The phrase "brain rot" has been named the Oxford Word of the Year for 2024, following weeks of public voting and vibrant discussion.

More than 37,000 participants cast their votes to select the winner from a shortlist of six words compiled by Oxford University Press the publisher of the Oxford English Dictionary.

Defined as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result of overconsumption of material — particularly online content — considered to be trivial or unchallenging", the term has resonated widely in a digital age increasingly shaped by social media. The phrase also refers to content perceived to cause such deterioration.

According to OUP, "brain rot" saw a significant surge in usage — 230 percent — between 2023 and 2024, as conversations grew around the negative effects of consuming excessive amounts of low-quality digital content.

Casper Grathwohl, president of Oxford Languages, highlighted how the choice reflects broader societal shifts.

"It's been insightful and deeply moving to see language lovers all over the world participate and help us select the Oxford Word of the Year 2024," Grathwohl said.

"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 evolving, the way internet culture is permeating so much of who we are and what we talk about.

"'Brain rot' speaks to one of the perceived dangers of virtual life and how we are using our free time. It feels like a rightful next chapter in the cultural conversation about humanity and technology."

Grathwohl noted the phrase is used by Gen Z and Gen Alpha — generations responsible for much of today's digital content creation.

"It demonstrates a somewhat cheeky self-awareness in the younger generations about the harmful impact of social media that they've inherited," he added.

While the phrase may seem rooted in modern concerns, its origins can be traced back to 1854, when Henry David Thoreau used "brain rot" in his book Walden, reflecting on the intellectual effects of overindulgence even in a predigital era.

However, its revival and rise to prominence stem from its adoption by online communities, particularly on platforms including TikTok, where Gen Z and Gen Alpha users employ the term humorously or self-deprecatingly to critique their own compulsive habits of consuming low-value online material.

In 2024, "brain rot" has transcended its humorous roots to inspire more serious discussions about the impact of digital content on mental health, especially among young people. Mental health organizations have joined in the conversation, offering advice on recognizing and addressing the phenomenon.

From its historical beginnings to its contemporary significance, "brain rot" captures the contemporary mood of a society grappling with the influence of the digital age on human cognition and culture. Its selection as the Word of the Year underscores not only its popularity, but also its cultural and linguistic relevance in 2024.

[email protected]

?