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Last year Oxford Dictionaries popularized the term "brain rot" to describe the numbing effect of endless low-quality online content. Now the American Psychological Association (APA) has released a comprehensive analysis that gives the phrase clinical weight: short-form social media videos are linked to measurable declines in cognitive function and mental health.
Large meta-analysis links short videos to weaker cognition
The new APA study, reported by Euronews, pooled data from 71 separate studies covering 98,299 participants. Across that large dataset researchers found consistent associations between heavy exposure to short-form content—think TikTok clips, Instagram Reels and YouTube Shorts—and poorer performance on tasks requiring attention, inhibitory control, memory and language skills.
How short, fast content rewires attention
Researchers point to a process called habituation as the primary mechanism. When the brain is repeatedly exposed to rapid, high-intensity stimuli, it becomes accustomed to that level of arousal. Over time, slower, effortful activities—like deep reading, problem solving or studying—feel duller and demand more willpower.
Endless scrolling creates a dopamine-driven reward loop: each new clip triggers a small burst of pleasure, encouraging continued consumption. That habit loop can make it harder to disengage from devices and can elevate baseline anxiety and stress in everyday life.
Mental health and social consequences
The study emphasizes that cognitive effects are only part of the picture. Excessive social media use correlates with higher rates of anxiety, stress, loneliness and social isolation. Paradoxically, platforms built for social connection often replace active, reciprocal interactions with passive digital browsing, amplifying feelings of disconnection rather than alleviating them.
Impact on children and learning outcomes
Perhaps most concerning are the findings for young people. Children who use social media daily scored significantly lower on standardized tests of reading, memory and vocabulary compared with peers who used these platforms less. Given that attention and language skills are foundational for school performance, widespread short-form consumption could have long-term educational consequences if habits form early.
What this means for users and educators
The APA study does not claim that all social media is uniformly harmful, but it highlights real risks tied to the volume and format of content. Practical steps recommended by cognitive scientists and educators include: setting hard limits on short-video sessions, scheduling tech-free blocks for focused reading or homework, and teaching young people about attention hygiene—how to train and protect sustained focus.
Scientific context and next steps
Meta-analyses like this one strengthen evidence by combining many smaller studies, but they cannot by themselves prove causation in every case. Still, the APA's work raises urgent questions for platforms, parents and policymakers about design features that prioritize endless engagement over users' cognitive health. Future research will need to test interventions and clarify how much exposure produces measurable harm, which age groups are most vulnerable, and whether effects reverse with reduced use.
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