From Meme to Mainstream: TikTok's Impact on Filipino Language PDF

FROM MEME TO MAINSTREAM: THE IMPACT OF TIKTOK “BRAINROT” MEMES ON THE ONLINE FILIPINO LANGUAGE A Thesis Presented to the Faculty of College of Liberal Arts and Sciences UNIVERSITY OF CALOOCAN CITY Co...

FROM MEME TO MAINSTREAM: THE IMPACT OF TIKTOK “BRAINROT” MEMES ON THE ONLINE FILIPINO LANGUAGE A Thesis Presented to the Faculty of College of Liberal Arts and Sciences UNIVERSITY OF CALOOCAN CITY Congressional Avenue, Brgy. 173, Bagumbong, Caloocan City In Partial Fulfillment of the Requirements for the Degree BACHELOR OF ARTS IN COMMUNICATION By: Jimena, Jhozua Dhave M. Laraño, Jan Michel D. Raby, Mark Rhico P. 2024 CHAPTER 1  THE PROBLEM AND ITS PROBLEM INTRODUCTION “Brainrot” memes, characterized by their repetitive, often nonsensical nature (Brain Rot/Brainrot, Hamilton, Philip. 2023), have gained immense popularity on TikTok. These memes usually incorporate catchy phrases, slang terms, and unique linguistic patterns that can quickly spread and become part of everyday language. In the digital age, memes have emerged as a powerful force shaping communication, culture, and even language. As cultural artifacts that spread rapidly through online platforms, memes can influence how people think, express themselves, and interact with others. This study focuses on the specific impact of “brainrot” memes on the Filipino language, particularly among Gen Z, the digital natives who have grown up immersed in online culture. The Filipino language has been historically shaped by various external influences and TikTok’s brainrot memes represent a new significant trend in this ongoing evolution. By examining these memes' linguistic features, patterns, and social implications, this study seeks to understand how they are reshaping the language landscape and influencing how young Filipinos communicate and interact with each other. Previous research on memes and language has primarily focused on their role in cultural transmission, humor, and social commentary (Shifman, 2014; Limor, 2017). However, the specific impact of viral memes on language change, particularly among younger generations, remains relatively unexplored. This study contributes to the existing literature by providing a detailed analysis of the linguistic innovations and cultural shifts associated with “brainrot” memes in the Filipino context. BACKGROUND OF THE STUDY  Social media has revolutionized communication. Before sending a message it can take a very long time for a person to receive. But with the advances and improvements of our technology, receiving a message is but a mere second away. Over time a culture has developed and thrived in the space of the internet. A “meme” is a cultural item that spreads via the internet or social media. Where it can take various forms such as images, videos, GIFs, etc. Launched in 2016, TikTok quickly gained traction and has amassed a user base of nearly a billion individuals worldwide (TikTok reaches 2 billion downloads, Carman, Ashley, 2020). The Philippines, known for its high level of internet usage, has embraced TikTok, contributing to the platform's growth. (Social media, internet craze keep PH on top 2 of the world list, Baclig, Cristina Eloisa, 2022). Within this digital ecosystem, memes have been a ubiquitous part of Filipino online culture, with TikTok playing a pivotal role in their dissemination. TikTok's algorithm, which personalizes content recommendations based on user behavior, plays a crucial role in the rapid spread of memes. The platform's short-form video format, combined with its emphasis on user-generated content, has created a perfect breeding ground for memes to be born and spread like wildfire. (TikTok creators fear a ban as the House prepares to vote on a bill that could block the app in America, Fung, Brian, 2024). Gen Zs, being the digital natives, have grown up immersed in digital technologies and online communities. This familiarity with digital culture has given them the capability to understand, create, share, and consume memes. Words like gyatt, ohio, skibidi, rizzler, sigma started where born and even infiltrated Filipino slangs. Their active participation in online platforms like Tiktok has solidified their position in our culture. STATEMENT OF THE PROBLEM: 1. Respondent’s Profile: 1.1. Age 1.2. Sex 1.3. Frequency of TikTok Usage/How many hours in terms of screentime (Can be checked on the mobile device if the participant consented) 2. What is brainrot? 3. What are “brainrot” memes, and how are they defined in the context of digital culture and social media? 3.1. Repetitiveness 3.2. Visual Simplicity 3.3. Virality 4. How do these memes influence social interactions? 5. How do these memes influence online communication styles among young Filipinos? 6. What linguistic changes evolved in the Filipino language because of memes? ASSUMPTIONS: Honesty: Respondents will be open and truthful in their answers, providing accurate and reflective insights into their experiences with "brainrot" memes and language use. Awareness and Understanding: Respondents are familiar with the concept of "brainrot" memes and can recognize their influence on their own language use and social interactions. Cultural Influence: The influence of "brainrot" memes on language and culture is significant enough to be observed and analyzed through qualitative methods. Subjectivity: The interpretations and meanings attached to "brainrot" memes by respondents may vary, reflecting personal, social, and cultural factors, and these subjective experiences will provide valuable insights into the phenomenon. Impact on Language: The changes in language observed among respondents are influenced by their exposure to "brainrot" memes, and this influence can be meaningfully explored through their narratives and explanations. SCOPE AND LIMITATIONS: This research focuses on the influence of brainrot memes on the Filipino language, particularly among Filipino Gen Z users of Tiktok. The study examines how these viral memes impact this demographic's linguistic patterns, slang, and communication styles. It also aims to explore the cultural and social dynamics driving the adoption of these memes, their integration into language, and their broader implications for linguistic evolution. The research is limited by financial resources, which may affect the scope of data collection and analysis. Due to budgetary constraints, the study will primarily focus on respondents from the University of Caloocan City, limiting the geographic diversity of the sample. Additionally, the study may rely on available resources for data collection, such as online communication tools which could influence the depth of the data obtained. As with any qualitative study, the research relies on self-reported data from respondents, which may be subject to biases or inaccuracies. Respondents' perceptions and recollections may be influenced by social desirability, memory lapses, or other factors, potentially affecting the reliability of the data. SIGNIFICANCE OF THE STUDY: This study aims to provide knowledge and new perspectives on how brainrot memes affect the Filipino language in communication among Gen Z’s. As a result, the findings of this study may be relevant to the following: To the Digital Natives: By understanding the impact of their online behaviors on language, digital natives can become more aware of how their communication styles evolve and influence others. To the Educators: This study offers valuable knowledge about the linguistic changes driven by the digital culture of their students. To Communication Experts: This study incorporates recently developed communication theory by researchers in our digital setting. Thus, communication experts may undertake additional observations regarding this occurrence and scenario to give more information. To the Future Researchers: This study is a foundational reference for future researchers interested in exploring the intersection of digital culture, language evolution, and social media influence. Hence, they can further gather data on how social media can affect language communication, especially in the changes and continuously enhanced digital world.  CHAPTER 2 REVIEW OF RELATED LITERATURE Digital Linguistics: How Social Media Shapes Our Language The advent of digital platforms, particularly social media, has ushered in a new era of communication that is rapidly transforming language use across the globe. These platforms serve as dynamic spaces where language norms are constantly shaped, challenged, and redefined. As millions of users interact daily on platforms such as Twitter, Facebook, Instagram, YouTube, and TikTok, they collectively contribute to the evolution of language in unprecedented ways. This digital revolution accelerated the pace of language change but has also democratized the process, allowing for bottom-up linguistic innovations that quickly spread across vast networks of users. Social media plays a crucial role in shaping language norms. By providing a space where formal and informal communication styles converge, it has become a breeding ground for new vocabulary, expressions, and even grammatical structures that often go beyond the digital realm to infiltrate everyday spoken and written language. The immediacy and reach of these platforms facilitate the rapid adoption of linguistic innovations, sometimes leading to global phenomena like hashtags or memes that can significantly impact language use. Moreover, the multimodal nature of social media communication - combining text, images, videos, and interactive elements - has given rise to new forms of expressions that challenge traditional notions of language literacy. With the rise of memes and visuals, social media’s visual aspect has spawned a new method of communication. The use of memes in particular has grown in popularity as a means of expressing humor, sarcasm and cultural allusions. Memes are examples of how social media has produced new linguistic expressions since they frequently rely on intertextuality and share cultural knowledge (Jebaslevi et al., 2023). Bahri et al. (2023) observe that semantic change is the most prevalent type of language change on social media, accounting for 32% of the changes they identified. They provide examples such as the word “GOAT” evolving to mean “Greatest of All Time” rather than just referring to the animal. This demonstrates how existing words can acquire new meanings in digital contexts. Natsir et al. (2020) focus on language changes in Instagram, noting that many words are becoming anglicized or adopting English-like characteristics. They also highlight the prevalence of contractions and abbreviations in social media language, which often make their way into spoken language, creating a new linguistic landscape where the boundaries between online and offline language use are increasingly blurred. Interestingly, Blythe and Croft (2021) argue that these changes are not merely the result of passive exposure but are actively shaped by individual users. They suggest that speakers can alter their language use, especially when combined with social media influencers, leading to a more dynamic and user-driven evolution. Digital platforms, particularly social media have created an environment where creativity and informality in language thrive. Afrilesa and Helmita (2022) observe that language changes in mass and social media often reflect a move towards more informal and creative forms of expression. This trend is driven by the desire for quick, efficient communication and the need to stand out in a crowded digital space. This creative use of language on social media often manifests in the form of world play, neologisms, and the repurposing of existing linguistic structures. Bahri et al. (2023) note that users frequently engage in morphological changes, creating new words or altering existing ones to suit the content of their digital conversations. This creativity is not limited to lexical items but extends to syntax and even phonological representations in text form. Informality in digital communication is a key aspect across multiple studies. As a result of users on social media sites like Twitter and Instagram frequently condensing their views into shorter, more succinct messages, new abbreviations, acronyms and emoticons have been created. Another major language advancement that has become commonplace in internet conversation is the emergence of hashtags. Changes in grammar and syntax have occurred in social media communication as a result of character limits and the need for brevity. In favor of informal and conversational writing styles, conventional punctuation and sentence structure standards are frequently ignored (Jebaslevi et al., 2023). To support this observation, Nuri (2023) focused on the essential role of code-switching - the ability to seamlessly transition between formal and informal registers-in achieving effective communication, particularly within the ever-changing landscape of digital communication. Despite these concerns, the creative and informal use of language on digital platforms has been shown to have positive effects on language learning and cultural exchange. Natsir et al. (2020) highlight how social media platforms like Instagram facilitate language acquisition through exposure to diverse linguistic inputs and opportunities for authentic communication. This evolution of language in digital spaces presents a fascinating dichotomy between formal and informal language use. While both forms of language are evolving, they do so at different rates and in distinct ways within social media environments. Informal language on social media evolves rapidly and often unpredictably. Bahri et al. (2023) found that informal language on platforms like Twitter and Instagram is characterized by frequent neologisms, creative spellings and the rapid adoption of new slang terms. They observed that informal language changes on social media often spread virally, with new terms of expressions gaining widespread use within days or even hours.While Blythe and Croft (2021) argue that the distinction between formal and informal language is becoming increasingly blurred in digital spaces. They suggest that social media platforms are creating a new linguistic continuum where elements of both formal and informal language coexist and influence each other. Memes as Storytellers: Language and Culture in the Digital Era Memes in this age have emerged as a powerful and ubiquitous form of expression. These viral, often image-based units of cultural transmissions have transcended their initial role as mere internet humor to become a significant communicative tool with far-reaching implications for language and social interaction. Memes, as defined by Merriam-Webster, are “an amusing or interesting item (such as a captioned picture or video) or genre of items that is spread widely online, especially through social media.” This definition emphasizes the participatory nature of meme culture and its potential to influence language use. The intersection of memes and language has attracted increasing scholarly attention, with researchers examining how these digital artifacts contribute to the evolution of slang, affect cross-cultural communication, and potentially reshape traditional linguistic structures. The role of memes in generating and propagating new forms of slang has been a focal point of recent research. Petrova (2021) highlights how memes forms a bridge for cross-cultural communication, allowing digital communities to transcend national and linguistic borders. Wong and Holyoak (2021) further expanded on this by discussing how memes are not just simple tools for humor but carry metaphorical and symbolic meanings that resonate with individuals based on personal and cultural relevance. The role of memes in generating and propagating new forms of slang has been a focal point of recent research. Studies like “What Do You Meme?” by Holm (2021) have demonstrated how memes serve as vehicles for linguistic innovation, particularly among younger internet users. Holm’s analysis of popular meme formats revealed that they often introduce or popularize new lexical items, which can quickly spread beyond their original online context. Petrova (2021) supports this by identifying memes as one of the fastest-growing digital languages that continues to influence collective thinking and language. These memes often convey complex ideas through simple visual cues, resulting in creation of new communication norms. The “TikTok Brain Rot” phenomenon, as explored by Maddock (2024), provides a compelling case study of how meme-driven language can rapidly permeate youth culture. Their research found that phrases originating from TikTok memes were adopted in everyday speech by teenagers at unprecedented rate, often crossing linguistic and cultural boundaries. The easy shareability and adaptability of memes across various social media platforms further accelerates the dissemination of these items and also are able to encapsulate complex ideas or emotions and often acting as a vehicle for meanings and ideologies (Dynel, 2020). Maddock (2024) emphasizes the rapid and widespread adoption of meme-driven language, particularly among younger users. These researchers tend to view memes as powerful drivers of linguistic change, capable of introducing new terms and phrases that quickly enter common usage. Memes are no longer confined to niche internet subcultures but have become essential tools in digital/online storytelling and socio-political commentary. This new language plays a role in shaping debates, with the ability to influence public opinion, social behaviors and even political ideologies. Gen Z’s Digital Dialect: Youth Language in a Connected World Generation Z, commonly referred to as Gen Z, includes individuals born between the late 1990s and early 2010s. As the first true digital natives, they have grown up in a world deeply integrated with social media, developing communication styles that distinguish them from previous generations. Social media platforms like TikTok, Instagram, and Twitter have become central to their lives, shaping their language and enabling the emergence of new linguistic norms. Their language practices are marked by a blend of creativity, concision, and a strong emphasis on individuality. One defining characteristic of Gen Z’s language is its extensive use of abbreviations, acronyms, and initialisms. Expressions such as "GOAT" (Greatest of All Time), "FR" (For Real), and "ISTG" (I Swear to God) have become part of everyday vocabulary. These abbreviations serve a dual function: they allow for rapid communication in fast-paced digital environments while also creating a sense of community and personality through shared knowledge of internet-specific language. Additionally, Gen Z has adopted visual communication tools, such as emojis and memes, which have evolved into a shared visual language. These graphical representations often convey emotions, cultural references, or ideas in a manner that is not only concise but also universally relatable. The adoption of memes and emojis allows Gen Z to connect with their peers in innovative ways, transcending cultural and linguistic barriers. In the Filipino context, Suizo (2024) highlights that social media has enabled the innovative use of the Filipino language, allowing Gen Z to take ownership of their linguistic practices. The study demonstrates how formal education plays a pivotal role in shaping linguistic identity, but it also acknowledges the substantial influence of global media, particularly online content, on the language preferences of Filipino youth. This interplay between local and global linguistic features creates a unique blend of cultural hybridity within the language practices of Filipino Gen Z. Suizo’s findings suggest that Gen Z is navigating between globalized influences and local traditions, incorporating existentialist ideas of linguistic autonomy in their expression of identity. This balance between global and local language norms reflects a broader trend of linguistic imperialism and cultural preservation. Gen Z members often view social media as a "second home," a space where they create, share, and develop their linguistic norms, memes, and acronyms. Their language practices reflect their personal and social identities, influenced by global culture but rooted in local traditions. Brown (2022) echoes these sentiments, emphasizing the profound cultural impact of memes on public discourse. According to Robson, memes have evolved from mere internet humor to influential cultural tools capable of shaping public opinion, influencing political behavior, and even serving as vehicles for important health information. Akram et al. (2020) found that humorous posts and memes are as effective as traditional infographics in conveying key facts about public health issues, underscoring the adaptability of Gen Z’s language practices across different contexts. These digital tools facilitate communication and shape Gen Z’s identity, reflecting the fluid nature of language and its power to adapt to new modes of interaction. However, while Gen Z’s innovative language practices are empowering, they are not without challenges. Jeresano and Carretero (2022) point out that while Gen Z's use of slang improves fluency, confidence, and adaptability, it can also create barriers to communication with older generations. Furthermore, the informal nature of online language can hurt writing skills in formal academic settings. The use of slang and abbreviations, while acceptable in casual conversations, is often discouraged in classrooms and formal writing assignments. In academic environments, teachers express concern that reliance on slang can hinder the development of more structured writing skills. Despite these concerns, Gen Z’s linguistic innovations show the nature of language change. As digital natives, their language practices reflect the influence of technology on communication, offering a glimpse into how language will continue to evolve. Social media platforms enable not only new forms of expression but also the rapid dissemination of linguistic trends, making Gen Z one of the most linguistically innovative generations to date. For You Page: How Personalization Shapes Online Language TikTok is currently the fastest-growing digital platform in the world, and with more than 1 billion users it has the potential to influence people’s lives. On the platform’s For You page, content varying from trending dances to political messages is shared in a short video format. What makes the platform special is the way an algorithm personalizes the content users watch. Based on the interview conducted by Larsenn in 2023, she analyzed users’ relation to TikTok through an attachment framework and looked at how they are both addicted and influenced. A comparative analysis shows how different personal characteristics are linked with attachment, critical reflections, and algorithm awareness. Based on this, there seems to be a correlation between screen time and attachment, and age and critical reflections. These findings were applied to contextualize TikTok as a medium and discuss how the personalization on the For You page potentially affects users and society. In line with this, Herman (2023), examines how TikTok impacts creativity through an investigation of the platform’s interaction and algorithmic design. Through one-on-one interviews, autoethnography, walkthroughs, and observation, the research reveals how TikTok’s design is impacting the creative processes, form, aesthetics, and topics of videos shared on the platform. The results demonstrate how both algorithmic and interaction design mediate video elements such as sounds, timing, style, language, trends, length, and more. TikTok’s “Duet” feature is taken as a case study, demonstrating that participants are engaging in certain creative forms and processes to increase algorithmic visibility, which is primed by the platform’s design. The results reveal that creators are purposefully minimizing their own creativity to pander to perceived algorithmic tastes and subsequently enhance their visibility. As TikTok increasingly mediates cultural norms and information visibility, it is imperative to consider the platform’s design’s outsize influence on what is created and shared—and how. It is already shown that a TikTok personal experience is shaped by the individuals’ motivations and behaviors which, in the perspective of values-aligned and personalized content bought by the algorithm, can enhance positive experiences and promote psychological well-being (Ostic et al. 2021; Naslund et al. 2020) while in the same time can lead through cognitive biases which are flaws or distortions in judgment and decision making that can lead to poor outcomes, to the “echo-chamber” effect to isolation, rigid policy attitudes or radicalization in various aspects of personal values and beliefs with a major potential societal impact not yet fully addressed (Binder and Kenyon 2022; Cinelli et al. 2021; Boucher et al. 2021; Sasahara et al. 2021).  Human–algorithm interaction has emerged as a pressing area in social media research, probably because algorithms curate and govern most forms of communication on these platforms. Social media algorithms are computational models for transforming data into personalized content that populates a user’s social feeds, such as TikTok's “For You Page”, but may be influenced by users’ perceptions (Bucher 2020). TikTok has an extremely advanced and sophisticated algorithm system, especially in terms of participation, content, and types of interaction, which makes the addiction problem more severe than on all the other popular social media platforms, especially among younger generations (Smith and Short 2022). Due to the opaqueness or “black box-ed” nature of algorithms, users experience them just through their perceptions. Because what people see on social media is largely personalized, it shapes how people see themselves and others (Bhandari and Bimo 2022) but also impacts their behavior on social media platforms (DeVito 2021). Research on human–algorithm interaction involves investigations along multiple fronts: how social media algorithms function, how individuals perceive them, and the effects of social media algorithms on the Self. Firstly, research focused on theories on how social media algorithms operate and their relationship with marginalized identities (DeVito 2021; Simpson and Semaan 2021).  The algorithm awareness among users is of major importance in the overall questioning of the topic. It is shown that the degree of algorithmic literacy With the significant changes in language use brought out by the internet, particularly with the emergence of internet slang. This sparks a continuous discussion about linguistic innovation and degradation as a result of internet slang. Some may argue that internet slang represents a form of linguistic innovation, others contend that it is leading to the degradation of language. While slang is an inevitable part of the drastic changes in our language, a study by Jeresano and Carretero (2022) revealed that the use of slang shows creativity, adaptability, and adaptability among students. The complexity of slang is portrayed on the internet it allows Gen Z's to think creatively to convey their message. Internet memes also contribute to identity expression. The functionality of identity expression can be referred to as the possibility and intention to express oneself through Internet memes (Hecker, 2020). Thus minority groups can use Internet memes to communicate their thoughts and find like-minded people with whom to share their ideals. Due to the opportunity of the Internet to find people with similar beliefs, norms and opinions, people become more open in what they are expressing on social media and other online platforms (Guenther et al., 2020). Through internet memes we can generate the participation of several people because they can "be read as a shared common language" (Moreno-Almeida, 2020, p. 1-2) impact the overall experience, and influence the personal social media experience (Taylor and Choi 2022). Due to the nature of algorithms, users experience them through their perceptions as they interact with them. Linguistic Innovation or Degradation: The Debate on the Impact of Internet Slang With the significant changes in language use brought out by the internet, particularly with the emergence of internet slang. This sparks a continuous discussion about linguistic innovation and degradation as a result of internet slang. Some may argue that internet slang represents a form of linguistic innovation, others contend that it is leading to the degradation of language. While slang is an inevitable part of the drastic changes in our language, a study by Jeresano and Carretero (2022) revealed that the use of slang shows creativity, and adaptability among students. The complexity of slang is portrayed on the internet; it allows Gen Z's to think creatively to convey their message. Internet memes also contribute to identity expression. The functionality of identity expression can be referred to as the possibility and intention to express oneself through Internet memes (Hecker, 2020). Thus minority groups can use Internet memes to communicate their thoughts and find like-minded people with whom to share their ideals. Due to the opportunity of the Internet to find people with similar beliefs, norms, and opinions, people become more open in what they are expressing on social media and other online platforms (Guenther et al., 2020). And through internet memes we can generate the participation of several people because they can "be read as a shared common language" (Moreno-Almeida, 2020, p. 1-2). However, despite the innovative contributions that the internet slang has offered, a lot still oppose the idea of slang being part of the “language innovation”. According to Farzand (2023), the rise of internet slang presents challenges for language educators in determining its place in language curricula. Striking a balance between acknowledging its importance and preserving the integrity of formal English is still a pedagogical concern. In addition, slang that has been practiced by students in their classroom has affected their learning process. Young generation students who tends to spend lots of time on social media interacting with their friends using inappropriate language results to make spelling and grammar mistakes, using vulgar language on social media and on tests which affect their grades (Maji, 2022). This shows that despite the innovations that slang provided it also contributed to the degradation of language.  The debate whether internet slang represents linguistic innovation or degradation unfolds deeper truths about language’s fluidity and adaptability and the concerns about degradation of formal language skills and potential misinterpretation are relevant, it is important to acknowledge the creative and dynamic nature of language. Moreover, the impact of internet slang mirrors a much broader cultural shift, emphasizing the significance of embracing language diversity in the digital age. As language evolves, it remains a complex fabric that reflects and influences human experience. Synthesis: Social media platforms, especially TikTok, are rapidly transforming language use. It allows for the emergence of new slang, abbreviations and creative linguistic expressions that often blend globalized and localized elements, particularly among Gen Z. Memes and internet slang are powerful tools of communication, influencing how users express identity, participate in cultural dialogue, and shape social interactions. This democratization of language change is accelerated by algorithms that determine content visibility and promote viral trends, influencing the pace at which new linguistic forms are adopted. While some scholars view this as linguistic innovation, others caution that it may degrade traditional linguistic structures.  The personalization of social media feeds also play a significant role in shaping communication styles, as algorithms cater to individual preferences, which can create echo chambers and reinforce specific language trends. However, the creative and informal language on social media gives way to a community that nurtures creativity and adaptability, making platforms like TikTok important drivers of modern linguistic evolution. Although concerns about its effect on formal language persist, the evolving nature of digital communication shows the hybridized language practices that define the digital era. Theoretical Framework The study is grounded in two key theories: Social Constructivism and Technological Determinism which are both essential for understanding how digital natives, particularly Gen Z, shape and are shaped by their online environments in terms of communication. Social Constructivism, by Lev Vygotsky, posits that knowledge and language are constructed through social interactions. This theory will provide a lens through which to view how Gen Z’s communication styles and language norms are formed through online social interactions, especially on platforms like TikTok. By interacting with peers, Gen Z collectively creates and adapts new linguistic patterns, including slang, memes, and abbreviations. Technological Determinism, developed by Thorstein Veblen and expanded further by Marshall McLuhan complements Social Constructivism by focusing on how technology influences human behavior. In this study, it is crucial to understand how TikTok’s technological features, such as its algorithm and content recommendation system, shape Gen Z’s language and communication styles. It allows us to explore the idea that TikTok not only facilitates interaction but also drives language innovation through its structure. These two theories enable us to examine the interplay between social interaction and technology in shaping the linguistic behaviors of Gen Z. Social Constructivism highlights the role of peer-driven language development, while Technological Determinism explains how the platform’s design influences the adoption and spread of these language trends. Integrated Model: Social Constructivism and Digital Determinism Social constructivism provides the social context (peer interactions, cultural engagements) in which linguistic norms are developed and exchanged. Technological determinism drives the platform’s influence (algorithmic content recommendations, TikTok’s viral nature), determining what content reaches users and how it affects their language use. These two theories converge by showing how interactions on TikTok (social constructivism) are shaped by the technological structures (technological determinism) of the platform, leading to the evolution of language, memes, and slang. Social constructivism represents how language evolves from social interaction, particularly within Gen Z’s online communities on TikTok. Technological determinism shows how TikTok algorithms and technological systems influence what content (e.g., memes, viral slang) reaches users. Language evolution is the outcome of the interaction between social context and technology. Conceptual Framework The framework aims to visually explain how social interaction and technological influence interact to shape both communication and linguistic change among Gen Z Filipinos.  This framework illustrates the influence of TikTok’s algorithm and content exposure, alongside user demographics, on the emergence and spread of brainrot memes as cultural tools. It shows how technological influence, such as the TikTok algorithm, exposes users to specific meme content, which in turn interacts with user profiles. Demographic factors directly affect how individuals engage with memes and influence their social interactions, further shaping meme dissemination and interaction patterns within online communities. The framework also emphasizes that social interactions like community engagement and online communication, can themselves modify how content is shared and consumed. As these interactions intensify, memes transform into cultural tools, impacting linguistic behaviors. The results in observable changes such as the creation of new slang, language blending and shifts in syntax, particularly in Filipino Gen Z’s. Definition of Terms Brain rot - a condition of mental fogginess, lethargy, reduced attention span, and cognitive decline that results from an overabundance of screen time. Code Switching - a process of shifting from one linguistic code (a language or dialect) to another, depending on the social context or conversational setting. Communication - the sending and receiving of information can be one-on-one or between groups of people, and can be face-to-face or through communication devices. Culture - the customary beliefs, social forms, and material traits of a racial, religious, or social group. FR - is short for "For real", is a slang term that is commonly used to express agreement, confirmation, or sincerity. GOAT - short term for “ Greatest Of All Time” It is commonly used by Gen Z to describe someone who is considered the best or most talented in a particular field. Gyatt - a term used to convey intense excitement, surprise, or admiration. But in most contexts, it is particularly associated with an individual with large or prominent buttocks. Internet - a global network of linked computers, servers, phones, and smart appliances that communicate with each other using the transmission control protocol (TCP) standard to enable the fast exchange of information and files, along with other types of services. ISTG - means "I swear to God." When someone is using this acronym, they're typically trying to communicate or promise that something is true and/or serious. Language - the principal method of human communication, consisting of words used in a structured and conventional way and conveyed by speech, writing, or gesture. Memes - an idea, behavior, style, or usage that spreads from person to person within a culture. Ohio - is often used as a synonym for something unusual, bizarre, or unsettling. This usage is often associated with the internet meme “only in Ohio” which shows strange occurrences. Rizz - an expression derived from Black American culture, referring to interpersonal charisma, particularly in the context of romantic or flirtatious interactions. It often connotes a natural ability to attract or impress others. Rizzler - a title used to describe someone who possesses exceptional skills in rizzing. The term is a play on words referencing the DC Comics villain The Riddler. Sigma - a title or an archetype, often characterized as a rebellious, independent, and socially dominant individual. Social Media - the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Social Constructivism - is the view that learning occurs through social interaction and the help of others, often in a group. Technological Determinism - an approach that identifies technology, or technological advances, as the central causal element in processes of social change TikTok - a social media platform for creating, sharing, and discovering short videos.  CHAPTER 3 METHODOLOGY Research Design This research will adopt a qualitative design because it seeks to understand and explore complex social phenomena—specifically, the influence of “brainrot” memes on communication styles and linguistic changes among young Filipino Gen Z’s. Qualitative research is ideal for examining how participants interpret and assign meaning to their experience with memes, social media, and language, which cannot be easily quantified. By gathering in-depth narratives and insights from participants, this study will uncover the social and cultural motivations behind meme usage and its linguistic impact. Additionally the qualitative approach allows for flexibility in exploring emerging patterns and themes, which are critical in understanding the evolving nature of digital culture and communication. This design will enable the study to focus on subjective experiences and nuanced interactions that are essential to addressing the research questions. Population and Sample of the Study This study will employ purposive sampling, a technique that allows for the deliberate selection of participants with specific characteristics or experiences relevant to the research questions. This approach is particularly suitable for this study as it seeks to explore the nuanced impact of “brainrot memes on TikTok, on the online Filipino language. Purposive sampling will enable the researchers to focus on individuals who are actively engaged with this meme culture and can provide in-depth insights into their language use and perceptions. The target population for this research comprises individuals residing in the North Caloocan area who actively participate in and engage with brainrot memes. These individuals will be identified based on their demonstrated familiarity with and participation in brainrot meme culture, as evidenced by their TikTok activity, use of related language and willingness to discuss their experiences in an interview setting. A sample size of 5-15 participants is anticipated, allowing for a deep exploration of individual perspectives while ensuring a manageable scope for analysis. Research Instrument The primary instrument for this study will be in-depth interviews with participants, conducted in Filipino, English, or Taglish to ensure natural and comfortable communication. These interviews will be audio or video recorded, with the participants’ explicit consent, to facilitate accurate transcription and analysis. A semi-structured interview guide will be utilized, incorporating open-ended questions that explore participants’ engagement with TikTok brainrot memes, their language use within this context, and perceived impacts on their broader linguistic practices. Additionally, social media content analysis will examine relevant TikTok videos, comments, and textual data associated with brainrot memes. This analysis will identify recurring linguistic patterns and contextualize the interview findings, providing a comprehensive understanding of the phenomenon under investigation. While both methods will be used, the study will prioritize in-depth interviews as the primary source of data. Validation of the Research Instrument Data Gathering Procedure In the process of the data gathering procedure, the researchers will begin by identifying and selecting willing participants who meet the predetermined criteria. Once a participant is chosen, they will be given the option to conduct the interview either online or face-to-face, ensuring their comfort and convenience. During the interview, the researchers will employ a semi-structured approach, posing pre-determined questions while also allowing for follow-up inquiries to dive deeper into relevant topics and ensure comprehensive data collection. With the participant's consent, the researchers will also examine their liked videos and, if possible, comments on TikTok to observe "brainrot" memes in action and gain further insights into their language use and engagement with these memes..