Brain Rot - in the Year of the Podcast?

"The adoption of ‘brain rot’ as the word of the year suggests that social media and the Internet have a terrible effect on humans. However, the Internet's impact includes liberation from traditional information sources and empowerment." 

According to the Oxford Dictionary, 'brain rot' is the official word of 2024. It is the supposed deterioration of a person's mental or intellectual state, primarily caused by the overconsumption of trivial or unchallenging material online.

'Brain rot' is caused by excessive use of technologies, such as zombie scrolling—scrolling with no destination while frequently staring at the screen. Anyone who has walked down a Hong Kong Street will recognise this behaviour.

There is now much pearl-clutching over the belief that excessive use of social media and our mobile phones leads to a deterioration in cognitive functions and declining self-esteem. The risk is falling into the comparison trap by seeing the curated wonderful life of others as reinforcing a negative self-image, resulting in high levels of stress, anxiety and depression. 

The state of 'brain rot' has yet to be clinically recognised. Still, in broad terms, it involves mental fog, reduced attention span, difficulty organising thoughts, trouble recalling important information and challenges in making decisions. It sounds like a typical teenager to me.

The adoption of ‘brain rot’ as the word of the year suggests that social media and the Internet have a terrible effect on humans. However, the Internet's impact includes liberation from traditional information sources and empowerment. 

We should pay attention to this potential for positive change because 2024 is the year the podcast came into its own and had a profound impact. Strangely, long-form discussion podcasts have the most traction, confounding the suggestion that our attention span is degrading. 

Unlike traditional radio segments or shorter podcast episodes, long-form podcasts often last over an hour. They allow for in-depth discussions and storytelling, and there is evidence that this format is relished and incredibly influential. 

Donald Trump's appearance on the Joe Rogan podcast helped swing many votes for him. The Joe Rogan Experience is the world’s top podcast, with three billion listeners. Kamala Harris declined to appear.

Likewise, The Rest is Politics podcast in the UK has revived the standing of Alistair Campbell (he of the dodgy dossier) and the failed PM candidate Rory Stewart. These two occasionally get it wrong, yet they provide revealing insights.  For instance, in a recent discussion, they said that human rights are only raised by the U.K. government with other countries to appease the media and never pursued with real vigour.

Another stand-out podcast is Triggernometry, hosted by two former comedians, which provides impressive insights into complex issues. Engaging with guests from across the political and social spectrum, they've confounded norms and help break down barriers. There are several other instances where podcasts fulfil the role of explaining what is going on without the bias filters that operate upon the old media of newspapers and TV outlets. 

In their 1988 book 'Manufacturing Consent', Noam Chomsky and Edward Herman tell us that 'news' goes through at least five filters before it reaches us, and we must treat it with wariness. Podcasts operating outside mainstream media are less constrained by these filters.

Indeed, many personalities who made a name on TV or in traditional media are now switching to the podcast format. This format allows for flexibility in content that was not possible when they worked for the old-style mainstream media. This opportunity undermines spin-merchants' control and is proving popular with customers.

Here are the trending podcasts in China. Note that English-language podcasts dominate. Podcast penetration in China is growing and is expected to be the dominant medium by 2027. 

But what accounts for this growing influence?  Here are several key factors driving the impact of long-form podcasts.

Deep Engagement with Content

Long-form podcasts allow listeners to engage deeply with topics that interest them. The format lets hosts and guests explore subjects thoroughly, fostering a richer understanding. Listeners can immerse themselves in complex narratives, nuanced arguments, and diverse perspectives that shorter formats cannot accommodate.

Authenticity and Storytelling

In an era where authenticity is paramount, long-form podcasts excel at building genuine connections between hosts and their audiences. The conversational nature of extended discussions allows for personal stories and experiences to shine through. This storytelling aspect resonates with listeners, creating a sense of intimacy and relatability that is missing in shorter formats.

Convenience and Accessibility

Podcasts are inherently convenient; they can be consumed while commuting, exercising, or doing household chores. Long-form podcasts cater to this lifestyle by offering substantial content that can be savoured over multiple sessions. Listeners can dive into a series or a specific episode without feeling rushed, making them more likely to return for future instalments.

Diverse Topics and Niches

Long-form podcasts cover a wide range of topics, from politics, true crime, and history to self-improvement and science. This diversity allows niche audiences to find content that resonates with their interests.

Monetisation

For creators, long-form podcasts offer significant monetisation opportunities. Advertisers are often willing to pay more for longer episodes that allow for integrated ad placements, as they can convey messages more effectively. This financial incentive encourages creators to produce high-quality content, enhancing the listening experience. Joe Rogan is estimated to earn about $800,000 per podcast episode and records at least thrice weekly, earning $9.6 million monthly.

Community Building

Long-form podcasts foster communities around shared interests. Many podcasts create forums, social media groups, or live events, enabling listeners to connect with each other and the hosts. This sense of community enriches the podcasting experience, making listeners feel part of something larger and more connected.

The impact of long-form podcasts is undeniable, driven by their ability to engage, inform, and entertain listeners meaningfully. In the end, the traction that podcasts and Youtubers gained in 2024 represents an actual front of political engagement in an era when traditional media institutions continue struggling with their footing.