Is ‘brainrot’ ruining young minds? Psychologists weigh in on Malaysia’s meme culture (VIDEO)

KUALA LUMPUR, Oct 12 — If kopitiams used to be the heartbeat of Malaysian chatter, where old uncles argued over politics and teh tarik, the digital realm has quietly taken over that role. 

Today, the youth scroll their way through endless feeds, their attention flitting from TikTok dances to viral Twitter threads in the blink of an eye.

In this environment, a new kind of cultural phenomenon thrives: brainrot.

What is brainrot?

Brainrot is a slang term describing a decline in mental or intellectual capacity, often caused by exposure to low-quality or excessive online content.

The question is whether this phenomenon is beginning to affect Malaysians — particularly the way young people think and process information.

Speaking to Malay Mail, a psychologist and early childhood education expert from SEGi University Prof Datin Mariani Md Nor said Malaysia shows strong signs of being especially prone to brainrot, with youth heavily immersed in fast, meme-driven content. 

High social media usage, near-universal smartphone ownership and widespread mobile internet access make the country fertile ground for this trend.

“Malaysia has structural and cultural factors that amplify the trend, including a young population, high social media penetration, limited leisure options in some areas and cost barriers to offline hobbies. 

“These conditions point towards “brainrot nation” tendencies, with heavy digital consumption becoming increasingly woven into everyday culture but it’s not inevitable or complete yet, and there is variation across socioeconomic strata,” she added.

Escapism in short videos and memes

When asked whether brainrot videos could be considered a form of escapism, similar to how doomscrolling responds to negative news, she said that in most cases, the answer is yes.

Mariani explained that such videos can act as a kind of escape, especially when people feel stressed by everyday pressures.

The silly, over-the-top humour gives quick laughs and a break from heavy thoughts. 

Asked whether brainrot humour reflects a bigger trend of young people feeling disengaged, cynical or tired, she said it very likely does. 

She said studies on meme culture show that absurd jokes are often used to express disillusionment with modern life and frustration over politics, jobs or social issues. 

“The exaggeration in these memes mirrors feelings of powerlessness or the surreal nature of real life.

“At the same time, meme culture acts as a kind of group therapy, laughing together at the same absurdities makes people feel less alone,” she said.

The many faces of brainrot content

According to Counselling Psychologist and Child Clinical Psychologist Noor Aishah Rosli, brainrot content often appears in several forms.

She said these include obsessive edits that focus on a single character or song and are replayed until the joke is the repetition itself.

Other examples: catchy remixes that linger in the mind long after the video ends, fandom content built on inside jokes that prioritises repetition over narrative or meaning and absurd humour where randomness, exaggeration and delivery are the main punchlines.

“Brainrot content carries both risks and benefits.

“Negatively, it can make it harder to focus on long tasks, encourage surface-level communication, disrupt sleep and increase anxiety if it begins to replace real relationships. 

Yet it does have some benefits.

For instance, it can spark creativity, sharpen remixing skills and create quick social bonds.

“Its overall impact depends on balance. It becomes harmful when it takes the place of learning and meaningful connections, but remains mostly harmless when enjoyed alongside them,” she added.

Agreeing with Mariani, she said brainrot humour often does reflect young people feeling tired.

The mix of irony, dark tones and super-short jokes can be a way of coping with stress, uncertainty, money worries and political fatigue. 

She explained that while cynical humour can help people bond and release emotions, it can also show a lack of engagement when it replaces real discussions and participation.

When asked about the roles that schools, parents and policymakers should play if brainrot consumption continues to grow, she said schools should teach media literacy, encourage balanced extracurricular activities and provide counselling. 

Parents, she added, can help by modelling healthy habits, setting routines and discussing content with their children. 

“Policymakers should support digital literacy in school curricula, fund youth mental health services and promote public education on safe internet use,” she added.

Psychologist Noor Aishah Rosli said cynical humour can bring people together, but it can also replace meaningful conversations. — Picture courtesy of Dr Noor Aishah Rosli

Swipe, binge, repeat

Also weighing in, Malaysian Psycho-Spiritual Well-being Association deputy chairman and psychologist Adnan Omar said habits such as swiping, binge-watching and doomscrolling can shorten attention spans.

He explained that some forms of knowledge require time to understand, analyse and apply, even if they feel dull or monotonous. 

Certain skills, he said, are cumulative, building on each other to form a bigger picture, while others are multidisciplinary and require the mind to process and connect across different fields.

“The internet, however, often offers repetitive and shallow content that encourages people to keep swiping for the next thing that looks more entertaining,” he added. 

Adnan likened the internet to a giant open mic where everyone has a punchline, but not all of them land.

Among close friends, he said, humour is like sambal — a little lifts the mood, but too much burns. 

He said the problem begins when jokes are commercialised into endless content or turned into weapons to mock others, stripping away their spice.

“That’s the danger of humour at scale. What begins as laughter can quickly cross into harm and because the internet cuts across age, culture, values and place, it spreads both harmless fun and hurtful mockery at lightning speed,” he added.

Beyond the word ‘brainrot’

He then said if brainrot is understood as a decline in mental ability caused by excessive exposure to shallow or inappropriate online content, then it is a global phenomenon rather than something unique to Malaysia. 

He said the word “brain” brings to mind the physical organ, while “rot” suggests decay or crumbling. Together, they paint a picture of the brain physically shrinking.

“Yet, the reality of intellectual decline and reduced cognitive function is far more complex than this simple image,” he said.

Examples of brainrot content on the internet

1. Italian brainrot memes

The first Italian brainrot character to go viral was Tralalero Tralala, a shark sporting bright blue Nike sneakers on its elongated fins. Early videos of Tralalero Tralala were set to a crude, curse-laden Italian song that oddly resembled a twisted nursery rhyme. 

Soon, a gallery of bizarre characters followed: Bombardiro Crocodilo, a crocodile-headed military airplane; Lirilì Larilà, an elephant with a cactus body wearing slippers; and Armadillo Crocodillo, an armadillo snugly lodged inside a coconut, among others. 

2. Skibidi Toilet

The YouTube series “Skibidi Toilet”, created by Alexey Gerasimov and viewed over 17 billion times, features human-headed toilets in a machinima-style war, gaining worldwide fame but raising parental concerns over its mix of potty humour, horror, and violence.

3. Artificial Intelligence (AI) ASMR

ASMR, or Autonomous Sensory Meridian Response, refers to a tingling sensation some people experience in response to specific sounds or visual triggers such as whispering, tapping, or gentle movements.

AI ASMR content refers to videos where AI tools generate or modify sounds, whispers, or scenarios designed to trigger the ASMR experience.

On platforms like TikTok, creators often use AI to create surreal or exaggerated ASMR clips such as whispering voices, oddly specific roleplays, or absurd sound effects that are unnerving, hilarious, or strangely addictive.

4. Green screen dancing videos on Tiktok

Green screen dancing videos on TikTok involve creators using green screen effects to superimpose themselves dancing in various imaginative or absurd virtual backgrounds. 

These videos often feature repetitive choreography, surreal settings, or humorous scenarios, contributing to their viral nature.