Oxford University Press has chosen “brain rot” as its 2024 word of the year, defining it as the deterioration of mental state due to overconsumption of trivial or unchallenging online content. The term has gained significance in the digital age, particularly among Gen Z and Gen Alpha communities. Gen Alpha refers to children born after 2010, who have popularized the expression through social media channels, despite the acknowledgment of the negative impact of social media. The usage frequency of “brain rot” increased by 230% between 2023 and 2024. The term is often used humorously or self-deprecatingly in online communities, alongside slang like “sigma,” “gyatt,” and “Skibidi.” Oxford University Press relied on public votes to select “brain rot” from a list of six words. The term reflects concerns about the dangers of virtual life and how people are spending their free time. It represents a continuation of the cultural conversation around humanity and technology. The announcement was made by reporter Kalhan Rosenblatt, who covers youth and internet culture for NBC News, with contributions from Sakshi Venkatraman.
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