The Brainrot Epidemic  

By Chloe Migut  

Internet Culture: it’s fast-paced, ever-changing, and unique. Trends come and go with the scroll of a finger or the click of a mouse. Every so often, a meme, word, phrase, image, or phenomenon lodges itself in our brains like a parasite that refuses to leave. Recently, the “brainrot” phenomenon has been infecting the masses with niche internet slang and hyperfixations on specific pieces of media that recur on the internet, engaging viewers in hilarious trends such as the notorious phone call from Freakbob or John Pork or rizzing up by bringing the boom. In fact, brainrot was Oxford’s 2024 Word of the Year.  

Brainrot’s origins are hard to trace since the topic itself encapsulated hundreds of trends, but the original term surfaced in online fandoms to describe an obsession with a piece of media and the overuse of said media. The majority of brainrot trends circulate through viral social media video platforms such as TikTok, Instagram Reels, and Youtube. Some of this year’s most famous include the demure trend, skibidi toilet, fanum tax, the Rizzler and Costco Guys, and other iconic trends. The algorithms of these social media platforms serve as breeding grounds for endless streams of content, hooking users for hours at a time.  

At its core, brainrot is a psychological phenomenon of hyperfixation, where users are receptive to dopamine hits that make it nearly impossible for viewers to connect or detach from content. Hyperfixation happens when the brain’s reward centers are overactivated by a particular stimulus. With the internet, where content is designed to be as engaging as possible, it’s easy for users to fall into cycles of fixation, which people are now casually calling brainrot. Clinical psychologist Dr. Aileen Alegado stated in Adelaide Now that “dopamine is a powerful neurochemical released in areas of the brain that give us feelings of pleasure, satisfaction, and motivation.” These areas make users essentially addicted to viewing things that excite these receptors, which brainrot things to do an exceptional job at.  

Brainrot has its ups and downs. The concept often thrives in fandom cultures and can unite people across the world through the internet and social media. For some, this shared sense of connection makes the world feel a little bit smaller. Nease Senior McKenna Getka told Vertical Staff, “I love referencing brainrot and sending funny brainrot TikToks to my friends. It’s something we all can laugh at, and it takes our minds off serious topics, even if just for a minute.” However, overexposure to brainrot can lead to overuse of social media, dopamine burnout, and even overstimulation. It’s important to balance the content you consume and take adequate breaks from screen time and social media usage. 

Brainrot may be a tongue-in-cheek term, but it’s emblematic of how the internet has reshaped how we engage with social media around the world. While it can be a source of joy and connection, it is important to have brainrot servings in moderation. After all, even the most exciting obsession needs room to breathe.