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SOCIAL_Commentary_Vol.2

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SOCIAL_Commentary_Vol.2

Matt Klein
Mar 28, 2023
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SOCIAL_Commentary_Vol.2

zine.kleinkleinklein.com

SOCIAL_Commentary is a reading of our memes — theorizing what they say about the zeitgeist — an expression of collective truths.

Vol.1


Twitter avatar for @lulagoonband
Lu Lagoon𖤐 @lulagoonband
Homemade ibs meme <3
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1:35 AM ∙ Sep 30, 2022

Today, anywhere from 25-45M people in the U.S. complain of digestion issues.

The annual medical costs associated with IBS exceed $1B. #hotgirlswithIBS on TikTok has +45M views. (When I first came across the # a few months ago it was 12M.)

“Researchers estimate that gut bacteria are responsible for producing a staggering 90% of serotonin, the neurotransmitter that’s targeted by most antidepressant pharmaceutical therapies. Among IBS patients, depression and anxiety are found at higher rates than in the general population.”

Preach.

IMO: One of the most promising scientific developments of our time is our ability to map our genome and gut microbiome — the gut-brain connection — and ultimately target accordingly to better treat mental illness... and IBS.


Twitter avatar for @SaeedDiCaprio
Hurt CoPain @SaeedDiCaprio
google just released their AI and all I’m going to say is that ur jobs are safe
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6:36 PM ∙ Mar 21, 2023
217,608Likes14,236Retweets

I’m not worried about AI taking jobs as much as people beginning to accept 12.5 miles as the answer because of more available support. That’s the scarier scenario.


Twitter avatar for @mrmikeyreid
mikey reid @mrmikeyreid
I should be allowed to live in here like Oscar the grouch
Image
8:19 PM ∙ Mar 21, 2023
71,412Likes6,464Retweets

When do we get to start removing no-liquid signs at security or non-smoking signs on the plane?

Who are those really for?


Twitter avatar for @modytalkmovies
Mody @modytalkmovies
This should be put in a museum idk
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5:53 PM ∙ Aug 1, 2022
366,334Likes29,619Retweets

I think brand-people are often naive to presume their “consistent image” is perceived as the same for or by everyone.

The continuity and stability marketers hope to develop presumes all consumers interpret signs and symbols the same. But in fact, each individual approaches a brand from their own, unique vantage point.

Sure a brand is stable, but there’s another variable at play: a single person’s POV.

Brands are simultaneously dynamic when viewed across POVs, and this is an opportunity for play.


Twitter avatar for @ezwrites
Esther Zuckerman @ezwrites
Here’s a poster for the United States of Tara, a show that ended in 2011, in the West 4th subway station
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9:56 PM ∙ Jul 7, 2022
26,222Likes867Retweets

Why do time-capsules require decades?

As culture feels to accelerates fast and faster (without much progress, nonetheless) our appreciation cycles shorten.

With so much of our collective and personal culture documented (comparative to say, the 90s), cultural excavation is going to be a more frequent habit.

Arguably, it already is with TimeHop: see your posts from this time last year, etc.

Are we prepared for a culture of time-capsules and throw-backs from last month?


Twitter avatar for @steinkobbe
Wild Geerters @steinkobbe
@DiscussingFilm old guy is just mad because the new "content" has more range than his movies
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10:04 PM ∙ Feb 16, 2021
2,647Likes301Retweets

When someone contributes to a fandom, they buy “stock” of that IP. They’re invested.

When one is invested, they’ll defend their creed, and when threatened, double down.

With this: communities co-own IP. They’re collective shareholders.

And for those with creative IP who understand this and lean in, outsized returns are likely.

Fandom is an investment.


Twitter avatar for @coopercooperco
🏜🔋, fka ☕️ @coopercooperco
when a podcast is recalling some pop culture thing but only 75% correctly
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12:52 AM ∙ Oct 12, 2022
30,756Likes1,806Retweets

I think the biggest thing we still lack in our media environment is live and direct interaction.

Sure we can share our thoughts about a series, film or podcast after it’s been published — but this is asynchronous.

Cultural Synchrony viewed through the lens of participatory media, means developing live or synchronous interactions with the media or creator in real-time.

Sure we have Twitch and live-streams (not new), but imagine a live stream of your favorite media with built-in interactions. I don’t think we need a global chat room for those watching Succession, but I do think we’re still missing some form of interaction which people are forced to cobble together themselves.

A step back (live) and step forward, (interaction).

I guess what I’m trying to say is: I miss HQ Trivia.


Twitter avatar for @davehill77
David Hill @davehill77
Stayed up last night trying to finish my bathroom floor. Watched a YouTube tutorial in desperation. In the middle of the YouTube the woman gets out her phone and watches a YouTube tutorial.
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1:41 PM ∙ Mar 7, 2023
40,286Likes1,970Retweets

We’re all just figuring this out as we go along.


Twitter avatar for @legotrillermoth
LeGhoul Killer Moth @legotrillermoth
Whoever started the whole epic dank meme corporate Twitter thing (was it the Wendys guy?) should be held criminally liable for the world we live in today. We've got education apps talking about busting loads on Katy Perry's face. What happened to us?
Image
2:41 AM ∙ Oct 13, 2022
130,711Likes7,944Retweets

Nearly seven years after the edgy personification of brands, its finally tired.

RadioShack tweeting “squirt” was the final nail in this rancid coffin.

And I don’t know if anyone has a problem with this.


Twitter avatar for @ZwiezenZ
Zack Zwiezen's Skeleton 💀 @ZwiezenZ
This video of Walmart's chief marketing officer on a stage in Roblox talking about its new "Walmart Land" experience is one of the saddest videos ever created.
8:03 PM ∙ Sep 26, 2022
4,884Likes789Retweets
Twitter avatar for @slowpuke_
caitlin / puke @slowpuke_
my sim rippin a bong in a subway eatin cookies with a goblin
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8:20 PM ∙ Apr 8, 2022
287,586Likes25,859Retweets

The only metaverse people actually want is the one that will allow them to do things they can’t do in this reality.


Twitter avatar for @PHNM
phenomenal @PHNM
djing is still an absolute mystery in corporate marketing
Image
7:54 PM ∙ Aug 25, 2022
2,875Likes268Retweets

Incompetence or a strategic trigger?

Which is worse?


Twitter avatar for @MargBarAmerica
Mohammad @MargBarAmerica
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7:17 AM ∙ Aug 14, 2022
52,897Likes3,636Retweets
Twitter avatar for @roryisconfused
rory 😌😌😌 @roryisconfused
Decided to look up the leaderboard of this running thing you can do on the Strava running app and the number one ranked guy is just running around for the same square every single day for about 6 hours
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6:58 PM ∙ Feb 16, 2023
29,423Likes1,162Retweets

First, so many activities stripped of social “normality” are really just... weird. Humans are so odd. I mean, so fucking odd. We’re not as sophisticated as we think.

Toilet paper often reminds me of this.

And second, when it comes to mental health, we’re quick to judge pursuits of wellness. What if instead of seeing gym bros as just that, we instead see them as just more humans doing their best.


Twitter avatar for @AndyTheGiant
Andy Rosenberg @AndyTheGiant
Destroy the integrity of a “premium brand” in one photo. I’ll start:
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4:01 PM ∙ Feb 24, 2023
81Likes5Retweets

Status isn’t fixed.

It’s contextual and temporary.


Twitter avatar for @christress
Chris Murphy @christress
and how much did each minion make? #minionunion
Twitter avatar for @Variety
Variety @Variety
Steve Carell made $12.5 million for his role as Gru in #MinionsTheRiseOfGru. https://t.co/7tAk0tNbxp https://t.co/u4F0AkE0iI
6:00 PM ∙ Jul 20, 2022
199,779Likes11,807Retweets

If you’re not supporting #MinionUnion, you disgust me.

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SOCIAL_Commentary_Vol.2

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3 Comments
Auste Skrupskyte
Mar 28Liked by Matt Klein

Hi! Love following your substack, and I am sorry if this was answered somewhere (yet I did not seem to find), does your Zine ship to EU (and if there are any shipping implications to it) ? It's a bit unclear from pre-order form. Thank you!

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