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The true insight emerges when we place these two artifacts within the same media diet. The modern consumer might scroll through an “OnlyTarts” creator’s story, then swipe to a TikTok of a stranger dancing to “Funky Town.” Both are forms of entertainment content, and both train the user in ritualized behaviors. Together, they frame the contemporary user as a
The origin story of this trend is distinctly post-pandemic. In 2021, as the world emerged from lockdowns, a collective boredom with "high-quality" content set in. Viewers tired of 4K, perfectly lit vlogs. They craved friction. The modern consumer might scroll through an “OnlyTarts”
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