Debunking Viral Trends: Why You're Probably Misunderstanding Online Culture

In today's digital landscape, it's easy to get caught up in the whirlwind of trending topics and viral sensations. But are we truly understanding the cultural significance of these phenomena, or are we simply chasing after fleeting moments of online engagement? Ruby Thelot, a cyber-ethnographer and media theory researcher at NYU, believes that our approach to understanding online trends is fundamentally flawed. As the author of the upcoming book "In Defense of Being-On-Line," Thelot argues that the internet has become "balkanized," with each of us isolated on our own "digital island," where we're more likely to be force-fed content than genuinely engage with others.

Background & Context

Over the past decade, social media has become an integral part of our lives, with billions of people worldwide using platforms like Facebook, Twitter, and Instagram to connect with others and share their experiences. However, this has also led to the proliferation of viral trends and phenomena, which can quickly take on a life of their own. But not all of these trends have real mainstream staying power, and it's becoming increasingly clear that our attempts to understand them are often misguided.

Thelot points out that the internet has become a fragmented and isolated space, where individuals are more likely to engage with content that's been specifically designed to appeal to them, rather than genuinely interact with others. This has led to the rise of "force-fed" consumption, where we're presented with a constant stream of content that's been engineered to be attention-grabbing and shareable, rather than genuinely meaningful or culturally significant.

Key Details

Thelot's research has led him to conclude that the problem with our attempt to understand culture is that what was once a good proxy, namely virality, has become a target in and of its own. This is known as Goodhart's law, which states that when a measure becomes a target, it ceases to be a good measure. As a result, people are creating content and media that's specifically designed to go viral, rather than focusing on the inherent value of the thing itself.

"Goodhart's law tells us that when a measure becomes a target, it ceases to be a good measure," Thelot explains. "So people are architecting content and media in order to simply get to the goal of having a lot of views without thinking about the actual inherent value of the thing. And that inherent value is what actually gives it cultural staying power."

One example of this is the recent trend of "looksmaxxing," a subculture that's emerged on social media, where individuals share their experiences and tips for improving their physical appearance. While this trend may have seemed like a genuine cultural phenomenon, Thelot argues that it's actually just a result of the internet's tendency to create isolated and fragmented communities.

"The internet has become 'balkanized,' with each of us on our own 'digital island,'" Thelot says. "This is where virality primarily exists today: between provinces, not among the masses."

What Experts Say

Thelot's research has significant implications for our understanding of online culture and the way we consume and engage with digital media. By recognizing the flaws in our approach to understanding trends, we can begin to see the internet for what it truly is: a complex and multifaceted space that's full of contradictions and paradoxes.

"The myth of dating burnout is a great example of this," Thelot says. "We've been led to believe that dating apps are causing a crisis of burnout, but the reality is that people are simply rebranding and reorienting their experiences in response to the changing landscape of online dating."

Key Takeaways

• Virality is no longer a reliable metric for understanding online trends. With the rise of force-fed consumption, it's becoming increasingly clear that what goes viral is often not what's genuinely meaningful or culturally significant.
• The internet is a fragmented and isolated space. We're more likely to engage with content that's been specifically designed to appeal to us, rather than genuinely interact with others.
• Goodhart's law is at play in online culture. When a measure becomes a target, it ceases to be a good measure. As a result, people are creating content and media that's specifically designed to go viral, rather than focusing on the inherent value of the thing itself.
• The myth of dating burnout is a mirage. People are simply rebranding and reorienting their experiences in response to the changing landscape of online dating.

What This Means For You

So what does this mean for you? It means that you need to be more discerning and critical in your approach to understanding online trends. Don't just assume that something is a "trend" because it's popular or viral – take the time to understand the underlying context and significance of the thing itself.

"The internet is a complex and multifaceted space," Thelot says. "It's full of contradictions and paradoxes, and we need to be willing to engage with it in a more nuanced and critical way if we're going to truly understand what's going on."

By recognizing the flaws in our approach to understanding trends, we can begin to see the internet for what it truly is: a dynamic and ever-changing space that's full of possibilities and opportunities for growth and exploration.

So next time you see a viral trend or phenomenon, take a step back and ask yourself: is this really something that's genuinely meaningful and culturally significant, or is it just a result of the internet's tendency to create isolated and fragmented communities?