Oxford University Press has chosen "brain rot" as its Word of the Year for 2024, reflecting rising concerns about the mental impact of excessive online content consumption. This term encapsulates the idea of mental deterioration attributed to overindulgence in trivial or superficial digital material, especially through social media.
The usage of "brain rot" surged by 230% from 2023 to 2024, marking its significant rise as more people began to associate it with their daily scrolling habits. Oxford's defining statement gives it quite the vivid imagery: it’s defined as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result of overconsumption of material considered to be trivial or unchallenging." People are increasingly aware of how mindless consumption can lead to feelings of disinterest and disengagement from more substantive activities.
Interestingly, the origin of the term stretches back to 1854 when noted philosopher Henry David Thoreau pondered over the primitive impacts of consuming low-value material. 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?" It seems ironic yet poignant how this age-old concern has been adapted to fit the nuances of our modern digital age.
The increasing calls to address "brain rot" reflect wider societal discourses about the impact of social media. This trend makes perfect sense when considering the extent to which many individuals now rely on platforms like TikTok, Facebook, and Instagram for their daily dose of entertainment and information. While scrolling endlessly through amusing clips and memes, many might overlook the consequences, from reduced attention spans to diminished mental acuity.
Oxford's president for languages, Casper Grathwohl, noted this year's selection speaks volumes about our digital lifestyles, stating, "Brain rot speaks to one of the perceived dangers of virtual life, and how we are using our free time." The concept of “brain rot” fits snugly as we revisit what social interactions and leisure time mean against the backdrop of endless digital consumption. It raises questions about how this affects our knowledge retention and cognitive development: how many facts can we claim to know when our learning is drowned out by clicks and likes?
Alongside "brain rot," Oxford also nominated several other terms for 2024's shortlist, showcasing the ever-evolving nature of language influenced by technological advancements. Some honorable mentions include "demure," which gained traction due to its popularization on TikTok, and "dynamic pricing," used prominently concerning fluctuated pricing strategies seen across industries. Other terms like "romantasy" and "slop" reflect both the current cultural trends and the unique lexicon of internet users who articulate unfiltered narratives through digital channels.
Last year's word of the year was "rizz," short for charisma, which also emanated from internet vernacular. The transition from such contemporary slang to the weighty concept of "brain rot" may indicate society's growing concern about the long-term effects of digital distractions. Grathwohl added, “Looking back at the Oxford Word of the Year over the past two decades, you can see society's growing preoccupation with how our virtual lives are changing.”
While those contemplating the lexicon’s future might ponder if terms like "brain rot" will fade as digital norms evolve, the reality is more complex. One might find solace or discomfort—depending on the lens through which they view it—in knowing this dialogue will continue to grow as more individuals question their interactions with technology. It has become increasingly common for older generations to reminisce about media’s quality, contrasting it with what social media delivers today. So, as awareness grows about the effects of endless scrolling on cognitive health, it will be interesting to see how language will adapt to fit this narrative.
Overall, as 2024 advances, "brain rot" serves as both critique and warning for many, urging people to reflect on how they consume digital content. The term encourages everyone to carve out space for more genuine engagement and thoughtfully curated content, lest they suffer from the symptoms of digital disassociation. Without careful consideration, one might unknowingly succumb to the very thing they seek to escape through online engagement: not knowing what it means to spend quality time on meaningful tasks.
