Oxford has chosen a word for 2024: it's not good, but we deserve it

For twenty years running, Oxford lexicographers have been analysing the English language to compile words and expressions that reflect our reality over the past 12 months. Since 2004, Oxford's Word of the Year has reflected the cultural shifts, trends and moods of a particular time, writes Oxford University Press.

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"We look at data and trends to identify new and emerging words and expressions that can be thought of as a single linguistic phenomenon, and we look at changes in the use of established language," the Oxford University website says. "The team takes suggestions from colleagues and the public, and considers the most significant events of the year, to shortlist words for the Word of the Year title."

So, in 2024 the Word of the Year is brain rot:

Brain Rot (noun) — a perceived deterioration in a person's mental or intellectual state resulting from excessive consumption of information (especially online content) that is considered trivial or uncomplicated. It can also be used to refer to the content itself.

On the subject: American Slang: 20 Useful Phrases to Borrow from Popular Movies

Why did you choose brain rot

After 37 votes and language data analysis, experts determined that the term gained popularity in 000. Its use has increased by 2024% since 230. It reflects concerns about the impact of over-consumption of low-quality online content, especially on social media.

First mention Brain Rot recorded in Henry David Thoreau's 1854 book Walden, but in the digital age, the expression has taken on new meaning.

Casper Gratuol, President of Oxford Languages, noted that Brain Rot reflects public concerns about the impact of virtual life and technology on humanity, continuing the theme of last year's speech rizz, popular in online communities.

(Riz — a slang word meaning charisma, charm, or the ability to easily win sympathy, especially in a romantic context. It comes from an abbreviation of the word charisma (charisma) and gained popularity thanks to streamers, TikTokers and memes on social networks.

The word went viral thanks to Kai Cenat, a popular Twitch and YouTube streamer. He used rizz in his videos and streams, where he demonstrated his ability to flirt or discussed how to impress his interlocutor. Expressions like unspoken rizz (silent charm) when a person attracts attention without words, and W rizz (successful charisma, where W stands for win)

The popularity of the concept is due to its versatility and ease of use in memes and everyday conversations, especially among young people).

What other words made it onto the shortlist?

Demure (adj.)

About a person: reserved or modest in behavior or appearance. About clothes: unpretentious, reserved, unobtrusive.

Origin: First used in 1377 to denote a calm sea. The modern meaning to describe people and clothing dates back to the XNUMXth to XNUMXth centuries.

Why shortlisted: The word's popularity increased in August 2024 thanks to a viral video by Jools Lebron on TikTok.

Dynamic Pricing (noun)

The practice of changing the price of goods or services based on market conditions, especially raising prices when there is high demand.

Origin: Of Swedish origin, the term was first used by economists in the 1920s.

Why shortlisted: In 2024, the practice came into focus due to controversy over high concert ticket prices.

Lore (noun)

A collection of supposed facts, stories, and anecdotes about a person or thing, necessary to a full understanding of the subject.

Origin: The word originally referred to the process of learning (it originated about 1000 years ago).

Why shortlisted: The word has become popular in online cultures, where it is used to describe fan knowledge, such as about celebrities or characters.

Slop (noun)

Art, text, or other content generated using artificial intelligence that is distributed online indiscriminately or intrusively and that is characterized as low quality, inauthentic, or inaccurate.

Origin: Used to describe cultural material since at least the mid-19th century, it was initially applied to overly sentimental literature, and later to nonsense or trash.

Why it's on the shortlist: In 2024, the term for content generated by language models (LLM) increased by 332%. This low-quality AI-generated content is becoming increasingly visible to search engine and social media users, where it is often perceived as unwanted or second-rate.

Romantasy (noun)

A genre of fiction that combines elements of romance and fantasy. Typically includes magic, the supernatural, or adventure set against a backdrop of love.

Origin: The term was introduced in 2008 by the German publishing house Random House.

Why shortlisted: Its popularity skyrocketed in 2024 thanks to the TikTok community BookTok. The genre became a response to the need for escapism.

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