Ethel Cain says we are in an irony epidemic – is she right?

It goes further than that. What we are witnessing is the disappearance of authenticity as a cultural need altogether.

Under authenticity, the value of a thing decreases as the number of people to whom it is meaningful increases. This is clearly no longer the case. Take memes for example. “Meme” circa 2005 meant lolcats, the Y U NO guy and grimy neck... See more

“Where we once justified our daily anxieties by doom scrolling through bad news, we now post memes that epitomise our sense of mass existentialism, taking part in a sort of performative negativity that, as a result, protects us against reality,” says Holly Friend, deputy foresight editor at futures consultancy, The Future Laboratory.

Unlike duckface, its IG-ready goals are filtered through the lens of detachment and irony. This contrast mirrors the culture at large: in the viral article ‘The Smartest Women I Know Are All Dissociating’, writer Emmeline Clein argues that the predominant feminist ethic has shifted from honest, near-painful earnestness to one of detachment, meta-ir... See more

It is only very recently that this postmodern hatred towards every kind of ideal has gone fully mainstream — mainstream enough to take over TikTok. Just ten years ago, teenagers still revered ideals. They looked up to the red-lipped sexiness of pin-up girl pop stars like Katy Perry, a standard of beauty that was artificial — injected with plastic a... See more

#1: ON SURREALISM

Why does lunacy and irreverence feel so resonant right now? One of the principles of surrealism is an expression of the absurd in order to question power and I’ve similarly noticed Gen Z quietly raging against the madness of the world with content that is surreal, weird and oft-uncomfortable.