After a public vote in which more than 37,000 people had their say, we are pleased to announce that the Oxford Word of the Year 2024 is “Brain Rot”.

Our language experts have created a shortlist of six words to reflect the moods and conversations that have characterized the past year. After two weeks of public voting and extensive discussions, our experts came together to review public input, voting results and our language data before declaring “Brain Rot” the final word of the year for 2024.

Why “brain rot”?

“Brain rot” is defined as “the alleged deterioration of a person’s mental or intellectual condition, particularly as a result of excessive consumption of material (now particularly online content) that is viewed as trivial or unimpeachable.” Also: something that is considered likely is classified as leading to such a deterioration.”

Our experts have noticed that “brain rot” has regained traction this year as a term that expresses concerns about the impact of excessive consumption of low-quality content online, particularly on social media. The frequency of use of the term increased by 230% between 2023 and 2024.

The first documented use of “brain rot” was found in Henry David Thoreau’s 1854 book Waldenwho reports on his experiences with a simple lifestyle in nature. As part of his conclusions, Thoreau criticizes society’s tendency to devalue complex or diversely interpretable ideas in favor of simpler ones, seeing this as a general decline in mental and intellectual effort: “As England strives to cure potato blight, will no one strive to cure brain rot – which is much more widespread and deadly?”

The term has taken on new meaning in the digital age, particularly in the last 12 months. “Brain Rot” initially gained traction on social media platforms – particularly TikTok in the Gen Z and Gen Alpha communities – but is now being used more frequently, for example in mainstream journalism, as societal concerns about the negative effects of excessive consumption of online content.

In 2024, “brain rot” is used to describe both the cause and effect of this and refers to low-quality, low-quality content on social media and the internet, and the resulting negative effects that consuming this type of content brings with it brings about is perceived to have an impact on an individual or a society.

It has also been used more specifically and consistently in relation to online culture. Often used by online communities in a humorous or self-deprecating manner, it is strongly associated with certain types of content – including creator Alexey Gerasimov’s viral content Skibidi toilet Humanoid toilet video series and user-generated “Only in Ohio” memes referencing bizarre incidents in the state. This content has given rise to new “brain rot language” – such as “skibidi”, meaning something nonsensical, and “Ohio”, meaning something embarrassing or strange – reflecting a growing trend of words having their origins in online viral culture , before they spread offline into the “real world”.

A broader and more serious discussion is now gaining momentum about the potential negative impact that excessive consumption of this content could have on mental health, particularly among children and adolescents. Earlier this year, a mental health center in the US even published advice online on how to recognize and avoid “brain rot”.

Speaking about this year’s selection process and the 2024 winner, Casper Grathwohl, President of Oxford Languages, said:

“It was eye-opening and deeply moving to see language lovers around the world take part and help us select the 2024 Oxford Word of the Year.

“Looking back at the Oxford Word of the Year over the last two decades, you see that society is increasingly concerned with the evolution of our virtual lives and the way internet culture permeates so much of who we are and what we talk about . Last year’s winning word, “rizz,” was an interesting example of how language is increasingly shaped, shaped and shared in online communities. “Brain rot” speaks to one of the perceived dangers of virtual life and how we use our free time. It feels like a legitimate next chapter in the cultural conversation about humanity and technology. It’s no surprise that so many voters have embraced the term and endorsed it as our choice this year.

“I find it fascinating that the term ‘brain rot’ has been adopted by Generation Z and Generation Alpha, the communities largely responsible for consuming and creating the digital content to which the term refers. These communities have amplified expression across social media channels, in the very place that is said to be causing “brain rot.” It shows a somewhat cheeky self-awareness among younger generations about the damaging effects of social media that they have inherited.”

Find out more about our Word of the Year shortlist for 2024 and discover our winners from the last two decades as we celebrate 20 years of Oxford Word of the Year.