Roy C. Newton

The designation "Word of the Year" (WOTY) refers to selections made by various dictionary publishers, linguistic societies, and media organizations to identify the most significant word or expression in the public sphere during a given year. For 2024, multiple organizations announced distinct winners, each reflecting different aspects of global culture, politics, and social trends.

Major English-Language Selections for 2024

Oxford Word of the Year: "brain rot"

Oxford University Press selected "brain rot" as its 2024 Word of the Year following a public vote of more than 37,000 participants. The term is defined as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging." Usage frequency increased by 230% between 2023 and 2024. The first recorded use dates to 1854 in Henry David Thoreau's Walden. The term gained new prominence on social media platforms such as TikTok among Gen Z and Gen Alpha communities, and is associated with viral content such as the Skibidi Toilet video series and "only in Ohio" memes.

Cambridge Dictionary Word of the Year: "manifest"

Cambridge Dictionary selected "manifest" as its 2024 Word of the Year. Traditionally used as an adjective meaning "obvious" or a verb meaning "to show something clearly," the word was chosen due to its increased use by celebrities on social media as a verb meaning "to imagine achieving something you want, in the belief doing so will make it more likely to happen." The selection was based on user data, zeitgeist, and language trends.

Merriam-Webster Word of the Year: "polarization"

Merriam-Webster named "polarization" as its 2024 Word of the Year. The selection reflected the significant number of lookups driven by discussions of division in politics, AI, and pop culture. The word describes division into two sharply contrasting groups or sets of opinions or beliefs.

Dictionary.com Word of the Year: "demure"

Dictionary.com selected "demure" as its 2024 Word of the Year. The word experienced a nearly 1,200% increase in usage in digital web media between January and August 2024, primarily attributed to TikToker Jools Lebron's popularization of the phrase "very demure, very mindful." A new usage emerged describing refined and sophisticated appearance or behavior in various contexts, such as at work or on a plane.

Collins English Dictionary Word of the Year: "Brat"

Collins English Dictionary selected "Brat" as its 2024 Word of the Year. The term was propelled into mainstream use after musician Charli XCX posted "kamala IS brat" on social media following Kamala Harris's announcement as the Democratic presidential nominee. The new usage redefines the word to refer to someone who is "confidently rebellious, unapologetically bold, and playfully defiant."

American Dialect Society Word of the Year: "rawdog"

The American Dialect Society (ADS), the oldest English-language WOTY selection determined by a vote of independent linguists, selected "rawdog" as its 2024 Word of the Year. The term, which originally referred to engaging in sexual intercourse without a condom, has evolved in slang usage to mean doing something without preparation or protection, such as "rawdogging" a long flight without entertainment or "rawdogging" life without medication.

Macquarie Dictionary (Australia) Word of the Year: "enshittification"

The Macquarie Dictionary, the dictionary of Australian English, selected "enshittification" as both its Committee's Choice and People's Choice for 2024. The term describes the gradual degradation of a service or product, particularly online platforms, as corporate interests prioritize profit over user experience.

The Economist Word of the Year: "kakistocracy"

The Economist selected "kakistocracy" as its 2024 Word of the Year. The term, meaning government by the least suitable or most unprincipled citizens, reflects the publication's assessment of global political trends.

Australian National Dictionary Centre Word of the Year: "Colesworth"

The Australian National Dictionary Centre selected "Colesworth" as its 2024 Word of the Year. The term is a portmanteau of the two major Australian supermarket chains, Coles and Woolworths, used colloquially to refer to the supermarket duopoly in Australia.

Other Notable Selections

• Grant Barrett (lexicographer): Published an unranked words-of-the-year list, typically in The New York Times.
• Japan: The "New Word/Trendy Phrase Award" (Shingo ryūkōgo taishō) and the "Kanji of the Year" (kotoshi no kanji) are selected annually, reflecting Japanese events and attitudes.
• Germany: The Society of the German Language (GfdS) selects a Wort des Jahres (Word of the Year), a tradition dating back to 1971.
• Spain: Fundéu selects a Word of the Year, chosen since 2013.
• The Netherlands: Dictionary publisher Van Dale has conducted a word of the year poll since 2007.

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