‘Brain Rot’ Named Oxford Word of the Year 2024: A Mirror to Digital Culture

DIPAK KURMI

Language evolves as a living, breathing entity that reflects the collective consciousness of a society. Every year, Oxford Languages takes a moment to capture this evolution through its much-anticipated Oxford Word of the Year. For 2024, the term that has resonated most deeply, igniting conversation and encapsulating the zeitgeist, is ‘brain rot.’

This year’s selection of ‘brain rot’—defined as the supposed deterioration of mental or intellectual states due to overconsumption of trivial, low-quality material (predominantly online content)—marks a critical reflection on the digital age and its impacts. As technology continues to redefine human behavior and culture, this term emerged as a powerful commentary on the potential dangers of mindless scrolling and the flood of ephemeral, nonsensical media content dominating platforms like TikTok. Its significance goes far beyond humor or cultural critique; it strikes at the heart of modern anxieties surrounding technology, mental health, and societal progression.

A Word for Our Times: Why ‘Brain Rot’ Matters

The concept of ‘brain rot’ is far from new. In fact, the earliest recorded use of the phrase dates back to 1854 in Henry David Thoreau’s Walden, where the author lamented society’s preference for simplicity over intellectual rigor. Thoreau’s critique of “brain rot,” in the context of his time, was an appeal for deeper thought amidst a culture he believed was losing its ability to engage with complexity. Fast forward to 2024, and the term has found new relevance, surfacing in online discourse to describe the relentless consumption of shallow, often bizarre digital content that pervades contemporary culture.

The term’s resurgence reflects societal concerns about the long-term consequences of spending hours immersed in platforms that prioritize entertainment over enrichment. Its usage increased by a staggering 230% between 2023 and 2024, suggesting a growing awareness of—and discomfort with—the unrelenting tide of triviality in online spaces. The shift has been propelled largely by Gen Z and Gen Alpha, communities whose lives are deeply enmeshed in the very technologies critiqued by the term. Yet, their adoption of ‘brain rot’ is laced with humor and self-awareness, demonstrating an ironic acknowledgment of the digital landscape they inhabit.

The Evolution of a Term

Initially gaining momentum on platforms like TikTok, ‘brain rot’ became a buzzword in online subcultures before transitioning into mainstream use. It began as a way to describe the content itself—humorous, absurd, or nonsensical videos such as Alexey Gerasimov’s viral Skibidi Toilet series, where humanoid toilets engage in surreal escapades. Similarly, the phrase was tied to “only in Ohio” memes, which highlight bizarre and exaggerated incidents supposedly linked to the state of Ohio. These forms of media exemplify the “brain rot” aesthetic—low-effort, high-entertainment material designed to be consumed without much thought.

However, the term also evolved to capture its effects: the intellectual fatigue or stagnation associated with prolonged exposure to such content. Importantly, it transcends mere critique, becoming a linguistic marker of a broader cultural trend. The emergence of related slang—such as ‘skibidi,’ meaning nonsensical, and ‘Ohio,’ used to describe something awkward or strange—highlights how language itself is shaped by the very phenomena it seeks to define.

In this way, ‘brain rot’ embodies a duality: while it serves as a lighthearted self-deprecation among younger users, it also speaks to deeper societal concerns about how digital consumption patterns affect mental health, particularly in children and adolescents.

The Role of Public Participation

The selection of ‘brain rot’ as Oxford Word of the Year for 2024 was far from arbitrary. As in previous years, the decision-making process was informed by extensive research, language analysis, and public engagement. This year, over 37,000 people cast their votes on a shortlist of six words and phrases, offering their perspectives on which term best encapsulated the mood of the year. This democratic approach not only reflected the public’s fascination with language but also revealed a collective preoccupation with how our virtual lives shape our identities.

Casper Grathwohl, President of Oxford Languages, emphasized the evolving role of the public in the Word of the Year process. He noted that the inclusion of public opinion demonstrates a growing enthusiasm for understanding language as a mirror to societal change. In his words, ‘brain rot’ exemplifies how “internet culture is permeating so much of who we are and what we talk about,” while also serving as a cultural checkpoint in ongoing conversations about humanity’s relationship with technology.

The Bigger Picture: What ‘Brain Rot’ Tells Us About Society

The choice of ‘brain rot’ as 2024’s Word of the Year underscores a pivotal moment in society’s reckoning with the digital age. While previous words such as ‘rizz’ (2023) and ‘goblin mode’ (2022) captured playful aspects of online culture, ‘brain rot’ highlights a growing unease. It prompts questions about the balance between entertainment and intellectual stimulation, between fleeting digital trends and long-term societal health.

The term’s rise coincides with serious discussions about mental health and well-being. Earlier this year, a U.S.-based mental health center published guidelines on recognizing and avoiding ‘brain rot,’ reflecting a broader concern about how excessive screen time may affect cognitive development. For many, this term serves as a wake-up call, urging individuals and communities to reconsider how they engage with digital spaces.

A Tradition of Linguistic Reflection

Since its inception, the Oxford Word of the Year has provided a unique lens into societal trends and priorities. From ‘selfie’ to ‘vax,’ the chosen words have often reflected technological advancements, global crises, or shifts in cultural norms. The process of selecting these words is grounded in meticulous research, using corpora of written and spoken language to identify patterns and spikes in usage. However, the Word of the Year is more than a linguistic exercise; it is an opportunity to step back and think about how language captures the complexities of a given year.

Senior Editor Fiona McPherson of the Oxford English Dictionary highlighted how the Word of the Year has evolved alongside society itself. In its early days, selections were shaped by traditional media such as print and television. Today, the digital realm plays an outsized role, with social media platforms driving the creation, spread, and adoption of new words. Yet, as McPherson noted, the role of the lexicographer remains unchanged in its essence: to document, reflect, and analyze how language mirrors the realities of human life.

Language as a Mirror to Society

The selection of ‘brain rot’ as Oxford Word of the Year for 2024 offers a poignant reflection on the intersection of language, culture, and technology. It encapsulates a moment in which society is grappling with the implications of an increasingly digital existence, balancing the allure of fleeting online entertainment against the need for deeper intellectual engagement.

More than a word, ‘brain rot’ is a symbol—a marker of both self-awareness and concern, humor and critique. It speaks to the resilience of language as a tool for understanding ourselves and the world around us, even as that world continues to evolve at an unprecedented pace. As we move forward, words like ‘brain rot’ will serve as historical touchstones, reminders of how we navigate the complex realities of modern life through the language we choose to share.

(Email: dipakkurmiglpltd@gmail.com)