The end of the calendar year is the time for summing up from the Oxford Dictionary. Experts conducted a survey among respondents (their number was almost 40,000 people) and identified the top 6 words that were most often used by participants to describe 2024. The undisputed winner was the phrase "brain rot", which has grown by 230% since 2023 in terms of regularity.
Most often, people used this expression concerning that most of the content in the media space is of low quality, but at the same time "catches" the audience more than useful materials. In addition, the expression was used in 2024 as a warning about the prospects of such a trend for low-grade content. In the first half of 2024, this phrase was especially actively used by bloggers from the alpha and zoomer generations on TikTok, after which it began to gradually take over the rest of the media space, where it began to be used not only by bloggers, but also by other influencers, ordinary forum users and commentators.
