Oxford University Press (OUP) has named ‘brain rot’ its Word of the Year for 2024, a decision that reflects growing concerns over the effects of digital life on our mental and cognitive health. Chosen through a public vote that garnered over 37,000 participants, this term captures the collective unease surrounding the impact of constant online content consumption. Its popularity highlights a cultural shift in how society views the pervasive influence of the digital world.
So, what does ‘brain rot’ mean? It’s more than just a viral phrase. The term refers to the gradual decline of mental and intellectual faculties caused by excessive exposure to low-quality digital content. It’s not just about fleeting trends or harmless memes; it’s about the cumulative effect of consuming superficial and often addictive online material. This growing concern is particularly aimed at platforms like TikTok and others that promote short-form, shallow content.
The surge in the term’s use is striking. OUP reports a 230% increase in its usage in 2024 compared to the previous year, with younger generations like Gen Z and Gen Alpha leading the charge. These groups are increasingly vocal about how low-value digital content impacts their cognitive abilities and mental health. The term ‘brain rot’ has become a way for them to express anxiety over the damaging effects of constant digital stimulation.
Interestingly, ‘brain rot’ isn’t a new concept. It was first used by Henry David Thoreau in his 1854 work, Walden, where he described the oversimplification of ideas leading to a decline in intellectual rigor. While its meaning has evolved, the central concern remains the same: the risk of losing critical thinking and intellectual engagement. Today, however, the term adds another layer by highlighting the psychological toll of prolonged digital engagement.
In 2024, ‘brain rot’ has gone beyond its initial social media context, entering mainstream discussions about online culture and its societal consequences. Its dual meaning—referring both to the content itself and the mental health challenges it creates—has sparked important conversations about digital consumption and its impact on youth. As more people recognize the dangers of excessive online engagement, ‘brain rot’ serves as a stark reminder to reassess our relationship with technology and its effects on our mental well-being.
By choosing ‘brain rot’ as its Word of the Year, OUP provides a powerful reflection on the evolving language of the digital age. It calls attention to the delicate balance between technology, culture, and mental health, encouraging a mindful approach to digital consumption and a renewed focus on nurturing intellectual curiosity and cognitive well-being in a hyper-connected world.
