The Oxford University Press has declared ‘brain rot’ as the Oxford Word of the Year 2024. The selection was the result of an open public vote in which more than 37,000 individuals chose from among six final terms. It captures emerging anxieties about the damage to mental life caused by junky, repetitive, and addictive content online.
At its core, ‘brain rot’ refers to the cognitive decline or mental stagnation caused by overexposure to low-quality, mindless digital content. The term has picked up pace along with the popularity of concepts like digital detoxes—deliberate breaks from screen time to combat burnout and restore focus.
According to linguistic experts, the term’s casual tone appeals particularly to younger audiences, while its vivid imagery strikes a chord across generations. It succinctly captures a shared anxiety about the impact of technology on intellectual and emotional well-being.
According to Oxford University Press, the term has experienced increased usage over the years, thanks to trends like doomscrolling, binge-watching, and engaging in viral but usually meaningless social media posts. In 2024, it’s an expression commonly used both in terms of cause-and-effect: it points both to the reason (junk content) and effect (mental fatigue or degeneration) of the digital era.
Why Did ‘Brain Rot’ Win?
This year’s Word of the Year selection process was participatory, with the public invited to vote on a shortlist curated by OUP’s language experts. The competing terms included ‘demure’, ‘dynamic pricing’, ‘lore’, ‘romantasy’, and ‘slop’, each reflecting distinct cultural or linguistic trends.
Brain rot’ won by majority vote, attesting to its importance in a nation that increasingly is talking mental health and digital wellness. The word sounds fitting today when debates on screen time, digital overexposure, and mindfulness are hot off the mouth of most Americans.
Cultural Relevance And Digital Self
The Oxford Word of the Year is more than a language award; it reflects the culture itself, showing what is top of mind. Previous years’ winners include ‘goblin mode’ in 2022 and ‘climate emergency’ in 2019, highlighting new social actions and pressing global issues of the time.
‘Brain rot,’ like its predecessors, has sparked introspection about the consequences of digital immersion. Its rise highlights a collective awareness of the need to balance online engagement with offline mindfulness. As Oxford University Press remarked, the term “encourages reflection on how digital habits are shaping mental well-being in a hyperconnected world.”
The Oxford Word of the Year is chosen based on its cultural relevance, frequency of use, and ability to encapsulate important societal concerns. This year’s selection process garnered more than 400,000 votes globally, thereby reinstating the term’s relevance across various audiences.
