"Brain Rot" Declared Oxford Word of the Year 2024, Reflecting Societal Anxieties about Online Content Consumption
In a resounding reflection of contemporary anxieties surrounding the digital age, "brain rot" has been crowned the Oxford Word of the Year for 2024. This evocative term, chosen from a shortlist of six contenders after a public vote involving over 37,000 participants, encapsulates the growing concern over the potential negative impacts of excessive consumption of trivial or unchallenging online content, particularly on social media platforms. The Oxford University Press, publisher of the Oxford English Dictionary and organizer of the annual award, highlighted the term’s surge in popularity as a descriptor for the perceived deterioration of mental and intellectual faculties resulting from this digital deluge.
The selection of "brain rot" underscores a broader cultural dialogue surrounding humanity’s complex relationship with technology. While the term gained prominence in 2024, its etymological roots trace back to Henry David Thoreau’s 1854 work, Walden. Its resurgence speaks to a contemporary unease about the ways in which free time is spent in the digital realm. The term has resonated particularly with Gen Z and Gen Alpha, demographics heavily engaged in creating and consuming the very online content the term critiques, a phenomenon described as "fascinating" by Casper Grathwohl, president of Oxford Languages.
The Oxford Word of the Year selection process involved a public vote, providing a democratic element to the choice. The public’s preference for "brain rot" was considered alongside expert analysis and public commentary, culminating in its official announcement. This year’s shortlist also included compelling contenders such as “demure,” which gained traction through a social media trend promoting reserved behavior; “dynamic pricing,” reflecting the fluctuating nature of product costs; “lore,” signifying background information surrounding a subject; “romantasy,” a burgeoning literary genre blending romance and fantasy; and “slop,” denoting low-quality, AI-generated online content.
The panel responsible for curating the shortlist comprised four experts, led by lexicographer Susie Dent, recognized for her contributions to Channel 4’s Countdown. The public’s significant role in the selection process, coupled with the expert panel’s deliberations, ensures the chosen word accurately captures the prevailing zeitgeist. This methodology aligns with the award’s aim of reflecting the predominant moods, trends, and concerns shaping the year.
"Brain rot" joins a lineage of culturally relevant words that have captured the essence of their respective years. Previous winners include “rizz” (2023), an abbreviation of charisma; “goblin mode” (2022), reflecting a rejection of societal expectations; and “vax” (2021), highlighting the global focus on vaccination during the pandemic. The selection of “brain rot” as the 2024 word of the year further solidifies the Oxford Word of the Year’s position as a barometer of societal trends and anxieties.
The broader linguistic landscape underscores the influence of social media and online culture. Cambridge Dictionary named “manifest,” a wellness trend involving visualizing goals, as its 2024 word of the year, while Dictionary.com chose “demure,” reflecting the same TikTok-driven trend. Collins Dictionary opted for “brat,” influenced by Charli XCX’s popular album. These selections, across different lexicographical institutions, collectively demonstrate the pervasive impact of digital culture and online trends on language and societal discourse. The recognition of “brain rot” as Oxford’s word of the year serves as a poignant reminder of the ongoing conversation surrounding technology’s influence on our cognitive well-being and the importance of mindful online engagement.
