Oxford University Press has named “brain rot” as its 2024 word of the year, defining it as the deterioration of mental or intellectual state due to overconsumption of trivial online content. The term has seen increased usage, particularly by Gen Z and Gen Alpha online communities, showing a self-awareness of social media’s negative impact. Gen Alpha, born after 2010, have embraced this language, with words like “sigma,” “gyatt,” and “Skibidi” becoming popular. The term was selected from a shortlist of six words by public vote, indicating a concern about the impact of virtual life on free time. Oxford University Press recognized the significance of the term in reflecting the cultural conversation about humanity and technology.
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