WHY does time pass so quickly while searching for one specific piece of information on an electronic device? Time passes unnoticed in a never-ending cycle of marathon-like scrolling. One app leads to another in an endless loop, especially when a notification pops up, diverting attention to yet another platform before returning to the original task. The irresistible urge to switch between apps fuels this cycle. This phenomenon, often referred to as 鈥榖rain rot,鈥� describes a state of mental fogginess and cognitive decline. Coined by Oxford University Press, the term has become increasingly relevant due to the widespread use of social media and the consumption of excessive, mindless content. Endless scrolling, reels, short videos and live streams contribute to brain rot. To fully understand its connection to brain function and its impact on modern life, it is essential to explore how ancient cognitive mechanisms struggle to adapt to today鈥檚 digital overload.
Over time, the brain is being rewired. It has evolved to process information in a structured way, yet its ancient functions struggle in the digital world. Early humans, whose brains are nearly identical to modern-day people, developed over thousands of years to focus on what truly matters. For example, spotting prey triggered a release of dopamine 鈥� a neurotransmitter associated with motivation and reward. Fast forward to 2025 and the human brain still follows the same architecture. However, unlike the occasional reward of a successful hunt, today鈥檚 brains are constantly flooded with dopamine. The brain cannot distinguish between a crucial survival cue and a fleeting funny video 鈥� both trigger the same chemical response. This cycle of endless digital stimulation keeps people seeking rewards, even when the content is meaningless. Neuroscientists refer to the brain鈥檚 adaptability as neuroplasticity. The rise of social media has driven the brain to favour novelty, fragmenting attention in what scientists call a 鈥榗ognitive evolutionary mismatch.鈥� The environment is changing at lightning speed, while the brain still perceives the world as if it were the Stone Age (Pleistocene).
In the 1960s, Canadian theorist Marshall McLuhan famously stated, 鈥楾he medium is the message,鈥� meaning that the way people consume information shapes society鈥檚 thinking more than the content itself. This is more relevant today than ever before. Previously, communication was dominated by newspapers, radio and television. In contrast, today鈥檚 media landscape is driven by social media platforms that thrive on short bursts of attention 鈥� 15-second clips, vertical videos and trending hashtags. This constant flood of novelty, shock and instant gratification reinforces the expectation of immediate rewards, making individuals more impulsive. Every swipe, tap and click triggers a small dopamine release, reinforcing the habit much like a slot machine. This pattern of intermittent reinforcement is rewiring the brain for shallow thinking. Neuroscientist Nicholas Carr warned in his book The Shallows that the internet isn鈥檛 just altering what people think about 鈥� it鈥檚 changing how they think. That warning has now become reality. Neuroscientist Dr Adam Gazzaley, author of The Distracted Mind, highlights how excessive digital stimulation impairs cognitive control, reducing our ability to sustain attention and engage in deep thinking. His research demonstrates that constant multitasking on social media weakens neural pathways responsible for focus and memory, making it harder for individuals, especially younger generations.
Many believe they have control over what they consume, but in truth, media platforms dictate what people see. Attention is a valuable currency and every swipe is a microtransaction in the vast attention economy. As platforms optimise their algorithms, they continuously rewire the brain鈥檚 neural pathways, making sustained thought increasingly difficult. In 1976, evolutionary biologist Richard Dawkins introduced the concept of 鈥榤emes鈥� in The Selfish Gene, defining them as cultural ideas that spread from mind to mind, much like genes spread biologically. Today, memes have evolved into viral images, jokes and trends that spread at lightning speed. These bite-sized cultural moments deliver high emotional impact with minimal depth. Younger generations, such as Gen Z and Gen Alpha, have developed entire vocabularies based on memes rather than books or lived experiences. Even major brands have adapted, using internet culture to stay relatable. With information constantly at their fingertips, people rely on the internet as an external hard drive rather than forming deep, lasting knowledge. Instead of finding satisfaction in normal activities, individuals endlessly chase micro-doses of digital dopamine. While it is easy to blame platforms for this distraction, they also serve as powerful tools. Without them, many of today鈥檚 biggest companies wouldn鈥檛 exist and students wouldn鈥檛 have access to countless learning resources that help them build careers. In this hyper-competitive world, the right content from the right sources can be an advantage, allowing individuals to learn and improve with just a few clicks.
The attention economy is built on monetising every second of engagement and the economic implications are significant. Productivity declines and creativity suffers when people struggle to maintain focus. True innovation comes from deep work 鈥� extended periods of uninterrupted thought. The world鈥檚 most pressing problems require sustained attention, not fragmented, half-read headlines. To counteract these effects and rewire the brain for focus, the first step is awareness 鈥� recognising the problem. The second step is progressive attention overload management and environmental design, such as keeping electronic devices away when necessary and using 鈥榞rayscale mode鈥� on听phone or device that generally reduces screen time due to the less visually appealing interface. Third, rebalancing dopamine levels by engaging in activities with fewer stimuli 鈥� such as reading books, having slow conversations and meditating 鈥� can restore the brain鈥檚 ability to find satisfaction in ordinary experiences. Neuroscientists confirm that reducing digital overstimulation can enhance deep focus. Lastly, mindful consumption and better-designed interfaces that respect cognitive limits can significantly improve mental well-being. Being selective about what is consumed can be a game-changer.
As social media becomes a dominant force in daily life, the rise of 鈥榖rain rot鈥� among Gen Z and Gen Alpha is an increasing concern. Platforms like YouTube, TikTok, Facebook and Instagram fuel digital distractions, leading to cognitive decline, reduced focus and mental health challenges. Research shows that students struggle more than ever to concentrate on a single lesson, as their minds are conditioned to jump between distractions. Ironically, much of this social media consumption stems from the desire to escape boredom 鈥� once a catalyst for creativity and deep thought. Navigating this digital landscape isn鈥檛 easy, but recognising the long-term impact of these habits is essential. Breaking the cycle of endless scrolling through social media detoxes and finding alternative dopamine sources can help restore focus and mental clarity. The challenge isn鈥檛 just avoiding distractions 鈥� it鈥檚 reclaiming the ability to think deeply, create meaningfully and engage with the world beyond the screen.
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Nafisa Tabassum Nizhum is a student at International University of Business, Agriculture and Technology.
