‘Brain Rot’ named Oxford Word of the Year 2024

Oxford Word of the Year 2024, 'brain rot,' reflects concerns over mental health impact of mindless social media consumption.

Oxford University Press (OUP) has announced ‘brain rot’ as the Oxford Word of the Year for 2024. The selection process for the word of the year 2024 involved over 37,000 public votes from a shortlist of six words compiled by Oxford University. The word ‘Brain Rot’ highlights the growing concerns around the effects of consuming trivial social media content on mental health.

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‘Brain Rot’ describes the cognitive decline attributed to excessive exposure to mindless social media content. The term gained momentum alongside the rise of trends like ‘digital detoxes,’ where individuals consciously take breaks from screens to counteract feelings of burnout or mental stagnation. Linguists have noted that its casual tone makes it accessible, especially to younger audiences, while its evocative imagery resonates deeply with broader societal fears of intellectual decline.

According to OUP, ‘Brain Rot’ reflects the increasing concern over how technology is shaping human thought processes and habits. Its usage surged in recent years, particularly among younger demographics, to describe the mental fatigue caused by binge-watching videos, doomscrolling, or engaging with low-quality 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.

This year’s selection process was participatory, with the public invited to vote on a shortlist curated by language experts at OUP. Other contenders included ‘heat domes’, referring to prolonged periods of extreme weather, and ‘neurospicy’, a playful term describing neurodivergent individuals. However, ‘brain rot’ secured the majority of votes, reflecting widespread recognition of its relevance. The word also highlights the increasing discourse around digital detoxes and the prioritisation of mental health in an age dominated by screens. Its recognition in 2024 signals a cultural shift towards addressing the cognitive and emotional effects of the digital ecosystem.

The Oxford Word of the Year is chosen based on its cultural relevance, frequency of usage, and ability to reflect global concerns. Previous winners include ‘goblin mode’ in 2022 and ‘climate emergency’ in 2019. Public voting plays a significant role, with this year’s selection process drawing over 400,000 votes globally.

‘Brain rot’ serves as a linguistic lens into a pivotal issue of the modern age, encouraging introspection about how digital habits influence mental well-being. It stands as a reminder of the importance of balanced content consumption and the growing need for mindfulness in a hyperconnected world.