearing in Henry David Thoreau’s seminal work, Walden. Thoreau reported on his journey into solitude, questioning societal norms and the values surrounding them. He posed a poignant comparison, asking, “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?”

Unfortunately, the issue Thoreau acknowledged has persisted and evolved, becoming increasingly pertinent in the era of social media. Oxford indicates that “brain rot” is now specifically associated with easily consumable and low-quality content that proliferates rapidly on social networks, along with the psychological effects stemming from prolonged exposure to it.

Rising Use of the Term

The word “brain rot” experienced a dramatic increase in usage, rising by approximately 230 percent in the past year. It outperformed five other contenders, including “demure,” “lore,” “romantasy,” “slop,” and “dynamic pricing.”

Grathwohl remarked on the process of selecting the Word of the Year, describing it as “a bit of a dark art.” He noted that successful choices often provoke thought and reflection among the public. Last year, the chosen term “rizz,” a colloquial term for charisma, saw its usage soar by over 1500 percent following its announcement.

To decide on the finalists, Oxford’s linguistic experts analyzed usage data to identify words that captured the year’s prevailing moods and discussions, finally leaving the ultimate decision to public vote, which engaged over 37,000 participants this year.

Other dictionaries have announced their own Words of the Year as well, with Collins Dictionary selecting “brat,” meaning one characterized by a confident and independent spirit. Conversely, Dictionary.com opted for “demure,” a term describing modesty and shyness, which gained traction after a social media influencer popularized it in her makeup tutorials.

Contextual Insights and Generational Perspectives

The ascendancy of “brain rot” is perceived as a reflection of contemporary societal anxieties, especially regarding the online landscape. Andrew Przybylski, a psychologist focused on human behavior and technology at Oxford, shared that the term encapsulates a collective dissatisfaction with the online environment and serves as a useful descriptor for the apprehensions surrounding social media.

Grathwohl also pointed out a fascinating generational shift in the term’s resonance. “It demonstrates a somewhat cheeky self-awareness in the younger generations about the harmful impact of social media that they’ve inherited,” he noted, highlighting how “brain rot” has been embraced by Gen Z and Gen Alpha, who are significantly involved in the creation and consumption of digital content.

This evolving dialogue around “brain rot” underscores the necessity for ongoing discourse about the intersection of technology and mental health—an issue that continues to gain prominence in today’s digital age.

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