Oxford University Press has announced "brain rot" as its word of the year for 2024, spotlighting concerns about the relentless consumption of trivial online content. The term emerged victorious after a public vote, capturing over 37,000 endorsements from an engaged global audience.

Defined as the "supposed deterioration of a person's mental or intellectual state due to overconsumption of low-quality online content," brain rot encapsulates a growing unease with social media habits, particularly among younger generations.

The phrase gained traction on platforms like TikTok and Instagram, where Gen Z and Gen Alpha users initially employed it to critique the vapid nature of some digital trends. Oxford University Press noted a 230% spike in its usage from 2023 to 2024, reflecting widespread resonance with the term.

However, the roots of brain rot stretch back to pre-digital times. Its first recorded use was in Henry David Thoreau's 1854 classic, Walden. Thoreau lamented society's preference for shallow distractions over intellectual pursuits, a sentiment that seems remarkably prescient in today's digital age.

Each year, Oxford's word of the year offers a linguistic snapshot of societal trends. Previous winners, such as "rizz" in 2023 (an abbreviation of charisma) and "goblin mode" in 2022 (a rejection of societal expectations), have also been shaped by internet culture.

Brain rot beat out other shortlisted terms including "demure," which saw renewed popularity following a TikTok trend promoting mindful behaviour, and "romantasy," a genre blending romance and fantasy. Other contenders included "dynamic pricing" and "slop," a pejorative term for AI-generated low-quality content.

The selection process involved a panel of linguists and lexicographers alongside public voting. The word reflects not just the rise of the term but also broader societal concerns over technology's pervasive influence.