Oxford’s word of the year for 2024, brain rot, captured the collective anxiety over the mental consequences of digital abuse in a world dominated by endless scrolling and algorithm-driven feeds.

Is your daily routine consumed by endless scrolling through social media feeds? If so, you might resonate with “brain rot,” the 2024 Oxford word of the year.

This culturally significant term highlights growing concerns about the impact of excessive digital engagement on mental clarity and intellectual well-being. Its growing use – a 230% increase in just one year – speaks to a global unease about the negative effects of an always-online lifestyle.

What is brain rot?

The term refers to a perceived decline in cognitive or intellectual abilities, often linked to overconsumption of trivial, repetitive, or low-quality online content. It’s become a shorthand way to describe the mental consequences of mindless scrolling, especially on social media platforms.

Interestingly, “brain rot” predates the digital age. Its first recorded use appears in Henry David Thoreau’s 1854 classic. Waldenwhere he criticized societal superficiality, asking: “While England strives to cure the rot of the potato, will no one strive to cure the rot of the brain – which is rampant much more widely? and fatally? Thoreau’s warnings have found renewed relevance in the age of TikTok algorithms and infinite scrolling.

Oxford’s word of the year reflects anxiety, not a medical problem

Although suggestive, “brain rot” is not a scientifically recognized condition. Oxford psychologist and professor Andrew Przybylski explains: “There is no evidence that brain rot actually exists. Instead, it describes our dissatisfaction with the online world and aggregates our concerns about social media.

Casper Grathwohl, president of Oxford Languages, echoes this sentiment, pointing out that word of the year choices often reflect society’s concerns. “Over the past two decades, you can see society’s growing concern about how our virtual lives are changing. “Brain rot” reflects one of the perceived dangers of digital life, particularly how we spend our free time.”

Oxford Word of the Year: From Online Jargon to Mainstream Discourse

Initially popularized on platforms like TikTok and Twitter, particularly among Gen Z and Generation Alpha, “brain rot” has transcended its niche origins. It now serves as a broader cultural critique of the addictive nature of algorithms and the perceived decline in the quality of online content.

“Last year’s word, ‘rizz,’ highlighted the fun side of online communities,” says Grathwohl. “Brain rot,” on the other hand, speaks to the darker undercurrents of our digital experiences. »

Other words in competition

The competition for Oxford’s Word of the Year was tough, with the other finalists capturing distinct aspects of contemporary life:

Understated: A term for a reserved, understated style or behavior driven by a viral TikTok trend emphasizing minimalist fashion and careful makeup.

Dynamic pricing: The practice of adjusting prices based on demand, increasingly common in industries like travel and entertainment.

Lore: Refers to essential knowledge or history, often in discussions of pop culture and fandom.

Romanticism: genre mixing romance and fantasy, popularized by works like *Fourth Wing*.

Slop: Describes low-quality AI-generated content distributed indiscriminately online.

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