Oxford University Press (OUP) has announced “brain rot” as its Word of the Year for 2024, following a public vote involving over 37,000 participants worldwide.
The term was chosen from a shortlist of six contenders, including “demure,” “slop,” “dynamic pricing,” “romantasy,” and “lore.” The selection process combined public voting, analysis of OUP’s extensive 26-billion-word language database, and expert commentary.
This marks the third year that OUP has engaged the public in selecting its Word of the Year. Originally coined in Henry David Thoreau’s Walden (1854), “brain rot” has regained prominence in 2024, especially on social media platforms like TikTok. The term is commonly used to describe the negative effects of consuming excessive amounts of low-quality digital content.
It has evolved into a broader societal critique, reflecting concerns about the impact of online culture on mental well-being. Casper Grathwohl, President of Oxford Languages, praised the public’s involvement in the selection, noting that “brain rot” highlights an ongoing societal focus on the digital age’s challenges.
Following “rizz” in 2023, this year’s choice underscores a shift toward acknowledging the drawbacks of constant online engagement. The Oxford Word of the Year serves as a cultural marker, capturing significant societal trends and shaping discussions around contemporary language and its impact.