NARCISSISM AND SOCIALMEDIA VOL30It's funny how when we see someone recording themselves in public, talking to their phone and exaggerating gestures, we feel a strong sense of secondhand embarrassment, yet that same video seems much more normal when we see it on social media. It might still make us cringe, but we process it differently. The key difference is that in real life, we don’t just feel discomfort—we perceive the person as ridiculous, out of place. On social media, even if they still seem absurd, the format smooths out that awkwardness and makes it easier to digest.
Editing, music, and dynamic cuts help frame the content in a way that fits the kind of media we consume daily, but if someone seems ridiculous, they’ll remain so, with or without filters.
Another factor is the break in reality. Watching someone film themselves strips away the illusion, like seeing a magician set up a trick before performing it. Then there’s the difference between witnessing something and being an audience—on the street, we feel like unwilling participants in something we didn’t choose to watch, whereas on social media, we’re already in consumer mode, so even if something makes us uncomfortable, it doesn’t trigger the same rejection.
Social dynamics also play a role. When we see someone recording in public, we share the secondhand embarrassment through glances or comments with whoever is next to us. But online, there's no external reinforcement, and we process it in a completely different way.
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