Brain rot named Oxford Word of the Year 2024

Oxford University Press (OUP) has named ‘brain rot’ as the Oxford Word of the Year 2024, following a public vote that saw more than 37,000 people worldwide have their say.

‘Brain rot’ was one of the six contenders shortlisted by OUP’s language experts to reflect some of the moods and conversations that have shaped the past year. Selected through a combination of voting results, public commentary, and analysis of OUP’s language data, ‘brain rot’ gained new prominence in 2024 as a term used to capture concerns about the impact of consuming excessive amounts of low-quality online content, especially on social media.

With the first recorded use of ‘brain rot’ in 1854 by Henry David Thoreau in his book Walden, the term has taken on a new significance in the digital age, especially over the last 12 months.

Oxford Word of the Year is a word or expression that reflects a defining theme from the past twelve months, either having potential as a term of lasting cultural significance, or providing a snapshot of society at a certain time.

Initially gaining traction on social media platforms, particularly among Gen Z and Gen Alpha communities on TikTok, ‘brain rot’ is now seeing more widespread use, such as in mainstream journalism, amidst concerns about the negative impact of overconsuming online content.

In 2024, ‘brain rot’ is used to describe both cause and effect, referring to low-quality, low-value content found on social media and the internet, as well as to the subsequent negative impact that consuming this type of content is perceived to have on an individual and society.

Casper Grathwohl, President, Oxford Languages, says, “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.”