The term ‘brain rot’ has emerged as the university publisher’s 2024 Word of the Year, illustrating concerns over the impact of short-form video content on youth cognitive engagement.
The phenomenon of consuming short-form video content has led to the emergence of the term “brain rot” as Oxford’s 2024 Word of the Year, reflecting the rapid shift in media consumption habits among younger audiences. This term, which has seen a surge in usage by 230% from 2023 to 2024, encapsulates the detrimental effects of incessantly watching seemingly meaningless social media content.
Casper Grathwohl, president of Oxford Languages, articulated the significance of this term, saying, “This word highlights the dangers of virtual life. It symbolises the dialogue between new technology and humanity.”
The origins of “brain rot” can be traced back to the 19th century when it was first coined by the American transcendentalist writer Henry David Thoreau in his book Walden. Thoreau raised questions regarding society’s lack of appreciation for deeper, more complex thinking, remarking, “England is trying to prevent potatoes from rotting, but why is there no effort to cure brain rot?”
The term gained recent traction particularly among Generations Z and Alpha. Gen Z, born between 1997 and 2012, and Gen Alpha, born post-2013, are defined by their digital literacy and the omnipresence of the internet in their formative years. As Grathwohl noted, the impacts of social media habits are starkly visible in these groups, suggesting a broader cultural phenomenon tied to their media consumption preferences.
The growing fascination with platforms prioritising mobile-first, short-form video content aligns seamlessly with these generational shifts. Publishers and content creators are increasingly tasked with understanding and catering to the preferences of these young audiences to maintain engagement.
Within the shortlist for the Word of the Year, “brain rot” stood out alongside five other terms: “demure,” “dynamic pricing,” “lore,” “romantiacy” and “slope.” Each of these words adds another dimension to understanding contemporary discourse, illustrating evolving language regarding social interactions, economic practices, storytelling and digital content quality.
Demure refers to a reserved and simple demeanour, while dynamic pricing denotes the fluctuating costs of services based on supply and demand. Lore encapsulates the narratives and knowledge surrounding specific subjects, enriching interpersonal understanding. Romantiacy combines elements of romance and fantasy, highlighting the complexities intertwined within modern storytelling. Finally, “slope” characterises thoughtless, often AI-generated content deemed worthless, further aiding in understanding the landscape of digital media consumption.
Source: Noah Wire Services
- https://www.cbsnews.com/news/oxford-university-press-word-of-the-year-brain-rot/ – Corroborates the selection of ‘brain rot’ as Oxford University’s 2024 Word of the Year and its increased usage by 230% from 2023 to 2024.
- https://www.cbsnews.com/news/oxford-university-press-word-of-the-year-brain-rot/ – Provides Casper Grathwohl’s statement on the significance of ‘brain rot’ and its reflection on the dangers of virtual life.
- https://corp.oup.com/word-of-the-year/ – Details the origins of ‘brain rot’ and its first recorded use by Henry David Thoreau in his book *Walden*.
- https://corp.oup.com/word-of-the-year/ – Explains the contemporary significance of ‘brain rot’ in the context of modern societal patterns and digital media consumption.
- https://corp.oup.com/word-of-the-year/ – Discusses the term’s traction among Generations Z and Alpha and its relation to their digital literacy and internet presence.
- https://corp.oup.com/word-of-the-year/ – Lists the other finalists for the Word of the Year, including ‘demure,’ ‘dynamic pricing,’ ‘lore,’ ‘romantasy,’ and ‘slop.’
- https://corp.oup.com/word-of-the-year/ – Defines each of the shortlisted terms and their relevance to contemporary discourse.
- https://corp.oup.com/word-of-the-year/ – Highlights the importance of understanding trends in content preferences for engaging with younger, diverse audiences.
- https://corp.oup.com/word-of-the-year/ – Provides insights from Casper Grathwohl on the broader cultural phenomenon tied to media consumption preferences among younger generations.
- https://corp.oup.com/word-of-the-year/ – Corroborates the growing fascination with mobile-first, short-form video content and its alignment with generational shifts.
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