Mon Dec 16 10:57:42 UTC 2024: ## “Brain Rot” Tops 2024 Word of the Year Lists Amidst Social Media Trends

**CHENNAI, INDIA – DECEMBER 16, 2024** – Reflecting a year dominated by online trends and anxieties, lexicographers have crowned several words as their 2024 Word of the Year. The choices highlight the impact of social media, anxieties about digital consumption, and evolving cultural phenomena.

Oxford University Press selected “brain rot,” defined as the deterioration of mental state due to excessive consumption of low-quality online content, as its top word. Usage surged by 230% this year, driven largely by Gen Z and Gen Alpha TikTok users.

Cambridge Dictionary chose “manifest,” reflecting the increased use of visualization and affirmation techniques to achieve goals, propelled by celebrity endorsements and its widespread use in self-help communities. Searches for the term on the Cambridge Dictionary website exceeded 130,000.

Collins Dictionary awarded the title to “brat,” a word evolving from its traditional meaning to describe a confident, independent, and hedonistic attitude, largely inspired by Charli XCX’s album.

Dictionary.com’s choice was “demure,” highlighting its shift in meaning on social media from reserved to refined and sophisticated, thanks in part to a popular TikTok trend.

Macquarie Dictionary opted for “enshittification,” describing the decline in quality of online services due to profit-seeking, a term resonating with users experiencing the degradation of various platforms.

Other notable words shortlisted but not ultimately selected include: “delulu,” a term originating in the K-pop community describing unrealistic expectations; “slop,” referencing low-quality AI-generated content; “extreme weather,” reflecting the increased awareness of climate change; and “resilience,” highlighting the need for adaptability in challenging times. The fantasy-romance genre label “romantasy” also received significant attention. The selection of these words reflects the dominant cultural conversations and concerns of 2024.

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