2024: Key Terms of the Year—from ‘enshittification’ to ‘brat’ and ‘brain rot’
Just before the 2024 U.S. election, Collins Dictionary chose ‘brat’ as its word of the year. The publisher defined it as “characterized by a confident, independent, and hedonistic attitude.”
The Rise of ‘Brat’
‘Brat’ was not just a linguistic phenomenon but also a cultural one. It encapsulated the spirit of a generation marked by self-assurance, autonomy, and pleasure-seeking. The choice of ‘brat’ as the word of the year reflected a shift in societal norms towards prioritizing individual expression and enjoyment.
The Charli XCX Connection
Coincidentally, ‘brat’ was also the title of a chart-topping album released by the pop sensation Charli XCX in June 2024. The album resonated with audiences worldwide, cementing ‘brat’ as more than just a word but a cultural touchstone.
Other Key Terms
Apart from ‘brat,’ Collins Dictionary also highlighted ‘enshittification’ and ‘brain rot’ as key terms of the year. These words reflected broader trends in society, from the degradation of public discourse to concerns about mental health and cognitive decline.
Impact and Reflection
As we look back on 2024, these key terms serve as a snapshot of the year that was—a time of change, upheaval, and redefinition. They invite us to reflect on the values and priorities that shaped our collective consciousness and influenced our language.
The choice of ‘brat’ as the word of the year is a reminder of the power of words to capture the spirit of a moment and the essence of a generation. It challenges us to consider how language shapes our perceptions and reflects our evolving cultural landscape.
In a world where words are more than just tools of communication but also mirrors of our society, ‘brat’ stands out as a symbol of a new era—a time of boldness, individuality, and unapologetic self-expression.
As we navigate the complexities of the present and anticipate the uncertainties of the future, let us remember the significance of words like ‘brat’ in shaping our understanding of ourselves and the world around us.
