Feeling "Brain Rot"? You’re Not Alone, Says Oxford
Oxford University has declared "brain rot" the word of the year for 2024, reflecting a growing societal concern about the potential mental toll of excessive online content consumption.
"Brain rot" describes that unsettling feeling of mental sluggishness and dimming cognitive function after spending too much time scrolling through online content, a phenomenon particularly prevalent among younger generations.
The term, first coined over a century ago by writer Henry David Thoreau, has witnessed a 230% surge in usage this year. "While England is trying to cure the rot of the potato, let no one try to cure the rot of the brain, which is far more widespread and fatal," wrote Thoreau aptly in his book Walden, criticizing society’s tendency to prioritize simplicity over complex ideas.
Today, "brain rot" resonates with a new urgency, spurred by growing awareness of the potential downsides of constant online engagement. The term has gained traction, particularly among Generation Z and Alpha who, ironically, use social media platforms to voice their concerns about the very medium they feel is impacting them.
“It shows a bit of brazenness and at the same time awareness among the younger generation about the harmful effects of the social media they have received,” Casper Gratwall, president of Oxford Languages, noted.
The rise of "brain rot" coincides with the emergence of treatments designed to combat its effects. One US behavioral health provider now offers therapy for “brain rot,” characterizing it as a condition marked by "mental fog, lethargy, reduced attention and cognitive decline.”
Experts suggest combatting "brain rot" through strategies like setting screen time limits and embracing digital detox periods.
Interestingly, "brain rot" is just one of several words reflecting our changing social landscape that Oxford has flagged this year. Other notable entries include "lore," "romantasy," and "slop"—terms reflecting the evolving world of online content and its impact on our lexicon.
But perhaps more telling is the presence of "demure," a term that captivated Gen Z audiences on TikTok earlier this year. Meaning a polite or reserved appearance or behavior, "demure" emphasizes the complex interplay between online trends and traditional values.
Last year, Oxford’s word of the year was “rizz,” a slang term for charisma, highlighting our persistent fascination with interpersonal connection in a digital age.
