A term born in the depths of internet slang, it encapsulates growing anxieties about the deteriorating mental and intellectual state attributed to excessive consumption of low-quality online content.
Published Dec 09, 2024 | 12:01 PM ⚊ Updated Dec 09, 2024 | 12:01 PM
Brain Rot.
In a nod to the intersection of language, culture, and societal concerns, “brain rot” was declared Oxford’s Word of the Year for 2024.
A term born in the depths of internet slang, it encapsulates growing anxieties about the deteriorating mental and intellectual state attributed to excessive consumption of low-quality online content.
“Our language experts created a shortlist of six words to reflect the moods and conversations that have helped shape the past year. After two weeks of public voting and widespread conversation, our experts came together to consider the public’s input, voting results, and our language data, before declaring ‘brain rot’ as the definitive Word of the Year for 2024,” said Oxford University Press in a statement.
Brain rot is defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered trivial or unchallenging. Also: Something characterised as likely to lead to such deterioration”.
Oxford said their experts noticed that brain rot gained new prominence this year as a term used to capture concerns about the impact of consuming excessive amounts of low-quality online content, especially on social media. The term increased in usage frequency by 230 percent between 2023 and 2024.
Speaking about this year’s selection process and the 2024 winner, Casper Grathwohl, President of Oxford Languages, in a statement 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. Last year’s winning word, ‘rizz’, was an interesting example of how language is increasingly formed, shaped, and shared within online communities. ‘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. It’s not surprising that so many voters embraced the term, endorsing it as our choice this year,’ he said.
The first recorded use of brain rot was found in 1854 in Henry David Thoreau’s book Walden, which reports his experiences of living a simple lifestyle in the natural world. As part of his conclusions, Thoreau criticises society’s tendency to devalue complex ideas, or those that can be interpreted in multiple ways, in favour of simple ones, and sees this as indicative of a general decline in mental and intellectual effort: “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?”
According to Oxford University, the term has taken on new significance in the digital age, especially over the past 12 months. Initially gaining traction on social media platforms — particularly on TikTok among Gen Z and Gen Alpha communities — brain rot is now seeing more widespread use, such as in mainstream journalism, amidst societal concerns about the negative impact of overconsuming online content.
In 2024, brain rot is used to describe both the cause and effect of this, referring to low-quality, low-value content found on social media and the internet, as well as the subsequent negative impact that consuming this type of content is perceived to have on an individual or society.
It has also been used more specifically and consistently in reference to online culture. Often used in a humorous or self-deprecating manner by online communities, it is strongly associated with certain types of content — including creator Alexey Gerasimov’s viral Skibidi Toilet video series, featuring humanoid toilets, and user-generated “only in Ohio” memes, which reference bizarre incidents in the US state.
This content has given rise to emerging ‘brain rot language’ — such as skibidi, meaning something nonsensical, and Ohio, meaning something embarrassing or weird — which reflects a growing trend of words originating in viral online culture before spreading offline into the real world.
Behind the humour lies a sobering reality: Brain rot embodies a growing concern among mental health professionals about the negative effects of excessive digital consumption. Studies have highlighted connections between prolonged screen time and various cognitive, emotional, and physical health issues, particularly among adolescents.
Decreased Attention Span: The rapid, fragmented consumption of content diminishes individuals’ ability to focus on complex or prolonged tasks. Users become conditioned to expect immediate gratification, undermining their ability to engage in deep thinking.
Memory Impairment: Overwhelmed by trivial information, the brain struggles to retain meaningful data, leading to forgetfulness and cognitive overload.
Mental Fatigue: Consuming low-value content can create a cycle of procrastination and exhaustion, discouraging engagement with more stimulating activities.
Emotional Consequences: Prolonged engagement with trivial content can lead to desensitization, increased anxiety, and depressive symptoms. Social media’s performative culture often exacerbates these emotions, making individuals feel isolated or inadequate.
A growing body of research supports the mental health implications associated with excessive digital engagement. A 2023 study in BMC Public Health linked higher screen time in adolescents to a spectrum of mental health issues, including depression, attention-deficit symptoms, and conduct disorders. A study published in Cyberpsychology, Behavior, and Social Networking revealed that immersion in platforms like TikTok and Instagram is associated with heightened depression and anxiety.
It should be noted that TikTok is banned in India. However, other social media platforms such as Instagram, Facebook, YouTube etc provide short video content on these forms.
The term resonates particularly among younger generations. Gen Z and Gen Alpha, who spend an average of seven hours daily on screens, are vulnerable to the pitfalls of digital addiction. The dopamine-driven architecture of apps encourages constant engagement, while the relentless pace of viral trends leaves little room for introspection or meaningful connection.
Moreover, children and adolescents are at heightened risk of disrupted sleep patterns due to excessive screen time, a factor linked to long-term cognitive decline and even neurodegenerative conditions. Sleep deprivation, in turn, hinders emotional regulation, compounding the mental health crisis.
Despite its grim implications, brain rot is not an irreversible phenomenon. Mental health experts and educators emphasize proactive measures to mitigate its effects:
According to Oxford, as a cultural and linguistic phenomenon, brain rot offers a lens to examine broader societal issues in the digital age. While its viral appeal underscores our fascination with online trends, it also serves as a stark reminder of the mental health consequences of unchecked digital consumption.
The recognition of brain rot as Oxford’s Word of the Year is more than a reflection of linguistic evolution; it is a call to address the cognitive and emotional costs of our digital lives. In the words of Casper Grathwohl, “It feels like a rightful next chapter in the cultural conversation about humanity and technology.”
(Edited by Muhammed Fazil.)
