This article is reproduced with permission from The Conversation, a digital platform dedicated to sharing insights from academic experts.

Since the American Dialect Society initiated its Word of the Year tradition back in 1990 at its annual meeting, numerous English language dictionaries have followed suit. Each year, they select words or phrases that they believe reflect the prevailing cultural ethos of the previous year.

On December 9, 2024, Merriam-Webster Dictionary declared “polarization” as its top word, adding to a diverse list of 2024’s prominent words from other dictionaries such as “brat,” “manifest,” “demure,” “brain rot,” and “enshittification.”

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Dictionaries choose their words of the year through various methods. For instance, this year, Oxford dictionaries allowed the public to vote on their favorite word from a list of finalists, with “brain rot” claiming the top spot.

Other dictionary publishers depend on the discernment of their editorial teams, complemented by metrics like how frequently a term is searched online.

While the annual word announcements help to boost the visibility of the dictionaries’ offerings, especially in an era of declining print sales, they also provide a glimpse into the cultural zeitgeist.

As someone who studies language and communication, I observed that this year’s selections heavily reflect the influence of digital culture on the English language and societal norms.

Significant Hits and Notable Misses

This is not the first time that the chosen words predominantly align under a single theme. For instance, in 2020, terms related to the epidemic like Covid, lockdown, pandemic, and quarantine dominated the selections.

Typically, the chosen words vary more widely, with some proving to be more timely and useful than others. For example, in 2005, just before its surge in popularity, the New Oxford American Dictionary chose “podcast” as its word of the year.

However, many of the celebrated new words do not stand the test of time.

In 2008, “hypermiling” was chosen by the New Oxford American Dictionary, referring to the practice of driving to maximize fuel efficiency. In 2022, Collins Dictionary picked “permacrisis,” meaning an ongoing state of emergency. Yet, by 2024, these terms are seldom used.

Manifesting Brain Rot

One of this year’s selections, “brat,” I predict will soon fade into obscurity.

Just before the U.S. elections in 2024, Collins Dictionary chose brat as its word of the year, defining it as displaying a confident, independent, and pleasure-seeking attitude. This was also the title of a hit album by Charli XCX, who in July tweeted her political endorsement using the term.

However, following the election results, the term “brat” has lost much of its initial appeal.

Other words gaining traction in 2024 also owe much to social media platforms. For instance, the word “manifest,” chosen by the Cambridge Dictionary, gained popularity following its use by Dua Lipa, who likely drew inspiration from self-help circles on TikTok.

The word “demure,” chosen by Dictionary.com, became popular after a viral TikTok video described certain behaviors as “very demure, very mindful.”

The term “enshittification,” selected early December by the Macquarie Dictionary of Australian English, describes the gradual decline of a platform or service, a term applicable to users of Google, TikTok, X, and various dating apps.

The Oxford dictionary’s choice, “brain rot,” refers to the perceived mental decline from over-consuming trivial or simplistic online content, echoing concerns from as far back as Henry David Thoreau’s time.

Digital Divides

“Polarization” was Merriam-Webster’s word of the year, defined as a sharp division into opposing extremes. In the U.S., this phenomenon is fueled by factors like gerrymandering and in-group biases but is undoubtedly exacerbated by social media.

A 2021 report by the Brookings Institution highlighted the relationship between tech platforms and extreme societal polarization, which threatens democratic values and can lead to partisan violence. This observation is supported by studies showing how social media algorithms promote content that provokes outrage.

Despite differing societal views, it’s clear that tech giants are significantly shaping both our lives and our language, for better or worse.

This article was originally published on The Conversation. Read the original article.