The term “brain rot” has become a widespread cultural phenomenon, particularly among younger generations who are navigating an increasingly fast-paced digital world. Popularized by Generation Z and Generation Alpha, the phrase describes a growing concern about the mental fatigue and cognitive strain that comes from consuming endless streams of short-form online content. With the rise of social media platforms like TikTok and Instagram, users have coined “brain rot” to reflect the mental toll of compulsively scrolling through feeds filled with rapid, bite-sized content. In 2024, Oxford University Press named “brain rot” its Word of the Year, signifying the term’s deep integration into everyday conversation. It reflects a widespread, shared feeling about how the constant consumption of low‑quality digital content impacts focus, memory, and creativity. While the term is used humorously, it highlights a growing concern about the effects of modern digital habits on mental well-being. The Rise of Brain Rot in Social Media Culture “Brain rot” gained traction primarily through social media platforms, where it was used to describe the mental fogginess many experience after long periods of consuming trivial content. Initially popularized through memes and viral videos, the phrase quickly became a shorthand for an all-too-familiar experience: endless scrolling and binge-watching on digital platforms that often leave individuals feeling mentally drained. The phenomenon of “brain rot” is connected to digital habits like doomscrolling and excessive engagement with short-form videos, where users consume rapid bursts of information with little intellectual engagement. The accessibility and immediate gratification offered by these platforms have led to a rise in passive consumption, which, according to some, may be linked to mental fatigue. While many users joke about the concept of “rotting their brains,” there is an underlying acknowledgment that this behavior might have real cognitive implications. How Brain Rot Connects to Cognitive and Mental