Dissonant ballerinas and crafty carrots: a comparative multi-modal analysis of Italian brain rot

This paper presents a comparative multi-modal analysis of Italian and Romanian brain rot memes, investigating the factors that contribute to its appeal and the linguistic and cultural distinctions between the two versions. To conduct this analysis, we introduce a multi-modal brain rot dataset named CRIB (Collection of Romanian and Italian Brain rot), a manually curated collection of 240 TikTok videos stratified by language (Italian, Romanian) and popularity, on which we examine textual, acoustic, and visual features. Our findings indicate that popularity is not significantly correlated with textual elements like sentiment, absurdity, or rhyme, or acoustic elements such as vocal features or sentiment of the sound. Instead, in Romanian language, video-level dynamics, specifically faster cutting speeds and a more rapid overall pace, are strong predictors of a video's success. The cross-linguistic analysis reveals significant differences. Italian brain rot is textually more negative, exhibits higher perplexity, and uses more rhyme, while its sound is characterized by higher melodic range and loudness. Romanian audio is spectrally brighter with more erratic pitch variations.