Oxford Word Of The Year, ‘Brain Rot,’ Defines Our Screen-Fixated Times

Oxford University Press announced its 2024 word of the year on Monday, and it captures a phenomenon that’s all too familiar in our internet-saturated culture: “brain rot.”

Brain rot, which some write as “brainrot” or “brain-rot,” refers to the supposed deterioration of one’s mental or intellectual capabilities from spending excessive time consuming material, particularly online, that’s considered trivial or unchallenging. Full disclosure: Before sitting down to write this story, I spent a good 40 minutes mindlessly scrolling through silly Instagram reels, so continue reading at your own peril.

Why Did Oxford Pick ‘Brain Rot’?

Oxford University Press and other dictionary publishers traditionally cap off the year by choosing a word that captures the zeitgeist of the past 12 months. “Brain rot” took the Oxford crown this year after a public vote in which more than 37,000 people named it their top choice. In addition to considering the vote tally, Oxford looked at language data.

“Our 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,” Oxford University Press said when sharing its 2024 word of the year. It added that use of the term surged 230% between 2023 and 2024.

“Brain rot” also made the shortlist for Dictionary.com’s 2024 word of the year, though “demure” ultimately took the title. The word’s popularity soared following Jools Lebron’s viral satirical TikTok video advising women to be “very mindful, very demure” in the workplace.

First Recorded Use Of ‘Brain Rot’

While “brain rot” has become synonymous with digital culture, the phrase has origins in the 19th century, long before cat videos and TikTok trends became a staple of online entertainment. Henry David Thoreau first recorded the phrase in his classic 1854 book Walden, a reflection on the author’s experience living simply in nature. In the book, Thoreau observed that society tends to gravitate toward simple ideas over those that require more mental engagement: “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 employed “brain rot” to critique society, internet users today often tap the term in a humorous and self-deprecating way to describe the mental stagnation that results from digital overload.

Still, this seemingly lighthearted pastime has sparked serious discussions about the cognitive and mental health effects of endless scrolling — and increasingly, generative AI — especially among young people. More states are ramping up cellphone bans as a way to decrease distractions in the classroom and hopefully counter some of the alleged adverse psychological effects of time spent on social media.

Viral TikTok Trend Propels ‘Demure’ To 2024 Word Of The YearBy Leslie Katz

A number of studies have found that time spent on platforms like Instagram and TikTok can lead to anxiety, depression and low self-esteem as kids get harassed or embarrassed online and compare their lives with the polished and carefully curated narratives crafted by others.

“When we spend hours surfing and scrolling, we consume huge quantities of meaningless data, negative news and perfectly retouched photos of friends and celebrities that make us feel inadequate,” the mental health and addiction treatment center Newport Institute wrote in a description of brain rot earlier this year. Trying to absorb and cope with massive amounts of content “creates mental fatigue,” the institute said. “And that can lead to a drop in motivation, focus, productivity and energy over time, especially in young people.”

In other words, it’s “brain rot.”