Abstract

Author:
M. Kamraju

Doi: 10.26480/mmhj.02.2025.50.60

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

The rise of short-form digital content such as YouTube Shorts, Instagram Reels, and TikTok-like platforms has given rise to the phenomenon of “Brain Rot,” reflecting the cognitive and psychological effects of excessive media consumption among youth. In India, where young people form a large demographic, this trend significantly influences attention spans, academic performance, mental health, and cultural values. This study investigates the drivers, processes, and impacts of brain rot on Indian youth using a mixed-methods approach involving surveys, interviews, and content analysis. Findings indicate a strong association between prolonged screen time and reduced concentration, procrastination, anxiety, and dependence on instant gratification. The paper also explores possible interventions, including media literacy, parental guidance, educational reforms, and policy initiatives aimed at promoting digital well-being. Situating brain rot in the Indian context, the study adds to debates on youth, technology, and cultural transformation.