The phrase "Brain rot" has been named the Word of the Year for 2024 by Oxford University Press (OUP), capturing widespread concerns over mindless social media scrolling and the consumption of trivial or low-quality content.

More than 37,000 people participated in the public vote, choosing "Brain rot" from a shortlist of six candidates compiled by the editorial team at the Oxford English Dictionary. This annual tradition aims to encapsulate the cultural trends and spirit of the year, with previous winners including "rizz" and "climate emergency."

Defined as “the deterioration of an individual’s mental or intellectual state, often attributed to the overconsumption of content—mainly online—that is considered trivial or overly simplistic,” the phrase gained traction in 2024. According to OUP, it reflects growing anxieties over the impact of low-quality digital media on cognitive well-being.

Interestingly, "Brain rot" isn’t a new term. Its earliest recorded use dates back to 1854 in Henry David Thoreau’s book Walden. However, its modern resurgence aligns with Generation Z and Alpha’s embrace of the term to critique the very content they create and consume on digital platforms.

The shortlist for 2024 also included:

• "Demure": Popularized on social media to describe reserved or modest behavior.

• "Dynamic pricing": Referring to price fluctuations based on demand.

• "Lore": Collections of stories or information tied to specific topics.

• "Romantasy": A literary genre blending romance and fantasy.

• "Slop": Critiquing low-quality, AI-generated content.

The final selection combined public votes, editorial analysis, and cultural insights, culminating in Sunday’s announcement.

While Oxford crowned "Brain rot," other prominent dictionaries had different picks. Cambridge Dictionary selected "manifest," and Collins Dictionary chose "brat," inspired by Charli XCX’s album of the same name. 

In recent years, Oxford’s Word of the Year winners have included "rizz" (short for charisma) in 2023, "goblin mode" in 2022, and "vax" in 2021—terms that collectively highlight the evolving ways language captures societal shifts.