Brain Rot’ Named Oxford Word of the Year 2024

Oxford University Press has announced that the Oxford Word of the Year for 2024 is ‘brain rot.’ This term was selected following a public vote involving more than 37,000 people and careful consideration by Oxford’s language experts. ‘Brain rot’ is 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” as well as “something characterized as likely to lead to such deterioration”.

The term has seen a significant surge in usage, with a 230% increase in frequency between 2023 and 2024. It initially gained traction on social media platforms, particularly among Gen Z and Gen Alpha communities on TikTok, before spreading into mainstream journalism. ‘Brain rot’ is now used to describe both the low-quality content found online and the negative impact its consumption is perceived to have on individuals and society.

The first recorded use of ‘brain rot’ dates back to 1854 in Henry David Thoreau’s book *Walden*, where Thoreau critiques society’s preference for simple ideas over complex ones. However, the term has taken on new significance in the digital age, reflecting concerns about the impact of excessive online content consumption on mental health, especially among children and young people.

Casper Grathwohl, President of Oxford Languages, noted that the selection of ‘brain rot’ as the Word of the Year highlights the ongoing cultural conversation about the intersection of humanity and technology. He also praised the self-awareness of younger generations in acknowledging the potential harmful effects of social media.

The announcement marks the 20th year of Oxford University Press naming an English-language word or expression that reflects the world over the last 12 months. Previous winners include ‘rizz’ in 2023, ‘goblin mode’ in 2022, and ‘vax’ in 2021.