The Bean Soup Phenomenon: Why Online Content Creators Face Unreasonable Demands
Sandego.net – While taking a break from work, I found myself scrolling through TikTok when a video by a creator named Kara caught my attention. She was preparing a vegan bean soup, explaining that it helped increase her iron levels during her menstrual cycle. In the caption, the young woman from central Florida—who is known online simply as Kara—wrote: “All my anemic girlies this one is for you.”
Her video received numerous positive reactions and comments, yet several viewers raised concerns. Questions like “What if I don’t like beans?” and “Can I substitute the beans with something else?” appeared in the comments section. I found myself wondering why these individuals didn’t simply search for an alternative recipe instead of directing their questions at Kara.
This situation illustrates a growing trend where people express frustration or confusion toward online creators who fail to address every possible lifestyle or dietary restriction. Dr. Jessica Maddox, an associate professor of entertainment and media studies at the University of Georgia, explained that this behavior “has always existed but has been very much exacerbated by social media and accelerated rather intensely in … recent years.”
Understanding the Bean Soup Theory
Those comments on Kara’s August 2023 video helped it achieve viral status and gave this phenomenon its popular nickname—the “bean soup theory.” The attitude is also commonly described as “whataboutism” or “what about me-ism.” Kara did not provide a response when asked for comment.
Micheline Maalouf, a licensed mental health counselor based in Florida who has accumulated over one million followers on TikTok, offered insight into this behavior. She noted that “It’s normal for us to have egocentric processing, to filter the world through our own experiences.” However, experts emphasize that people should not stop at this natural tendency. Understanding the psychological, emotional, and technological elements that can hinder critical thinking and empathy remains crucial.
This phenomenon has been labeled as “brain rot,” a slang expression that carries genuine meaning in this context.
When Personal Stories Spark Public Backlash
A woman named Daisey experienced this dynamic firsthand when she shared a post on X (formerly Twitter) about a cherished morning routine. She wrote that “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.”
While I appreciated her sentiment, many others reacted differently. One commenter wrote: “I hope you know how privileged that sounds. I bet most people have sacred things but aren’t as lucky.” Another person responded: “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 volume of criticism Daisey received was substantial enough that she ultimately deleted her post. She also did not respond to requests for comment.
Health Advice and the “Using Creators as Google” Phenomenon
Maalouf has personally encountered similar situations with her own social media content. She created videos suggesting that sour candy or spicy food could help shorten panic attacks, explaining that activating the digestive system sends signals to the nervous system indicating safety. Some viewers with diabetes pointed out that they couldn’t consume these foods due to their condition.
“I was shocked,” Maalouf recalled. “I assumed people would just know that that video wasn’t for them.” When she suggested salt packets as an alternative, another viewer mentioned having high blood pressure. Maalouf now typically avoids engaging with these types of comments.
Sometimes, such comments represent people “using the creators as Google,” according to Sarah Lockwood, a content creator based in New York City. Viewers may assume that because a creator shared one piece of advice, they must have alternatives ready for every possible scenario—rather than recognizing that the creator simply shared something that worked for them personally.
The Role of Algorithms and Individualism
Maddox views “bean soupification” as stemming from a complex interplay between American individualism and the personalized nature of social media algorithms. “That’s the business model,” she explained. When individuals encounter content that doesn’t immediately resonate with them, they sometimes react with disproportionate anger because “it’s kind of a break in the system.” Rather than accepting that content simply isn’t for them, they perceive the mismatch as something wrong.
Temilola Adeoye, a comedian, writer, and content creator in New York City, attributes this behavior to gaps in intellectual development and media literacy. These shortcomings, combined with the way social platforms are designed, create an environment where creators constantly face demands that extend far beyond reasonable expectations. The result is an increasingly exhausting digital landscape where everyone expects content to be tailored specifically to their individual circumstances.
