Demystifying the New Dilemma of Brain Rot in the Digital Era: A Review.

: The widespread phenomenon of "brain rot", named the Oxford Word of the Year 2024, refers to the cognitive decline and mental exhaustion experienced by individuals, particularly adolescents and young adults, due to excessive exposure to low-quality online materials, especially on social media. The present study is exploratory and interpretative in nature, aiming to investigate the phenomenon of "brain rot", with a focus on its key pillars, psychological factors, digital behaviors, and the cognitive impact resulting from the overconsumption of low-quality digital content. : This study employs a rapid review approach, examining research published between 2023 and 2024 across PubMed, Google Scholar, PsycINFO, Scopus, and Web of Science. It explores the causes and effects of brain rot, focusing on the overuse of social media, video games, and other digital platforms. : The findings reveal that brain rot leads to emotional desensitization, cognitive overload, and a negative self-concept. It is associated with negative behaviors, such as doomscrolling, zombie scrolling, and social media addiction, all linked to psychological distress, anxiety, and depression. These factors impair executive functioning skills, including memory, planning, and decision-making. The pervasive nature of digital media, driven by dopamine-driven feedback loops, exacerbates these effects. : The study concludes by offering strategies to prevent brain rot, such as controlling screen time, curating digital content, and engaging in non-digital activities. Given the increasing prevalence of digital engagement, it is essential to explore a variety of strategies, including mindful technology use, to support cognitive health and emotional well-being. The results can guide various stakeholders-policymakers, practitioners, researchers, educators, and parents or caregivers-in addressing the pervasive impact of brain rot and promoting a balanced approach to technology use that fosters cognitive resilience among adolescents and young adults.