‘Whataboutism’ makes the internet exhausting. Why people think this way

Why Social Media Users Feel Entitled to Personalized Content

Whataboutism makes the internet exhausting Why people – During a casual TikTok break, I stumbled upon a video by a creator called Kara who demonstrated how to prepare a vegan bean soup designed to increase iron intake for women experiencing menstruation. The caption read, “All my anemic girlies this one is for you.” This content creator, who resides in central Florida and is known simply by her given name online, received numerous positive reactions. However, several viewers posed questions like, “What if I don’t like beans?” and “Can I substitute the beans with something else?” I found myself wondering why these individuals didn’t simply search for an alternative recipe.

This situation highlights a peculiar trend where people express frustration or confusion toward online personalities who fail to acknowledge their particular circumstances. According to Dr. Jessica Maddox, an associate professor of entertainment and media studies at the University of Georgia, “This is something that has always existed but has been very much exacerbated by social media and accelerated rather intensely in … recent years.”

The Bean Soup Theory Takes Shape

Those comments on Kara’s August 2023 video helped it achieve viral status and gave this behavior its popular “bean soup theory” moniker, which continues to be discussed frequently. The attitude is also known as “whataboutism” or “what about me-ism.” (Kara didn’t respond to my request for comment.)

Micheline Maalouf, a Florida-based licensed mental health counselor and content creator with more than 1 million followers on TikTok, explained that “It’s normal for us to have egocentric processing, to filter the world through our own experiences.” However, experts suggest people shouldn’t stop there, emphasizing that unpacking other psychological, emotional and technological factors that limit critical thinking and empathy is important.

When Online Posts Spark Unnecessary Conflict

A woman named Daisey posted on X (formerly Twitter) about a morning ritual she and her husband enjoy together, sharing that “my husband and i wake up every morning and bring our coffee out to our garden and sit and talk for hours. every morning. it never gets old & we never run out of things to talk to. love him so much.” I loved that for her!

Many other people, however, did not. “I hope you know how privileged that sounds. I bet most people have sacred things but aren’t as lucky,” one person replied. “Lovely intention,” someone else responded. “But when I read it, I felt cringe as well. Not cuz she’s living her best life with her love … but (unintentionally) coming off to the (rightfully) bitter ppl who (a) don’t have gardens which can be extremely therapeutic.” Daisey caught so much heat and sparked such widespread discourse that she deleted her post. (She didn’t respond to my request for comment.)

Health Advice and the “Using Creators as Google” Phenomenon

Maalouf, the mental health counselor, has also faced criticism over her social media posts, she said. She posted videos on using sour candy or spicy food to shorten a panic attack since the activation of your digestive system can signal to your nervous system that you’re not in danger. Some people with diabetes replied that they couldn’t eat those foods because of their illness.

“I was shocked,” Maalouf said. “I assumed people would just know that that video wasn’t for them.” When she suggested they try salt packets instead, a different person said they have high blood pressure. (Maalouf generally no longer engages with those types of comments.)

Sometimes comments such as these are “using the creators as Google,” said Sarah Lockwood, a content creator in New York City. And they may be assuming from just one video that the creator’s usual content is offering recipes for anemic people, so of course the creator would have alternatives in mind — rather than understanding the author just randomly shared something that improved their life. The people who didn’t like beans simply could have Googled “iron-rich soup recipes.”

Understanding the Root Causes

Maddox sees “bean soupification” as partly caused by the messy combination of American individualism and personalized social media algorithms. “That’s the business model,” she said. When some people encounter content they don’t resonate with, they get irrationally angry because “it’s kind of a break in the system,” Maddox added. They perceive the difference as wrong instead of just not for them.

Temilola Adeoye, a comedian, writer and content creator in New York City, attributes this behavior to shortcomings in intellect and literacy — or