OUR obsession with endless online scrolling has led to "brain rot" being picked as the Oxford Dictionary's word of the year.Oxford University Press said the phrase "gained new prominence in 2024", with its use soaring by 230% from the year before.It added the rise is due to concerns about the "impact of consuming excessive amounts of low-quality online content, especially on social media".The term is defined as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result overconsumption of material (now particularly online content) considered to be trivial or unchallenging" Brain rot was chosen by a combination of public vote and experts' analysis.The phrase beat five other finalists demure, slop, dynamic pricing, romantasy and lore.Casper Grathwohl of Oxford University Press said: "Brain rot speaks to one of the perceived dangers of virtual life and how we are using our free time."It feels like a rightful next chapter in the cultural conversation about humanity and technology.

BRAIN ROT GRABS THE TOP SPOT!

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.