The Word of the Year for 2024, according to Oxford University Press, is “brain rot.” This choice emerged after 37 000 votes, extensive public discussions, and expert analysis.
Oxford’s language experts compiled a shortlist of six words they felt captured the moods and conversations that defined the past year.
What is ‘brain rot’?
According to Oxford, “brain rot” is the “supposed deterioration of a person’s mental or intellectual state, especially viewed as a result of overconsumption of material [now particularly online content] considered to be trivial or unchallenging.”
It also refers to content that is likely to cause this effect.
Usage of the term surged by 230% between 2023 and 2024, especially as people voiced concerns about the impact of excessive consumption of low-quality digital content.
Digital worlds
On TikTok alone, the hashtag #brainrot has appeared over half a million times, often accompanying videos of nonsensical or repetitive content.
Its selection as Word of the Year reflects a broader conversation about humanity’s relationship with technology, and how humans use their free time, noted Casper Grathwohl, president of Oxford Languages.
“It’s been insightful and deeply moving to see language lovers all over the world participate and help us select the Oxford Word of the Year 2024,” Grathwohl said.
“Looking back at the Oxford Word of the Year over the past two decades, you can see society’s growing preoccupation with how our virtual lives are evolving, the way internet culture is permeating so much of who we are and what we talk about.”
Last year, Oxford’s Word of the Year was “rizz,” (a playful twist on “charisma) and referred to someone’s skill in attracting or charming others.
Shortlisted words reflect diverse trends
“Brain rot” was chosen above the following other finalists for Oxford’s 2024 Word of the Year:
- Demure: Describes a reserved, restrained demeanor or modest attire.
- Dynamic Pricing: Refers to adjusting prices based on market demand, a practice becoming more common in industries like travel and entertainment.
- Lore: Information, anecdotes, and background stories considered essential knowledge about a particular subject or community.
- Romantasy: A popular genre blending romance and fantasy, often featuring magical or adventurous themes alongside a central love story.
- Slop: Refers to low-quality, AI-generated content that proliferates online.
What do you think of this word?
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