‘Whataboutism’ makes the internet exhausting. Why people think this way
The Bean Soup Phenomenon: Why We Expect Content to Be Personalized for Us
Whataboutism makes the internet exhausting Why people – It started with a simple TikTok video. In August 2023, a creator known simply as Kara filmed herself preparing a vegan bean soup designed to help boost iron levels during menstruation. The young woman, who lives in central Florida, captioned her post with an encouraging message to her “anemic girlies.” While the video received numerous positive reactions, a surprising number of viewers responded with frustration. Their complaints weren’t about the soup itself—they simply couldn’t relate to the premise. “What if I don’t like beans?” one viewer asked. Another wondered if beans could be swapped for something else entirely. It seemed odd to Kara and many others: why not just find a different recipe?
This reaction represents something larger happening across digital platforms. People are increasingly expressing anger or confusion when online creators fail to acknowledge their particular circumstances or preferences. Dr. Jessica Maddox, an associate professor of entertainment and media studies at the University of Georgia, explained that while this behavior has always existed, social media has magnified it considerably. “This is something that has always existed but has been very much exacerbated by social media and accelerated rather intensely in … recent years,” she noted.
From Bean Soup to Brain Rot
The comments on Kara’s video eventually helped it go viral, giving rise to what people now call the “bean soup theory.” The attitude has also been labeled “whataboutism” or “what about me-ism.” Some observers have even connected it to “brain rot,” a slang term describing how our thinking can become muddled by constant digital consumption.
When Personal Stories Spark Outrage
This phenomenon isn’t limited to health content. A woman named Daisey recently posted on X (formerly Twitter) about a cherished morning routine she shares with her husband. “My husband and i wake up every morning and bring our coffee out to our garden and sit and talk for hours. every morning. it never gets old & we never run out of things to talk to. love him so much,” she wrote. The sentiment was warm and relatable to many.
Yet Daisey received unexpected criticism. One commenter wrote, “I hope you know how privileged that sounds. I bet most people have sacred things but aren’t as lucky.” Another added, “Lovely intention. 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 backlash was significant enough that Daisey deleted her post entirely.
Using Creators as Search Engines
Maalouf has experienced similar reactions herself. She created videos suggesting that sour candy or spicy food might help shorten panic attacks by activating the digestive system, which signals to the nervous system that danger has passed. Some viewers with diabetes pointed out they couldn’t consume those foods. When Maalouf suggested salt packets as an alternative, another viewer mentioned having high blood pressure.
“I was shocked,” Maalouf recalled. “I assumed people would just know that that video wasn’t for them.” She now tends to avoid engaging with such comments altogether.
Sarah Lockwood, a content creator in New York City, explained that some people are essentially “using the creators as Google.” These viewers may assume that because a creator shared one helpful tip, they must have alternatives ready for every possible condition. In reality, creators often share random discoveries that worked for them personally.
The Role of Algorithms and Individualism
Maddox believes “bean soupification” stems from a combination of American individualism and the personalized nature of social media algorithms. “That’s the business model,” she said. When people encounter content that doesn’t immediately resonate with them, they sometimes react with irrational anger because it feels like “a break in the system.” Rather than recognizing that something simply isn’t for them, they perceive the mismatch as wrong.
Temilola Adeoye, a comedian and writer in New York City, attributes this behavior to gaps in intellect and literacy. The people who didn’t like beans could easily have searched for “iron-rich soup recipes” instead of expecting Kara to anticipate their preferences. As social media continues to evolve, understanding these dynamics may help us navigate online interactions with more patience and perspective.
