What makes commonplace English phrases turn into viral phenomena on social media?
Hamsini Shivakumar and Naheed Akhtar of Leapfrog Strategy Consulting, write that the journey of a commonly spoken phrase to a viral trend is a multifaceted process on social media. It encompasses socio-economic aspirations, authenticity in expression, the inherent humour in unintentional deviations, and the catalytic role played by influencers in amplifying and reshaping content
In the fast-paced realm of social media, phrases, dances, and snippets of everyday life often evolve into viral trends that captivate audiences across platforms. This phenomenon is an intriguing blend of organic expression, relatability, and the alchemy of influencers. Exploring the dynamics behind the transformation of common phrases into trending sensations reveals a fascinating tapestry of socio-economic aspirations, authenticity, humour, and the influential role of content creators.
The socio-economic aspiration:
The recent surge of regional creators in India's digital space has spotlighted individuals from the middle-class socio-economic segment. These individuals, often not traditional content creators, seek resonance with the language and tonality of the upper-middle class. Their desire to belong and exude coolness among peers fuels their engagement in social media trends. Their desire for belonging is quite evident in the way they speak or deliver what they think sounds correct which is grammatically correct.
Language and social perception:
In the Indian digital landscape, the hierarchy of languages intersects with societal structures. When individuals make mistakes while speaking Hindi, they might not be subject to as much ridicule as when they err in English. The perceived social hierarchy places English on a pedestal, wherein errors or deviations from standard English are more susceptible to mockery and humour compared to mistakes in regional languages.
Globally, English's elevated status often grants it a pedestal among languages, being universally acknowledged and commanding a significant influence in various domains, including business, education, and entertainment. Its widespread use as a lingua franca contributes to the perception of proficiency in English as a marker of higher education and societal standing.
What has caught the attention of Yashraj Mukhate is the incorrect grammar, which eventually got brain looped in the viewer’s mind too.
Aspiration for poshness:
Within this narrative lies an aspiration for perceived sophistication and acceptance within a larger, more elitist societal segment. The urge to be recognised as 'posh' or refined is a driving force behind the desire to resonate with the socio-economic elite.
The aspiration for poshness is intricately woven into the fabric of social identity, this aspiration transcends mere material wealth; it's a quest for recognition and acceptance within an exclusive societal ecosystem. It reflects the desire to adopt mannerisms, language, and lifestyles resembling refinement, aiming to position oneself within the realms of societal acceptance and admiration. The allure of poshness drives individuals to curate content that emulates the perceived traits of affluence, fostering a sense of belonging and cultural assimilation within a desired elite stratum.
The man is singing an English song, ‘ I love you anytime’ It is evident that he doesn’t know the phonetics of the English language well but is still making an attempt at singing the song.
Authenticity in expression:
An underlying authenticity characterises these individuals' content. Their delivery isn't contrived; instead, it emanates from a space of genuine expression. Confidence exudes from their words and actions, drawing viewers who relate to their unfiltered portrayal. For example in Jasmine’s ‘ Just Looking like a wow!’ reel, Jasmine, is just being herself which is an everyday thing for her but what stands out is her confidence in speaking English. For her communicating in English with her clients is a kind of delta that sets her apart, speaking the language correctly doesn’t seem to be a major concern for her.
The humour embedded in these individuals' content emerges from the divergence from societal expectations and norms. This deviation, often unintentional and uncontrived, becomes the focal point of amusement for viewers. It encompasses various facets, such as pronunciation, grammar slip-ups, unconventional dance moves, or the unwitting breach of social etiquettes upheld by those deemed superior in societal hierarchy.
The comedic essence lies in the contrast between the anticipated norms and the creators' genuine, unfiltered expressions. Their inadvertent mishaps, while attempting to conform or imitate the behaviours of the perceived elite, serve as a bridge between audiences, sparking laughter through shared experiences of everyday missteps.
For instance, when creators unintentionally mispronounce certain words or struggle with proper grammar in an attempt to align with the language of the socio-economic elite, it elicits relatable amusement. Similarly, when they attempt sophisticated dance moves or adopt mannerisms perceived as refined, yet falter in their execution, it resonates humorously with viewers, just like the dancing uncle here:
This humour doesn't stem from mockery or intentional satire; instead, it arises organically from genuine attempts to fit into a particular societal mould, resulting in endearing authenticity. The creators' honest portrayal of their efforts to conform, despite their natural upbringing, fosters a sense of connection and relatability among audiences. It's this inadvertent deviation from established norms that becomes the heart of the humour, fostering a shared experience of amusement and communal joy among viewers.
The role of influencers:
Amidst thousands of reels, content is floating on social media. A pivotal turn occurs when a piece of content catches the attention of an influencer with a substantial following. Take the example of Yashraj Mukhate, a music producer with a significant follower base of 2.5 million on Instagram. He selects intriguing hooks or phrases from the reels and ingeniously composes catchy tunes around them, by creating a repetitive loop, propelling the content to reach a wider audience.
Now who doesn’t know Lappu sa Sachin, Jhingoor sa Ladka? :
The humour derived from these instances presents an intriguing dichotomy: laughing at versus laughing with. Language becomes a medium for humour, but how laughter is shared amplifies its impact. Laughter directed at an individual may lead to social humiliation. However, shared laughter fosters a sense of relatability and communal joy, fostering a shared experience rather than isolation. The superiority complex
In the expansive world of social media, the journey of a commonly spoken phrase to a viral trend is a multifaceted process. It encompasses socio-economic aspirations, authenticity in expression, the inherent humour in unintentional deviations, and the catalytic role played by influencers in amplifying and reshaping content. These trends not only entertain but also reflect the evolving dynamics of digital culture, blurring lines between social hierarchies and fostering shared moments of joy and connectivity.
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