Each year, dictionaries select a Word of the Year (WOTY) that encapsulates the essence of society’s shifting moods, discussions, and cultural preoccupations. For 2024, these chosen words offer a compelling glimpse into the evolving linguistic trends, reflecting technological anxieties, social dynamics, and cultural movements.
The Morung Learning presents a round-up of the WOTYs for 2024 declared so far.
BRAIN ROT
The Oxford English Dictionary crowned “Brain Rot” as its WOTY, a term resonating deeply in an era dominated by technology and social media.
Oxford defines ‘brain rot’ (noun) as: “Supposed deterioration of a person’s mental or intellectual state, especially viewed as a result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging.”
It also refers to “something characterised as likely to lead to such deterioration.”
Language experts at Oxford selected the word in a process that involved public voting, with over 37,000 people participating, alongside linguistic analysis of trends.
Oxford revealed that usage of “brain rot” surged by an astonishing 230% between 2023 and 2024, reflecting societal concerns about excessive consumption of low-quality digital content.
Interestingly, the term isn’t new. It first appeared in 1854 in Henry David Thoreau’s Walden, where he criticised society’s preference for oversimplified ideas over complex, intellectual ones. However, in the digital age, “brain rot” has found renewed relevance, gaining traction among Gen Z and Gen Alpha on platforms like TikTok, before entering mainstream media and journalism, Oxford noted.
Other shortlisted words:
• Dynamic pricing: The practice of varying product prices based on demand.
• Slop: Low-quality, AI-generated content shared indiscriminately.
• Lore: Background information considered essential for understanding a topic.
• Romantasy: A genre blending romance with fantasy.
• Demure.
MANIFEST
Over at Cambridge University Press (CUP), the WOTY is “Manifest” (verb), a word that captures the power of visualisation and positive affirmation.
Cambridge focuses on one definition of the word: “To use methods such as visualisation (= picturing something in your mind) and affirmation (= repeating positive phrases) to help you imagine achieving something you want, in the belief that doing so will make it more likely to happen.” Other meanings included “to show something clearly, through signs or actions,” “to appear or become clear” and “easily noticed or obvious.”
“Manifest” saw nearly 130,000 lookups on the Cambridge Dictionary website, becoming one of the most searched terms of the year.
The word’s modern interpretation has shifted from the realms of self-help communities and social media to mainstream discussions, fuelled by celebrities and influencers promoting the concept of “manifesting” success, it added.
Other notable words:
• Ecotarian: Reflecting the rising trend of environmentally conscious living.
• Resilience: Highlighting the strength and adaptability needed during challenging times.
• Brat.
BRAT
Collins Dictionary’s WOTY for 2024 is the newly redefined “Brat”, inspired by the Charli XCX album of the same name.
According to Collins, “brat” now refers to a personality trait: “Characterised by a confident, independent, and hedonistic attitude.”
The term gained prominence not only due to the album but also as a cultural phenomenon that resonated globally. Politically, the phrase “Kamala IS Brat” went viral in the United States, adding a layer of ambiguity and intrigue to the word’s newfound fame.
Collins also shortlisted:
• Delulu: Slang for being unrealistic in one’s expectations.
• Looksmaxxing: Attempting to maximise physical attractiveness.
• Era: a period of history or a long period of time
• Rawdogging: Undertaking an activity without preparation.
• Anti-tourism: Opposition to mass tourism.
• Brain rot,
• Romantasy
DEMURE
On the other side of the Atlantic, Dictionary.com selected “Demure” as its WOTY. Traditionally it is defined as:“Characterised by shyness and modesty; reserved.”
However, the platform noted a modern twist in usage. Social media influencers have redefined “demure” to represent refined and sophisticated behaviour or appearance, especially in professional contexts.
The term surged in popularity by 1200% in 2024, with TikToker Jools Lebron coining the viral phrase “Very demure, very mindful” in a series of videos. By August, searches for “demure” skyrocketed, with the word experiencing an overnight explosion in interest.
Other shortlisted words:
• Extreme weather: Reflecting the growing concern over climate change.
• Midwest nice: A term for the polite but reserved demeanour stereotypically associated with Midwestern Americans.
• Weird: A simple word gaining traction for its versatility.
• Brain Rot
• Brat
(Morung Learning Feature)
