Oxford University Press has named 'brain rot' its word of the year for 2024, summing up widespread concerns about mindless social media habits and the consumption of low-value content. More than 37,000 people took part in the public vote, choosing from a shortlist of six contenders shared by the publisher of the Oxford English Dictionary.
What is 'brain rot'?
'Brain rot' is defined as “the perceived deterioration of a person's mental or intellectual state, seen primarily as the result of overconsumption of material (now especially online content) that is considered trivial or indisputable.”
According to a report in The Guardian, Oxford University Press noted that the term gained popularity in 2024 and became synonymous with concerns about the impact of excessive engagement with low-quality online content, especially on social media platforms.
Although the phrase has gained new relevance in recent years, it can be traced back to Henry David Thoreau's 1854 book Walden. The phrase now represents a cultural critique, highlighting how contemporary society uses its leisure time in an age that is dominated by digital spaces.
“Brain Rot speaks to one of the perceived dangers of virtual life, and how we use our free time. It feels like a rightful next chapter in the cultural conversation about humanity and technology. It is not surprising that so many voters embraced the term, we endorse it as our choice this year,” said Casper Grathwohl, chairman of Oxford Languages, in The Guardian.
Grathwohl also observed an interesting demographic shift. He said: “I also find it fascinating that the word brain rot has been adopted by Generation Z and Generation Alpha, the communities largely responsible for the use and creation of the digital content the term refers to.”
The shortlist included other contenders such as 'understated', popularized by a social media movement celebrating reserved behavior during the summer, 'dynamic pricing', which refers to the fluctuation of prices based on demand, 'lore', meaning background information related to people or topics, 'romance', a genre that combines romance and fantasy, and 'slop', a term for low-quality AI-generated online content.
Oxford University Press considered public input, social commentary and analysis before making the announcement on December 1.
Meanwhile, Cambridge Dictionary has named 'manifesto' its word of the year for 2024. The term relates to a wellbeing practice where individuals imagine themselves achieving their goals to make them more achievable. This word has been searched over 130,000 times on the Cambridge Dictionary website.
Social media-driven trends were also reflected in other dictionary awards. Dictionary.com chose “subdued,” linked to a TikTok trend that encouraged people to act with more restraint, while Collins Dictionary chose “brat” after Charli XCX's self-titled album gained popularity over the summer.