Oxford University Press has named “brain rot” as its Word of the Year for 2024, reflecting the term’s growing cultural relevance. The evocative phrase, which saw a 230% increase in usage over the past year, was chosen through a mix of public voting and linguistic analysis.
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 to be trivial or unchallenging,” brain rot encapsulates concerns about modern digital life and its impact on mental health.
Casper Grathwohl, President of Oxford Languages, explained the selection. “’Brain rot’ speaks to one of the perceived dangers of virtual life and how we are using our free time,” he said. “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.”
The concept of “brain rot” may feel modern, but its origins date back to Henry David Thoreau’s Walden, published in 1854. The phrase now resonates as a critique of today’s overwhelming consumption of online content.
The term beat out five other finalists: demure, slop, dynamic pricing, romantasy, and lore. It follows last year’s winner, “rizz,” a slang term for charisma and seduction.
The announcement comes amid a wave of linguistic reflections on cultural trends. Notably, Collins Dictionary’s Word of the Year for 2024 is “brat,” inspired by a summer ideal tied to an album title.
Oxford’s Word of the Year continues to capture defining moments in global society, and brain rot serves as a timely reminder of the challenges posed by modern technology and content consumption.
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