
The Lady of the House showed me this “Facebook reel,” which appears to have been recently declassified as part of a CIA MK-ULTRA program. I suggested that she quit watching these things for a couple weeks and see if her ADHD doesn’t resolve itself. Seriously, imagine proposing this as a psychological experiment. Subjects will be seated in front of a small illuminated panel. Their eyes will be drawn between faces, captions, jump cuts, emojis, scrolling comments, rapid-fire images, and flashing lights. Every few seconds, the emotional register will change: hilarity, disgust, outrage, amazement, pity, contempt, back to hilarity. Grimacing visages will model the appropriate reaction. Sounds of pneumatic drills, explosions, squealing hinges, and nails on chalkboards may be introduced at random intervals.
Repeat for several hours a day.
Afterward, when the subjects report anxiety, restlessness, depression, insomnia, inability to concentrate, and the sensation that reading three pages of a book now feels like dragging a corpse uphill through wet cement, researchers will solemnly announce that the causes remain unclear.
Once upon a time, the news was delivered by grave men in suits, which had its own absurdities. Now the equivalent is Facebook UI clutter, reaction emojis, progress dots, usernames, a man’s disembodied head pasted over a screenshot of a tweet, screaming the tweet aloud while subtitles repeat the screaming and six other pieces of interface debris crawl over the image like ants on a dropped popsicle.
This “story,” such as it is, concerns some Europeans visiting America during the World Cup and reacting with amazement to our barbaric abundance: the food portions, the Wi-Fi, the interstate rest stops, the fact that the average Buc-ee’s is roughly the size of Luxembourg and smells better.
That’s it. That’s the story. Some foreign visitors noticed that America is large and amazing, tweeted about it, went viral, and now a bug-eyed intermediary who appears to have eaten a bottle of gas station stimulants has been dispatched to read the tweets aloud to people who apparently cannot be trusted to find them, read them, or decide what to make of them.
An old blog might have handled this by saying, “Here are a few funny tweets from Europeans discovering America,” followed by links or screenshots. You could have looked at them at your convenience. You could have paused, reread, skimmed, laughed, shrugged, or decided that the whole thing was mildly amusing but not worth rupturing a blood vessel over. The object would have been placed before you. Your reaction would have remained your own.
The reel cannot tolerate that arrangement. It thrusts the item toward you, screams the proper emotional response into your face, and yanks it away before your eyes have finished focusing. “ARE YOU KIDDING ME?” the host bellows, while the tweet sits there on screen, perfectly capable of being read by anyone with a fourth-grade education and two uninterrupted seconds. But two uninterrupted seconds are exactly what the format cannot permit.
The new middleman is not an editor, exactly, and not a critic. He is a digestive aid. He finds a tweet that has already gone viral, places his face beside it, reads it aloud in the tone of a man reporting shellfire, and supplies the emotional cues for viewers. The old web had explorers, cranks, diarists, obsessives, and link-hoarders. The platform web has feeders. You enter the app, sit still, and the belt begins to move. A European discovers ranch dressing; a man in a corner convulses; subtitles repeat what he is shouting; comments bloom underneath like mold. This, for reasons future anthropologists may decline to study, is called “content.”
And of course there is now a whole genre of videos in which a man watches another video while you watch him watching it. The original object is demoted to a little window in the corner while the reactor’s face occupies the sovereign territory. Surprise arrives pre-surprised. Amusement arrives pre-laughed-at. Outrage arrives already red-faced and pounding the table. You are not watching a thing. You are watching a designated reactor have an experience on your behalf. It would be merely repulsive if it weren’t sad: these videos reproduce the feeling of watching with friends, except without actual friends. A baby rhesus monkey in a laboratory clings to a sock-covered surrogate for a shred of comfort; the platform subject clings to a man’s floating head, pantomiming genuine emotion.
Stupid entertainment is an ancient and honorable human tradition. A potboiler may be stupid. A sitcom may be stupid. A novelty song may be stupid. But even the worst paperback in the drugstore rack has one great moral advantage over the modern feed: it knows how to shut up. A bad book may insult your intelligence, but it doesn’t seize your nervous system by the lapels. It doesn’t flash lights in your face, vibrate in your hand, split the page into six competing zones, or make the author’s floating head appear in the margin shouting, “BRO, THIS NEXT SENTENCE IS CRAZY.” It lies there, blessedly inert, until you pick it up. Even bad prose preserves a minimal dignity: the reader still controls the encounter.
The old complaint about television was that it turned people into couch potatoes. That now seems almost pastoral. A couch potato could at least sit still. The platform subject is something more agitated and less dignified: a potato wired to a car battery, twitching under fluorescent lights while a man in the corner narrates the event at the top of his lungs.




