The Rise of ‘Whataboutism’ on Social Media: Why It Fuels Online Conflict
Whataboutism makes the internet exhausting Why people – One afternoon, while browsing TikTok, I stumbled upon a creator named Kara sharing a vegan bean soup recipe to combat iron deficiency during her menstrual cycle. “This one’s for all my anemic girlies,” she wrote in the caption, emphasizing her personal connection to the dish. While many praised her video, others reacted with frustration, questioning, “What if I don’t like beans?” or suggesting substitutions. Um… what? I pondered why they didn’t seek an alternative recipe. This scenario epitomizes a growing trend on social media: people growing irritable or defensive toward content creators who don’t cater to their unique preferences or constraints.
A Phenomenon Amplified by Digital Platforms
According to Dr. Jessica Maddox, an associate professor at the University of Georgia, this behavior has become more pronounced with the rise of social media. “It’s a pattern that’s always been there, but social media has intensified it,” she explained. The term “brain rot” has emerged to describe this mindset, and it’s now commonly referred to as the “bean soup theory” — a playful yet telling label for the way online audiences demand personal relevance from creators.
“This is something that has always existed but has been very much exacerbated by social media and accelerated rather intensely in recent years,” said Dr. Jessica Maddox.
When Personal Experiences Overshadow Others
Micheline Maalouf, a licensed mental health counselor and TikTok creator with over a million followers, noted that egocentric thinking is natural. “We all process the world through our own experiences,” she said. However, this can lead to misunderstanding when others perceive a creator’s content as universally applicable. For instance, Daisey posted on X (formerly Twitter) about her husband and her daily coffee ritual in the garden. “Every morning, we wake up and bring our coffee out to the garden to talk for hours,” she wrote, expressing joy in her routine. Yet, critics dismissed her post, arguing, “How privileged that sounds. Most people don’t have gardens, and they’re not as lucky.”
“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.”
The Role of Algorithms and Health Misconceptions
Dr. Maddox linked the trend to the fusion of American individualism and personalized social media algorithms. “It’s the business model,” she said. “When content doesn’t align with a user’s preferences, they react strongly, seeing it as a system failure.” This dynamic is evident in debates over health advice. Maalouf, who recommends sour candy or spicy foods to alleviate panic attacks, faced backlash from diabetics who couldn’t consume those items. “I was shocked,” she said. “I assumed people would realize the video wasn’t tailored to them.”
“I was shocked,” Maalouf said. “I assumed people would just know that that video wasn’t for them.”
How to Navigate the ‘Bean Soup’ Mindset
Sarah Lockwood, a New York City content creator, described this as “using creators as Google.” Audiences often assume a single video represents a creator’s entire philosophy, leading to unrealistic expectations. For example, those who disliked beans could have simply searched for “iron-rich soup recipes” without questioning the creator’s intent. Temilola Adeoye, a comedian and writer, attributed the behavior to gaps in intellectual and literacy skills. “It’s a reflection of how people interpret content without fully understanding context,” she suggested.
Reclaiming Positivity in the Digital Age
While social media can feel overwhelming, it also holds potential for connection. By recognizing that not all content is universally applicable, users can foster empathy instead of frustration. As Maalouf noted, “It’s important to unpack the psychological and technological factors that shape how we engage with others’ ideas.”
