The term “brain rot” has been declared Oxford’s Word of the Year for 2024, capturing the growing anxiety over the effects of consuming excessive amounts of online content, particularly on social media.
Selected by over 37,000 voters from a shortlist of six options, the term has seen a remarkable rise in use, with a 230% increase over the past year, according to the Oxford University Press (OUP).
“Brain rot” is used to describe the perceived mental deterioration linked to overexposure to low-quality digital content.
The term resonates particularly with younger generations, who have expressed concerns about the negative impact of prolonged screen time and social media use on mental and physical health.
What is brain rot?
The phrase “brain rot” is not new. Its first recorded use dates back to 1854, when American philosopher and writer Henry David Thoreau used it in his book Walden.
Reflecting on the state of society, 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 Thoreau used the term metaphorically to critique the intellectual stagnation of his time, its modern resurgence highlights a more literal concern.
The rise of social media and 24/7 digital connectivity has amplified fears that overexposure to online content—especially content deemed superficial or mentally taxing—might impair cognitive abilities and overall well-being.
A generational reflection
OUP notes that the increased prominence of “brain rot” aligns with a broader cultural shift, particularly among Gen Z and Gen Alpha.
These younger generations have become more vocal about the adverse effects of social media on their mental health, often citing issues like anxiety, depression, and reduced attention spans.
Studies support these concerns. Excessive screen time and the endless consumption of short-form, attention-grabbing media have been linked to declines in mental focus and emotional regulation.
The popularity of the term “brain rot” among younger users suggests it has become a shorthand for shared frustrations about these challenges.
Despite its negative connotations, some see the term’s widespread use as a positive sign.
It reflects increased awareness and dialogue around mental health in the digital age.
“Younger generations are leading the conversation about the need to balance online and offline lives,” said an OUP spokesperson.
The rise of brain rot in language
In 2024, the term reached its peak usage in September, driven by social media discussions and research into mental health. Its rapid rise earned it a spot on the shortlist for Oxford’s Word of the Year.
Ultimately, voters selected it over other contenders, recognizing it as emblematic of the year’s cultural and societal landscape.
OUP explains that the phrase has gained traction as it encapsulates the “modern malaise” of digital overload.
While older generations may associate the term with intellectual decay in broader contexts, its current use focuses sharply on the consequences of overconsumption in the digital age.
A word of caution for the digital era
As the Word of the Year, “brain rot” is more than just a linguistic trend—it’s a cultural mirror.
It underscores the urgent need for conversations about digital well-being, screen time moderation, and the quality of content consumed online.
Oxford University Press describes the choice as a “word of warning,” emphasizing that “brain rot” reflects the broader challenges of navigating life in an increasingly digital world.
For many, it serves as a reminder to step back, unplug, and prioritize mental health in an era dominated by constant connectivity.
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