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nd that group is growing.

“Even as Americans who primarily turn to social media for political news are less aware and knowledgeable about a wide range of events and issues in the news, they are more likely than other Americans to have heard about a number of false or unproven claims.”

Specifically, they’ve been far more exposed to the conspiracy theory that powerful people intentionally planned the pandemic. Yet this group, says Pew, is also less concerned about the impact of made-up news like this than the rest of the U.S. population.

They’re absorbing fake news, but they don’t see it as a problem. In a society that depends on an informed citizenry to make reasonably intelligent decisions about self-governance, this is the worst kind of trouble.

In a sweeping piece on disinformation and the 2020 campaign in February — in the pre-pandemic era — the Atlantic’s McKay Coppins concluded with a telling quote from the political theorist Hannah Arendt that bears repetition now. Through an onslaught of lies, which may be debunked before the cycle is repeated, totalitarian leaders are able to instill in their followers “a mixture of gullibility and cynicism,” she warned.

Over time, people are conditioned to “believe everything and nothing, think that everything was possible and that nothing was true.” And then such leaders can do pretty much whatever they wish

“When did it become taboo in this country to talk about getting healthy?” my friend Bill Maher asked in a recent monologue. “Fat shaming doesn’t need to end; it needs to make a comeback. Some amount of shame is good. We shamed people out of smoking and into wearing seat belts. We shamed them out of littering and most of them out of racism.”

On one side are helpless victims, who react to any debate with cries of oppression, and take no responsibility for their own physical destiny; on the other are brutal realists, with a callous touch, often refusing to see the genetic, social, and psychological complexity of fatness, or that serious health issues are not universal among heavier types

This is our reality. We are neither angels nor beasts, but we partake of both. We can rarely make the ugly beautiful, and if we do, it’s a moral achievement. However much we try, we will never correct the core natural inequalities and differences of our mammalian existence. But we can hazard a moral middle, seeing beauty in many ways, acknowledging the humanity of all shapes and sizes, while managing our health and weight in ways that are not totally subject to the gaze of others.

is to grapple with complexity in a way that can be rigorously empirical and yet also humane.

We are all driven by instinctive attraction, but men are particularly subject to fixed and crude notions of hotness. Beauty will thereby always be the source of extraordinary and extraordinarily unfair advantage, even if it captures only a tiny slice of what being human is about.

the two stances reflect our two ideological poles — not so much left and right anymore as nurture and nature. One pole argues nature doesn’t independently exist and everything is social; and one blithely asserts that nature determines everything. Both are ruinous attempts to bludgeon uncomfortable reality into satisfying ideology.

What we needed, in some ways, for our collective mental health, was a catalyst for greater physical socialization, more human contact, and more meaningful community. What we’re getting, I fear, is the opposite

Last week alone, though, 1.6 million people newly applied for unemployment benefits. That’s the equivalent of 2,300 Carrier plants

Somehow, for years, the four tragic deaths in Benghazi consumed the agenda of six GOP-controlled congressional committees and the programming of the most-watched cable news channel. But today, a deadly shock magnified by government ineptitude that has led to 46,000 times as many lives lost “is what it is.”

the coronavirus death toll is about 46,000 Benghazis

According to congressional investigators, Navarro negotiated a contract that resulted in the government overpaying for ventilators by $500 million. (The contract was canceled Monday.) He also championed a $765 million federal loan to Eastman Kodak to transform it into a drugmaker. (The loan has since unraveled and is the subject of a securities investigation.)

So how many taxpayer dollars was Navarro involved in wasting through these two deals alone? Measured in units that should be familiar to consumers of right-wing news, it’s roughly two Solyndras.

The debt increase under Trump during a single term is on track to surpass that under Obama across two terms.

For each Hillary Clinton private email scandal (one), there are at least eight senior Trump officials who have reportedly used private email to conduct official business

For every Obama-era incident involving supposed retaliation against political opponents, there are literally dozens of instances of Trump trying to use the power of his office to punish perceived enemie

Not only is this tied to weight gain, especially in the belly, but it also leaves you with cravings. Aspartame is 200 times sweeter than table sugar. Serious drinkers are so used to the super-sweet taste that everything else seems bland in comparison.

Coca-Cola has a different take on what people refer to as an addiction. “Food and beverages, like chocolate, for example, can trigger what scientists call ‘reward centers’ in the brain, but so can other things like music or laughter,” said Daphne Dickerson, a spokeswoman for Coca-Cola. “Regularly consuming food and beverages that taste good and that you enjoy is not the same as being addicted to them.”

In September 2020, Ms. Beller was diagnosed with breast cancer. She didn’t quit Diet Coke until after surgery, when doctors found more cancer and she realized she’d have to undergo chemotherapy.

She used the Quitzilla app, a habit breaker and sobriety counter, which tracked her progress. “Every time I had a craving, just looking at the app did something good in my brain,” she said. She didn’t have a lot of physical side effects, but she did long for the drink. She credits the app with helping her stay on track.

For some, the only speech they feel should be truly public should also be “professional.” Hence: LinkedIn, where the only associated image is a professional headshot, and the only conversations are those related to work.

Which is how some people really would like to navigate the public sphere: with total freedom and total impunity

Twitter is where you could publicly (if often anonymously) fight, troll, dunk, harass, joke, and generally speak without consequence; it’s also where the mundane status update/life musing (once the foundation of Facebook) could live peacefully.

Twitter was for publicly observing — through the scroll, but also by tweeting, retweeting, quote tweeting — while remaining effectively invisible, a reply-guy amongst reply-guys, a troll amongst trolls.

The Facebook of the 2010s was for broadcasting ideological stances under your real name and fighting with your close and extended community about them; now it’s (largely) about finding advice (and fighting about advice) in affinity groups (often) composed of people you’ve never met.

It rewards the esoteric, the visually witty, the mimetic — even more than Twitter.

Tiktok is for monologues, for expertise, for timing and performance. It’s without pretense.

On TikTok, you don’t reshare memes, you use them as the soundtrack to your reimagining, even if that reimagining is just “what if I do the same dance, only with my slightly dorky parents?

Instagram is serious and sincere (see: the success of the social justice slideshow) and almost never ironic — maybe because static visual irony is pretty hard to pull off.

Like YouTube, far fewer people are posting than consuming, which means that most people aren’t speaking at all.

And then there’s Instagram. People think Instagram is for extroverts, for people who want to broadcast every bit of their lives, but most Instagram users I know are shy — at least with public words. Instagram is where parents post pictures of their kids with the caption “these guys right here” or a picture of their dog with “a very good boy.”

The text doesn’t matter; the photo speaks loudest. Each post becomes overdetermined, especially when so readily viewed within the context of the greater grid

The more you understand your value as the sum of your visual parts, the more addictive, essential, and anxiety-producing Instagram becomes.

That emphasis on aesthetic perfection is part of what feminizes Instagram — but it’s also what makes it the most natural home for brands, celebrities, and influencers.

a static image can communicate a whole lifestyle — and brands have had decades of practice honing the practice in magazine ads and catalogs.

And what is an influencer if not a conduit for brands? What is a celebrity if not a conduit for their own constellation of brands?

If LinkedIn is the place where you can pretend that your whole life and personality is “business,” then Instagram is where you can pretend it’s all some form of leisure — or at least fun

A “fun” work trip, a “fun” behind-the-scenes shot, a brand doing the very hard work of trying to get you to click through and make a purchase with images that are fun fun fun.

On the flip side, Twitter was where you spoke with your real (verified) name — and with great, algorithm-assisted importance. You could amass clout simply by rephrasing others’ scoops in your own words, declaring opinions as facts, or just declaring. If Twitter was gendered masculine — which it certainly was, and is arguably even more so now — it was only because all of those behaviors are as well.

Instagram is a great place to post an announcement and feel celebrated or consoled but not feel like you have to respond to people

The conversation is easier to both control and ignore; of all the social networks, it most closely resembles the fawning broadcast style of the fan magazine, only the celebs control the final edit, not the magazine publisher

Celebrities initially glommed to Twitte

But its utility gradually faded: part of the problem was harassment, but part of it was context collapse, and the way it allowed words to travel across the platform and out of the celebrity’s control.

Instagram was just so much simpler, the communication so clearly in the celebrity wheelhouse. There is very little context collapse on Instagram — it’s all curation and control. As such, you can look interesting but say very little.

Though Hoover’s settings bop around America from Boston to New York to Texas to Vermont, the only contextual references pertain to pop culture, social media and the occasional local attraction.

Politics are confined to the daunting gulf between haves and have-nots, and even when Hoover’s striving heroines find themselves among the haves, their hearts remain forever with the have-nots.

In these novels what matters more than anything else is hardship: Hardship is everywhere, women must suffer, women can heal, and those who make it through all this have the capacity to find themselves/love/happiness. The reader can’t help feeling that the heroine/Hoover is speaking to me/for me/like me.

Fiction of this sort reflects a strain in the culture that has shifted from a fascination with the other — the rich, the powerful, the exclusive — to a more inward preoccupation with the self and the desire to see oneself reflected in the stories one consumes

Women’s popular fiction of the ’80s, when the glitter and glamour of “Dallas” and “Dynasty” dominated prime-time TV, offers a sharp contrast. In best sellers of that period, the settings jetted from Monte Carlo to Capri to Rodeo Drive, populated by the rich, famous and destined-to-be. Heroines could have been peeled off the cover of Cosmopolitan magazine

As with TikTok testimonials of adolescent mental health challenges and group-chat confessions, it’s about “relatability” and the willingness to reveal all. Even celebrities must bare all

I never shed a tear while reading Sheldon, but that wasn’t the point. The point was exuberant voyeurism, the literary equivalent of “Lifestyles of the Rich and Famous.” The heroines’ lives were nothing like mine nor were they meant to be. That’s what made them so absurdly entertaining.

Colleen Hoover paints on a more intimate canvas. Her stories aren’t about attaining worldly power on a grand scale, but about finding power within

Hoover offers readers an emotional road map to recovery from imposter syndrome, domestic abuse, betrayal, victimization. It’s a very different kind of achievement.

In a country where economic inequalities can seem insurmountable and systems of power ever more remote, this may be the best her hard-knock heroines — and readers — can hope for.

For readers invested in characters who are like themselves — if perhaps more beautiful and with more exciting sex lives — the emotional payoff can still feel hard-earned. And, just possibly, the story could happen to them.

a “web 2.0” revolution in “user-generated content,” offering easy-to-use, easily adopted tools on websites and then mobile apps. They were built for creating and sharing “content,”

As the original name suggested, social networking involved connecting, not publishing. By connecting your personal network of trusted contacts (or “strong ties,” as sociologists call them) to others’ such networks (via “weak ties”), you could surface a larger network of trusted contacts

The whole idea of social networks was networking: building or deepening relationships, mostly with people you knew. How and why that deepening happened was largely left to the users to decide.

That changed when social networking became social media around 2009, between the introduction of the smartphone and the launch of Instagram. Instead of connection—forging latent ties to people and organizations we would mostly ignore—social media offered platforms through which people could publish content as widely as possible, well beyond their networks of immediate contacts.

Social media turned you, me, and everyone into broadcasters (if aspirational ones). The results have been disastrous but also highly pleasurable, not to mention massively profitable—a catastrophic combination.

A social network is an idle, inactive system—a Rolodex of contacts, a notebook of sales targets, a yearbook of possible soul mates. But social media is active—hyperactive, really—spewing material across those networks instead of leaving them alone until needed.

The authors propose social media as a system in which users participate in “information exchange.” The network, which had previously been used to establish and maintain relationships, becomes reinterpreted as a channel through which to broadcast.

The toxicity of social media makes it easy to forget how truly magical this innovation felt when it was new. From 2004 to 2009, you could join Facebook and everyone you’d ever known—including people you’d definitely lost track of—was right there, ready to connect or reconnect. The posts and photos I saw characterized my friends’ changing lives, not the conspiracy theories that their unhinged friends had shared with them

Twitter, which launched in 2006, was probably the first true social-media site, even if nobody called it that at the time. Instead of focusing on connecting people, the site amounted to a giant, asynchronous chat room for the world. Twitter was for talking to everyone—which is perhaps one of the reasons journalists have flocked to it

on Twitter, anything anybody posted could be seen instantly by anyone else. And furthermore, unlike posts on blogs or images on Flickr or videos on YouTube, tweets were short and low-effort, making it easy to post many of them a week or even a day.

soon enough, all social networks became social media first and foremost. When groups, pages, and the News Feed launched, Facebook began encouraging users to share content published by others in order to increase engagement on the service, rather than to provide updates to friends. LinkedIn launched a program to publish content across the platform, too. Twitter, already principally a publishing platform, added a dedicated “retweet” feature, making it far easier to spread content virally across user networks.

When we look back at this moment, social media had already arrived in spirit if not by name. RSS readers offered a feed of blog posts to catch up on, complete with unread counts. MySpace fused music and chatter; YouTube did it with video (“Broadcast Yourself”)

From being asked to review every product you buy to believing that every tweet or Instagram image warrants likes or comments or follows, social media produced a positively unhinged, sociopathic rendition of human sociality.

Other services arrived or evolved in this vein, among them Reddit, Snapchat, and WhatsApp, all far more popular than Twitter. Social networks, once latent routes for possible contact, became superhighways of constant content

Although you can connect the app to your contacts and follow specific users, on TikTok, you are more likely to simply plug into a continuous flow of video content that has oozed to the surface via algorithm.

In the social-networking era, the connections were essential, driving both content creation and consumption. But the social-media era seeks the thinnest, most soluble connections possible, just enough to allow the content to flow.

This is also why journalists became so dependent on Twitter: It’s a constant stream of sources, events, and reactions—a reporting automat, not to mention an outbound vector for media tastemakers to make tastes.

“influencer” became an aspirational role, especially for young people for whom Instagram fame seemed more achievable than traditional celebrity—or perhaps employment of any kind.

social-media operators discovered that the more emotionally charged the content, the better it spread across its users’ networks. Polarizing, offensive, or just plain fraudulent information was optimized for distribution. By the time the platforms realized and the public revolted, it was too late to turn off these feedback loops.

The ensuing disaster was multipar

Rounding up friends or business contacts into a pen in your online profile for possible future use was never a healthy way to understand social relationships.

when social networking evolved into social media, user expectations escalated. Driven by venture capitalists’ expectations and then Wall Street’s demands, the tech companies—Google and Facebook and all the rest—became addicted to massive scale

Social media showed that everyone has the potential to reach a massive audience at low cost and high gain—and that potential gave many people the impression that they deserve such an audience.

On social media, everyone believes that anyone to whom they have access owes them an audience: a writer who posted a take, a celebrity who announced a project, a pretty girl just trying to live her life, that anon who said something afflictive

When network connections become activated for any reason or no reason, then every connection seems worthy of traversing.

people just aren’t meant to talk to one another this much. They shouldn’t have that much to say, they shouldn’t expect to receive such a large audience for that expression, and they shouldn’t suppose a right to comment or rejoinder for every thought or notion either.

Facebook and all the rest enjoyed a massive rise in engagement and the associated data-driven advertising profits that the attention-driven content economy created. The same phenomenon also created the influencer economy, in which individual social-media users became valuable as channels for distributing marketing messages or product sponsorships by means of their posts’ real or imagined reach

That’s no surprise, I guess, given that the model was forged in the fires of Big Tech companies such as Facebook, where sociopathy is a design philosophy.

If change is possible, carrying it out will be difficult, because we have adapted our lives to conform to social media’s pleasures and torments. It’s seemingly as hard to give up on social media as it was to give up smoking en masse

Quitting that habit took decades of regulatory intervention, public-relations campaigning, social shaming, and aesthetic shifts. At a cultural level, we didn’t stop smoking just because the habit was unpleasant or uncool or even because it might kill us. We did so slowly and over time, by forcing social life to suffocate the practice. That process must now begin in earnest for social media.

Something may yet survive the fire that would burn it down: social networks, the services’ overlooked, molten core. It was never a terrible idea, at least, to use computers to connect to one another on occasion, for justified reasons, and in moderation

The problem came from doing so all the time, as a lifestyle, an aspiration, an obsession. The offer was always too good to be true, but it’s taken us two decades to realize the Faustian nature of the bargain.

when I first wrote about downscale, the ambition seemed necessary but impossible. It still feels unlikely—but perhaps newly plausible.

To win the soul of social life, we must learn to muzzle it again, across the globe, among billions of people. To speak less, to fewer people and less often–and for them to do the same to you, and everyone else as well

We cannot make social media good, because it is fundamentally bad, deep in its very structure. All we can do is hope that it withers away, and play our small part in helping abandon it.

Choosing the less-efficient way of doing something, especially things we do for pleasure, can help us reassess our relationship with time and forgo the constant need for productivity.

Functional Medicine isn't a protected title and a medical qualification isn't a prerequisite to practice. The result is an unregulated and disparate field, with medical doctors, nutritionists, naturopaths and homeopaths among the many practitioners.

Some other chronic illnesses the field claims to treat include heart disease, type 2 diabetes, irritable bowel syndrome, ulcerative colitis, depression, anxiety and arthritis

ll kinds of different reasons, some might have gluten issues, gut issues, others might have a deficiency causing neurological issues, MS is a symptom."

"There are components of Functional Medicine that absolutely lack an evidence base and there are practitioners of what they call Functional Medicine, they charge people for intravenous nutritional injections, they exaggerate claims, and that is professionally inappropriate, unethical and it lacks evidence.

On Dr Mark Hyman's view of MS he says, "there are a lot of terms put together there, all of which individually make a lot of sense, but put together in that way they do not.

"What does FM actually mean? It means nothing. It's a gift-gallop of words thrown together. It's criticised by advocates of evidence-based medicine because it's giving a veneer of scientific legitimacy to ideas that are considered pseudoscientific. For example, it'll take alternative medicine modalities like homeopathy and then call them 'bio-infusions' or something similar, rebranding it as something that works.

"It's a redundant name, real medicine is functional."

Next month the third annual Lifestyle and Functional Medical conference will take place in Salthill, Galway on November 3. Last year's event was attended by more than 500 people and featured a keynote address by honorary consultant cardiologist Dr Aseem Malhotra, author of bestselling The Pioppi Diet (which was named one of the top five worst celebrity diets to avoid in 2018 by the British Dietetic Foundation).

Dr David Robert Grimes is physicist and visiting fellow of Oxford and QUB. His research into cancer focuses on modelling tumour metabolism and radiation interactions. For Dr Grimes, the lack of definition, or "double-speak" as he puts it, in FM is troubling.

As well as the cost of appointments, FM practitioners commonly charge extra for tests. An omega finger prick test is around €100. A vitamin D test can cost upwards of €60, full thyroid panel more than €150 and a gut function test €400. Prices vary between practitioners.

"If I, as a GP, engaged in some of these behaviours I would be struck off." Specifically? "If I was recommending treatments that lacked an evidence base, or if I was promoting diagnostic tests which are expensive and lack an evidence base.

GPs engage every year in ongoing continuous professional development, I spend my evenings and my weekends outside of working hours attending educational events, small-group learning, large-group learning, engaging in research. This is an accusation that was levelled at the profession 30 years ago and then it was correct, but the profession has caught up…

"Obviously promoting wellness and healthy diet is very welcome but going beyond that and stating that certain aspects of 'functional medicine' can lead to reduced inflammation or prevent cancer, we have to be very careful about those claims.

Often the outcome of such tests are seemingly 'benign' prescriptions of vitamins or cleanses. However, dietitian Orla Walsh stresses that even these can have potentially harmful effects, especially on "vulnerable" patients, if not prescribed judiciously.

FM has five basic principles. 1. We are all genetically and biochemically unique so it treats the individual, not the disease. 2. It's science-based. 3. The body is intelligent and has the capacity for self-regulation. 4. The body has the ability to heal and prevent nearly all the diseases of ageing. 5. Health is not just the absence of disease, but a state of immense vitality.

She began her Functional Medicine career while training as a medical doctor and now travels the world working with high-profile clients. Dr McHale charges €425 for an initial consultation and €175 for follow-up appointments. Straightforward lab tests are €250 to €750, for complex cases testing fees can be up to €2,000.

"The term [Functional Medicine] tends to be bandied around quite a bit. Other things people say, such as 'functional nutritionist', can be misleading as a term. Many people are Functional Medicine practitioners but don't have any real medical background at all... I think regulation is always probably the best way forward."

"There's an awful lot to it in terms of biochemistry and physiology," she says. "You do need to have a very solid and well ingrained bio-chemistry background. A solely clinical background doesn't equip you with the knowledge to read a test.

"Evidence-base is the cornerstone of medicine and that has to be maintained. It becomes problematic in this area because you are looking at personalised medicine and that can be very difficult to evidence-base."

GP Christine Ritter travelled from England to attend the Galway conference last year with a view to integrating Functional Medicine into her practice.

"It was very motivating," she says. "Where it wasn't perhaps as strong was to find the evidence. The Functional Medicine people would say, 'we've done this study and this trial and we've used this supplement that was successful', but they can't show massive research data which might make it difficult to bring it into the mainstream.

"I also know the rigorous standard of trials we have in medicine they're not usually that great either, it's often driven by who's behind the trial and who's paying for it.

"Every approach that empowers patient to work on their destiny [is beneficial], but you'd have to be mindful that you're not missing any serious conditions."

Dr Hyman is working to grow the evidence-base for Functional Medicine worldwide. "The future is looking very bright," he says. "At the Cleveland Centre we're establishing a research base, building educational platforms, fellowships, residency programmes, rotations. We're advancing the field that's spreading across the world. We're seeing in China the development of a programme of Functional Medicine, South Africa, the UK, in London the Cleveland Clinic will hopefully have a Functional Medicine centre."

For Dr Mark Murphy regulation is a moot point as it can only apply once the field meets the standards of evidence-based medicine.

"Despite well intentioned calls for regulation, complementary and alternative medical therapies cannot be regulated," he says. "Only therapies that possess an evidence-base can enter our standard regulatory processes, including the Irish Medical Council, the Health Products Regulatory Authority and Irish advertising standards. In situations where complementary and alternative therapies develop an evidence base, they are no longer 'complementary and alternative', but in effect they become part of mainstream 'Medicine'.

l What are the principles?

"There's a huge variation between therapists, some are brilliant and some are okay, and some are ludicrous snake oil salesmen."

He is so concerned that patients' health and wealth are being put at risk by alternative therapies that earlier this year he joined Fine Gael TD Kate O'Connell and the Irish Cancer Society in introducing draft legislation earlier this year making it illegal to sell unproven treatments to cancer patients. Violators face jail and heavy fines.

Dr Grimes says criticism of variations in the standards of traditional medical research can be fair, however due to the weight of research it is ultimately self-correcting. He adds, "The reality is that good trials are transparent, independent and pre-registered.

"My involvement in shaping the Bill came from seeing first-hand the exploitation of patients and their families. Most patients undergoing treatment will take some alternative modalities in conjunction but a significant portion are talked out of their conventional medicine and seduced by false promises

The corporate gig, as a social media director for a tech platform, was a revelation. “I could just show up to work and do work,” Ms. Tilghman said. After she was done, she could leave. She didn’t have to be a brand. There’s no comments section at an office job.

In 2019, a Morning Consult report found that 54 percent of Gen Z and millennial Americans were interested in becoming influencers. (Eighty-six percent said they would be willing to post sponsored content for money.)

If social media has made audiences anxious, it’s driving creators to the brink. In 2021, the TikTok breakout star Charli D’Amelio said she had “lost the passion” for posting videos. A few months later, Erin Kern announced to her 600,000 Instagram followers that she would be deactivating her account @cottonstem; she had been losing her hair, and her doctors blamed work-induced stress

Other influencers faded without fanfare — teens whose mental health had taken too much of a hit and amateur influencers who stopped posting after an algorithm tweak tanked their metrics. Some had been at this for a decade or more, starting at 12 or 14 or 19.

She posted less, testing out new identities that she hoped wouldn’t touch off the same spiral that wellness had. There were dancing videos, dog photos, interior design. None of it stuck. (“You can change the niche, but you’re still going to be performing your life for content,” she explained over lunch.)

Ms. Tilghman’s problem — as the interest in the workshop, which she decided to cap at 15, demonstrated — is that she has an undeniable knack for this. In 2022, she started a Substack to continue writing, thinking of it as a calling card while she applied to editorial jobs; it soon amassed 20,000 subscribers. It once had a different name, but now it’s called “Offline Time.” The paid tier costs $5 a month.

Casey Lewis, who helms the After School newsletter about Gen Z consumer trends, predicts more pivots and exits. TikTok has elevated creators faster than other platforms and burned them out quicker, she said.

Ms. Lewis expects a swell of former influencers taking jobs with P.R. agencies, marketing firms and product development conglomerates. She pointed out that creators have experience not just in video and photo editing, but in image management, crisis communication and rapid response. “Those skills do transfer,” she said.

the popular suffix “maxxing” for “maximizing” (e.g., “I’m burritomaxxing” instead of “I’m eating a lot of burritos”) is drawn from the incel idea of “looksmaxxing,” or “maximizing attractiveness” through surgical or cosmetic techniques.

Then there’s the word “cucked” for “weakened” or “emasculated.” If the taqueria is out of burritos, you might be “tacocucked,” drawing on the incel idea of being sexually emasculated by more attractive “chads.

These slang terms developed on 4chan precisely because of the site’s anonymity. Since users don’t have identifiable aliases, they signal their in-group status through performative fluency in shared slang

there’s a dark side to the site as well — certain boards, like /r9k/, are known breeding grounds for incel discussion, and the source of the incel words being used today.

finally, we have the word “sigma” for “assertive male,” which comes from an incel’s desired position outside the social hierarchy.

Memes and niche vocabulary become a form of cultural currency, fueling their proliferation.

From there, those words filter out to more mainstream websites such as Reddit and eventually become popularized by viral memes and TikTok trends. Social media algorithms do the rest of the work by curating recommended content for viewers.

Because these terms often spread in ironic contexts, people find them funny, engage with them and are eventually rewarded with more memes featuring incel vocabulary.

Creators are not just aware of this process — they are directly incentivized to abet it. We know that using trending audio helps our videos perform better and that incorporating popular metadata with hashtags or captions will help us reach wider audiences

kids aren’t actually saying “cucked” because they’re “blackpilled”; they’re using it for the same reason all kids use slang: It helps them bond as a group. And what are they bonding over? A shared mockery of incel ideas.

These words capture an important piece of the Gen Z zeitgeist. We should therefore be aware of them, keeping in mind that they’re being used ironically.