The Youth Lab

At its core, brainrot refers to a state of mental preoccupation or obsession with a particular subject, often to the point where it feels overwhelming or all-consuming. The term brainrot is mostly used in a self-deprecating manner, particularly in online communities, to describe the feeling of being unable to think about anything other than a specific piece of media, a meme, or a cultural phenomenon.

The term suggests a kind of mental saturation, where the brain feels "rotted" or overly fixated on a trivial or inconsequential topic. While it might sound negative, it is often used to express how engaging and captivating some content can be.

BRAINROT AND MEME CULTURE

Meme culture is a breeding ground for brainrot. Memes are inherently designed to be catchy, easily shareable, and funny. They can quickly capture the collective imagination of internet users, leading to widespread engagement and discussion. This viral nature can result in certain memes becoming omnipresent across social media platforms, forums, and other digital spaces.

When a meme goes viral, it often leads to a slew of content—variations, references, and remixes—that can dominate online conversations. A meme like "Yeah that’s what I would’ve did", in which a soundbite of an ex-hitman reacting to a hitman-based video game, gets respawned with countless iterations (ex-rock reacts to erosion, ex-sunflower reacts to photosynthesis) that it becomes ubiquitous. Users who repeatedly encounter and engage with a meme like this might jokingly claim they have brainrot, acknowledging how deeply embedded the meme has become in their daily thoughts.

Memes also tap into specific cultural or generational touchpoints, making them particularly resonant for certain age groups. For Generation Alpha, who are growing up in an era of unprecedented digital connectivity, memes are a primary mode of communication and cultural expression. The rapid consumption and creation of memes can lead to a kind of cultural brainrot, where certain memes or trends dominate their social interactions.

GEN ALPHA AND CONSTANT DIGITAL ENGAGEMENT

Generation Alpha, born from the early 2010s onwards, is the first generation to grow up entirely in the digital age. They are characterised by their seamless integration of technology into their daily lives. From a young age, they have access to smartphones, tablets, and the internet, making digital literacy a huge part of their upbringing.

This continuous digital engagement means that Gen Alpha is constantly exposed to a deluge of information, media, and content. Social media platforms like TikTok, Instagram, and YouTube are central to their social lives and entertainment. These platforms are optimised to capture attention and encourage prolonged engagement, often through algorithm-driven content that caters to their specific preferences and interests.

The concept of brainrot is particularly relevant for Generation Alpha because of this intense and continuous exposure to digital content. The rapid and repetitive nature of meme cycles, viral challenges, and trending topics can lead to a sense of mental saturation. For instance, a viral TikTok sound or challenge might dominate their feeds for weeks, leading to a kind of collective brainrot where it feels impossible to escape that particular trend.

HUMOUR AND SELF-AWARENESS

One of the key aspects of brainrot within meme culture is self-awareness. Internet users, particularly younger generations, are often aware of the absurdity and triviality of their obsessions. By referring to their fixation as brainrot, they acknowledge the silliness of their intense engagement with something as unimportant as a meme or viral trend.

This self-awareness can serve as a coping mechanism, allowing individuals to navigate the overwhelming nature of digital culture with a sense of humour. It can also foster a sense of community, as users bond over their shared experiences of brainrot and the cultural phenomena that trigger it. Some users see the bizarre tailor-made content that appears on their feed as a badge of honour - “Majestic - FYP Pull”.

SKIBIDI TOILET AND BRAINROT SPEAK

A cultural phenomenon heavily associated with brainrot is "Skibidi Toilet", an animated series by Georgian animator Alexey Gerasimov, posted as YouTube Shorts and longer videos on his channel "DaFuq!?Boom!" The animated series depicts a dystopian world where Skibidi Toilets—mobile toilets with human heads—battle humanoids with speakers, cameras, and TVs for heads. The first video, posted on February 7, 2023, garnered over 164 million views, while other episodes have exceeded 250 million views. "Skibidi" originally had no inherent meaning, but like many brainrot-associated memes, it has since evolved into a slang term used among children and teens, meaning either "bad" or "cool" depending on context.

Slang terms based on meme culture (e.g. gyat, amogus, mewing) have become commonplace and form a kind of brainrot-speak that is virtually impenetrable to those not deeply embedded in meme and internet culture. Some of these terms (e.g. based, sus, rizz) have permeated broader youth vernacular, highlighting the impact of internet culture on language. Brainrot-speak forms the basis for more memes, like this one where a character says something innocuous and his friend translates it using brainrot terminology.

IMPACT ON MENTAL HEALTH

While the term brainrot is often used humorously, it does raise important questions about the impact of digital culture on mental health, especially for Generation Alpha. The constant bombardment of information and the pressure to stay current with trends can lead to feelings of anxiety, stress, and burnout.

Parents, educators, and mental health professionals are increasingly concerned about the potential negative effects of excessive digital consumption. Just last week, The Irish Medical Organisation (IMO) called for urgent action to tackle the harm faced by young people as a result of social media. The IMO wants the Attorney General and Department of Justice to investigate the possibility of taking legal action against technology company Meta, based on “their products’ detrimental effect upon youth mental health.”

“The evidence is mounting that these platforms pose a real threat to the mental health of young users. There is an urgent need now to move at pace to protect users from the dangerous, harmful and addictive practices which the owners of these platforms deploy against their users in order to boost their bottom line. Our children will only have one childhood and we need to ensure that it is a safe one.” - Chairman of the Consultant Committee of the IMO, Professor Matthew Sadlier.

The IMO was responding to a call from the Surgeon General of the United States for warning labels to be put on social media platforms to warn users of the negative impact of these platforms on their mental health.

It is crucial to find a balance between enjoying and engaging with digital content and maintaining mental well-being. Encouraging healthy digital habits, such as setting boundaries for screen time and promoting offline activities, could address the harmful downsides of brainrot.

BRAND TAKEOUTS:

While brainrot isn’t a single genre of entertainment with a set of specific characteristics, the popularity of series like ‘Skibidi Toilet’ and memes like ‘Yeah that’s what I would’ve did’ point to this generation’s appreciation of all things weird and absurd, a direction brands should explore in order to stand out in an increasingly saturated digital landscape.

While brainrot is a source of entertainment and community, it also highlights the challenges of navigating a digital landscape that can be overwhelming and all-consuming. As Gen Alpha continues to grow and evolve, it will be important for brands to foster a healthy relationship with digital media, balancing the enjoyment of memes and viral trends with the importance of mental well-being. By understanding the nuances of brainrot and its implications, we can better support this generation on its digital journey.