Each year, Oxford Languages delves into the evolving English lexicon, pinpointing words and expressions that encapsulate the spirit of the past twelve months. For 2024, the chosen term is brain rot, an expression that reflects growing anxieties about the mental toll of consuming trivial and unchallenging online content.

Defined by Oxford as the supposed deterioration of a persons mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging, the term also applies to content seen as likely to cause such a decline. Usage of brain rot surged by 230% between 2023 and 2024, mirroring heightened conversations about the impact of the internet on cognitive health, particularly among younger generations.

A Concept Rooted in History

Interestingly, brain rot is not a 21st-century invention. Its first recorded use dates back to 1854, in Henry David Thoreaus seminal work Walden. Thoreau lamented societys preference for simplicity over intellectual complexity, likening this tendency to a form of mental decay: While England endeavours to cure the potato rot, will not any endeavour to cure the brain-rot which prevails so much more widely and fatally?

In 2024, however, the term has taken on new significance. It primarily refers to the glut of low-quality online contentfrom viral memes to nonsensical videosthat saturates social media feeds. Experts describe brain rot as a byproduct of excessive technology use and overstimulation. In a world dominated by scrolling, binge-watching, and constant multitaskingswitching between social media, browser tabs, texts, and emailsour brains are being inundated with meaningless data, negative news, and idealized images of others.

Such behaviors spike dopamine levels, creating a cycle of gratification that reinforces the habit despite its negative consequences. This overstimulation leads to mental fatigue, impairing motivation, focus, productivity, and energy levels over time. Young people, who are most immersed in these digital spaces, are particularly vulnerable.

The Internet’s Role in Amplifying Brain Rot

Among the most prominent examples of such content is Alexey Gerasimovs Skibidi Toilet series, which features absurdist videos of humanoid toilets. Similarly, the viral only in Ohio meme captures bizarre and often humorous events, fostering what some have dubbed a brain rot language. Terms like skibidi (denoting something nonsensical) and Ohio (referring to something embarrassing or strange) illustrate how online slang influences broader linguistic trends.

Despite its often humorous or self-deprecating usage, brain rot has sparked serious discourse about the impact of excessive screen time and the consumption of low-value content. Casper Grathwohl, President of Oxford Languages, highlighted the role of Gen Z and Gen Alpha in the rise of the term.

I find it fascinating that the term brain rot has been adopted by these younger generationsthe very communities creating and consuming the content it critiques. It demonstrates a cheeky self-awareness about the potential harms of social media, even as they embrace it.

This blend of self-awareness and irony marks a broader trend in how digital natives engage with technology and its cultural implications. Over the past two decades, Oxford Words of the Year have often captured societys shifting relationship with technology. Last years rizz celebrated charisma in the digital age, while 2022s goblin mode championed a rebellion against societal norms.

This years shortlisted words further highlight the online world’s influence, including terms like demure (reserved or modest), dynamic pricing (reflecting changes in consumer habits), lore (narratives behind media phenomena), romantasy (a blend of romance and fantasy genres), and slop (low-effort content).

With brain rot crowned as 2024s Word of the Year, it serves as both a mirror and a cautionary tale. While it reflects the humor and creativity of internet culture, it also underscores the need for mindful consumption in an age of endless scrolling.