In a world increasingly dominated by screens, the Oxford University Press has crowned “Brain Rot” as its 2024 Word of the Year. Defined as a noun, the term refers to the “supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging. Also, something characterized as likely to lead to such deterioration.”
The selection underscores rising global concerns about excessive screen time and its potential cognitive toll, particularly among children. According to Oxford University Press, the term’s usage spiked by 230 percent between 2023 and 2024, driven by growing apprehension over the effects of consuming low-quality online content, particularly on social media.
While the dangers of unregulated screen exposure are widely acknowledged, solutions remain elusive and heavily dependent on cultural and local contexts. In Australia, a groundbreaking measure was introduced in November 2024. The government approved a ban on social media for anyone under the age of 16, with fines of up to USD 32million for tech companies that fail to comply.
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Prime Minister Anthony Albanese justified the move as essential for safeguarding children from the “harms” of social media. “We want our kids to have a childhood,” he remarked.
The ban, considered one of the strictest globally, sets a minimum age higher than that of any other country and offers no exemptions for parental consent or existing underage users.
In Ethiopia, a unique initiative is tackling the issue with creativity and cultural grounding. An annual festival known as “Nu Chika Enabuka”, loosely translated as “Come, Let Us Knead (Mud),” offers families an opportunity to step away from screens and into the tactile, imaginative world of clay sculpting.
The festival’s origins trace back to a small, family-driven initiative. Co-founder Yoseph Woldeamanuel recalled how his wife, Hamere Mulugeta, first envisioned a creative, physical space for their two daughters, Heran, 14, and Ela, 11.
Held in the heart of Addis Ababa, the festival transforms the city’s iconic Meskel Square into a lively playground where children and parents engage in daylong activities designed to foster creativity and bonding. The event, spearheaded by an Ethiopian couple, aims to counteract the effects of excessive screen time with a hands-on approach to recreation.
On the brisk morning of December 1, 2024, Meskel Square buzzed with activity. Children, accompanied by their parents, were handed white, theme-branded aprons at the entrance. Inside the barricaded thoroughfare, the festival offered a spectrum of engaging activities: inflatable pools for playful splashing, bouncy houses, giant slides, and a DJ booth where children danced to lively tunes.
For many, the centerpiece of the event was a long, shaded area dedicated to clay kneading. Here, families worked together to mould clay paste into an array of shapes and sculptures, from household utensils to more ambitious creations like airplanes, human busts, and monuments.
The atmosphere was vibrant and joyous, with children and parents alike getting their hands “dirty” in the pursuit of imaginative expression.
Among the attendees was Abdulkerim Wubshet, a father of two boys, aged 10 and 6. His eldest son, Yusuf, a top-performing student with a 92.2 percent GPA, inspired the family’s outing.
“I brought them here as a reward for Yusuf’s hard work,” Abdulkerim shared with The Reporter Magazine. “This is a great place to be at, and the price is affordable.”
At the heart of the “Nu Chika Enabuka” festival lies a profound commitment to reconnecting children with physical play and creativity. For many families, this annual event provides a rare opportunity to engage in meaningful, screen-free activities.
Feysal Bedru, a children’s football coach, brought his three kids to the event with a clear purpose. “Let them experience what we did as children back in the day,” he said. “Let them understand what it means to do physical work. This is 100 percent better than playing on mobile phones. These activities are vital—children need to spend time with other children.”
For Dawit Zerfu, a young father of two, the festival represents a chance for his kids to cultivate creativity and social skills. “My 5-year-old son and 9-year-old daughter are learning to be imaginative through these activities,” he explained. “And they learn how to socialize.”
The founders envision an even broader reach. “We’re planning to franchise the concept to other regions,” Yoseph revealed, emphasizing the festival’s potential to inspire creativity and community across Ethiopia.
The adverse effects of excessive screen time on children’s health and development have become a pressing concern in urban settings. While festivals like “Nu Chika Enabuka” provide a joyful reprieve, experts are increasingly alarmed by the impact of excessive screen time on children.
Yonas Maheretibeb (MD), Associate Professor and Consultant Psychiatrist at Addis Ababa University, has spent years studying the effects of technology addiction among young people.
“Prolonged screen time has profound physical and psychological consequences,” he told The Reporter Magazine. “Children and teens who are glued to their devices risk developing poor posture, severe back and neck pain, and strained spines. The long-term effects can be debilitating.”
Yonas also highlighted the cognitive and social repercussions. “Screen addiction hampers language acquisition, attention spans, and cognitive development,” he said. “It reduces the quality of parent-child interactions and detracts from essential playtime.”
According to research, children immersed in screens often struggle with reading comprehension and problem-solving. “They develop shorter attention spans, making it harder for them to read multiple pages or solve math problems. They’re also less likely to acquire the social skills needed to navigate life’s challenges, particularly when spending hours scrolling through platforms like TikTok.”
Yonas emphasized the role of parents in mitigating these effects. “Parents need to establish rules for internet use and carve out daily family time free from phones or TV. They should encourage physical activities like football, swimming, or even household chores. Unfortunately, many parents unintentionally model excessive phone use themselves, leaving their children feeling neglected.”
“How can parents ban phone use for their kids when they’re constantly glued to their own screens?” he asked pointedly.
