SOCIAL_Commentary_Vol.2
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SOCIAL_Commentary is a reading of our memes — theorizing what they say about the zeitgeist — an expression of collective truths.
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.
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.
When do we get to start removing no-liquid signs at security or non-smoking signs on the plane?
Who are those really for?
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.
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?
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.
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.
We’re all just figuring this out as we go along.
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.
The only metaverse people actually want is the one that will allow them to do things they can’t do in this reality.
Incompetence or a strategic trigger?
Which is worse?
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.
Status isn’t fixed.
It’s contextual and temporary.
If you’re not supporting #MinionUnion, you disgust me.
SOCIAL_Commentary_Vol.2
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!