Brain rot
In Internet culture, the term brain rot (or brainrot) describes digital media that is considered trivial, simplistic, or low in quality. It may also refer to the perceived negative cognitive, emotional, and behavioral consequences of consuming such material, especially in the context of short-form entertainment.[1][2][3] The term also more broadly refers to the deleterious effects associated with excessive use of digital media in general and doomscrolling,[4] which may affect mental health.[5][6][7] Origin and usageAccording to Oxford University Press, the first recorded use of the term traces back to the 1854 book Walden by Henry David Thoreau.[8][9] Thoreau was criticizing what he saw as a decline in intellectual standards, with complex ideas being less highly regarded, and compared this to the 1840s "potato rot" in Europe.[10] In 2007, the term "brain rot" was used by Twitter users to describe dating game shows, video games and "hanging out online".[11] Usage of the phrase increased online in the 2010s before rapidly increasing in popularity in 2020 on Discord, when it became an Internet meme.[11] As of 2024, it was most frequently used in the context of Generation Alpha's digital habits, by critics expressing that the generation is "excessively immersed in online culture".[12] It is commonly associated with an individual's vocabulary consisting exclusively of Internet references.[2] From 2023 to 2024, Oxford reported the term's usage increased by 230% in frequency per million words.[10][8] Linguist Brent Henderson predicted that the term will stay around, citing its memorability and relevance.[13] The term is often linked with slang and trends popular among Generation Alpha and Generation Z social media users, such as "skibidi" (a reference to the YouTube Shorts series Skibidi Toilet), "rizz" (charm), "gyatt" (referring to the buttocks), "fanum tax" (stealing food), "sigma" (referring to a leader or alpha male), and "delulu" (truncation of delusional).[14][8][15] AnalysisIn an article for Literary Hub, Josh Abbey argued that the concept of "brain rot" (lower quality media which has negative effects on the mind) has existed long before the phrase was coined, likening it to William Wordsworth's criticism of "frantic novels" in 1800 and the criticisms of film and television by Virginia Woolf and Aldous Huxley in the 20th century.[16] Günseli Yalcinkaya compared brain rot to 20th century artistic and political movements such as Dada for being "intentionally absurd, context-less and fast-paced", and noted how it can be used to push political messages.[17] The circulation of brain rot content has been attributed to both supply and demand factors. On the supply side, it is linked to the availability of Generative AI. It is also associated with the advertising monetization practices of major social media platforms and the readiness of creators to produce low-quality material for profit. On the demand side, its consumption is linked to users’ psychological preference for low-effort, repetitive, and rewarding activities. It is further reinforced by typical features of brain rot memes, including emotional intensity, brevity, familiar characters, references to cultural or societal themes, and ease of understanding. Social contagion related to the fear of missing out also contributes to its spread.[1] ImpactThe term brain rot was named Oxford Word of the Year in 2024, beating other words like demure and romantasy.[10][8] Its modern usage is defined by the Oxford University Press as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging".[10] In the same year, millennial Australian senator Fatima Payman made headlines by making a short speech to the Australian parliament using Generation Alpha slang. She introduced the speech as addressing "an oft-forgotten section of our society", referring to Generations Z and Alpha, and said that she would "render the remainder of my statement using language they're familiar with".[18] Using slang terms, Payman criticised the government's plans to ban under-14s from social media and closed by saying that, "Though some of you cannot yet vote, I hope that, when you do, it will be in a more goated Australia for a government with more aura. Skibidi!"[19] The speech, written by a 21-year-old staff member, was labeled by some as an example of "brainrot" outside the online world.[19] In the 2025 Jubilee of the World of Communications, the term was also used by Pope Francis, the head of the Catholic Church, as he urged for people to reduce their use of social media and avoid "putrefazione cerebrale".[20][21] See also Look up brain rot in Wiktionary, the free dictionary.
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