Why are we hooked on cringe content?

Despite the augmentation of woke viewers who appreciate quality content online, cringe content has retained its viability over the years—we attempt to find out why

Whether it’s one of meme culture’s favourite dialogues: “Hi, I am Sima Taparia, from Mumbai,” from Netflix’s wildly popular Indian Matchmaking or the stereotypical representation of the millionaires of Dubai in Dubai Bling, shows such as these are bound to engender a flurry of emotions among viewers. Classified as ‘cringe’ content by pop culture, such cinematic experiences can scandalise and entertain you in equal parts. It would perhaps be fair to say that most of the entertainment  derived from viewing anything that falls under this category thrives on the premise of disgust, dissociation and a sense of debauchery, even. There is a reason why shows like Bigg Boss and Keeping Up With the Kardashians have perpetually outshone other shows on the TRP (Television Rating Point) charts—they classify as guilty pleasure for many.

Having said that, we simply cannot overlook the X-factor that cringe content possesses, that soars beyond just being material of mockery or an opportunity to make memes. Despite the augmentation of woke viewers who appreciate quality content online, cringe content has managed to retain its viability over the years. We speak with psychologists to understand what it is about cringe content that makes it so binge-worthy across demographics.

‘Cringe’ is a capacious concept

‘Cringe’ is a noun, verb and an adjective, but most importantly it’s an explicable feeling that arises within you through a stimulus—watching a series, reading a cheesy novel or listening to a particular song. Hansika Kapoor, a psychologist with Monk Prayogshala, defines cringe content as anything that elicits a strong negative reaction from viewers because it is awkward, embarrassing or the people involved are inauthentic or unaware of the consequences of their actions. “The definition of ‘cringe’ may not necessarily change from person to person, but different cultures may consider different things to be socially awkward and embarrassing,” she says. And thus, cringe can be anything but objective.

For instance, while some thought of the scene where the four leading ladies of Netflix’s Fabulous Lives of Bollywood Wives—Neelam Soni, Maheep Kapoor, Bhavana Panday and Seema Sajdeh—were drooling over Ranveer Singh to be at the peak of cringe, for others, it was another day from their own life—an honest and natural reaction or anything else, but cringe. Similarly, while many feminists raised their eyebrows at the glorification of toxic masculinity portrayed in Shahid Kapoor-starrer Kabir Singh, pragmatic viewers were simply repulsed by the cringeworthy dialogues meant to depict the ‘love’ between the couple in the film.

It's interesting to note that one person’s cringe could be someone else’s daily dose of entertainment, largely governed by their individual perspective or culture, points out Ruchi Ruuh, a psychologist and counsellor. This delineates the passion that most Indian households share for overdramatic daily soap serials on television, since years. “The assessment of cringe is subjective and can elicit a spectrum of reactions from highly enjoyable to complete second-hand embarrassment,” explains Ruuh. 

The ‘I-am-better’ syndrome

More often than not, some of the first thoughts that crop in your mind upon engaging with cringe content are along the lines of how ‘stupid’ or ‘nonsensical’ it is.  And, right after, you’ll go back to watching the same piece of content. This is because cringe content is most likely to spike a sense of I-am-better-than-this in your head, in the quest for validation from others.

Explaining why cringe content doubles as a comfort binge for many, Ruuh says, “For people who enjoy cringe content, it can evoke reactions like ‘thank god it wasn’t me’, a feeling of amusement or mere discomfort. There is a sense of satisfaction that people feel when witnessing awkward and embarrassing moments of others.” Furthermore, she sheds light on the concept of ‘schadenfreude’, a German term that implies seeking joy or amusement in the misfortune or embarrassment of others, which can be a driving factor for binge-watching cringe content. “It provides the viewer a sense of superiority too,” she adds. According to Kapoor, there could also be an element of voyeurism, where we try to catch other people in uncomfortable or shameful moments. “There’s also the social aspect of bingeing on cringe content—where we share and gossip with others who are consuming the same content.”

The mind game

Aman Mohunta, co-founder of beauty brand Aminu, has binge-watched The Office, despite acknowledging it is cringe. “Michael Scott and Dwight Schrute are the two characters whose shenanigans make it cringe. They will do/say the most socially awkward things in an office set-up, which most people want to but because of social etiquette, won’t. I think this is what makes them so cringe.” 

Most of these shows are laden with bad humour, portray unrelatable situations and are very high on drama, expresses Tanisha Bhasin, senior communications manager with a beauty e-commerce platform. “I binge-watch cringe shows as a palate cleanser—if I have just finished watching an intense, hard-hitting series, then I need something absolutely mindless before I can jump into another heavy show,” she says, “Honestly, it’s like a car crash you can’t look away from. You know it’s awkward and cringy, but you’re hooked and you want to know what comes next. It’s also easier to laugh at such awkward moments when they aren’t happening to you.”

Cringe and self-reflection: An untold story

You might not realise this consciously, but cringe content can spark self-reflection; you may put yourself in the place of someone and calculate your actions, which will obviously not align with what appears to be cringe, creating a cathartic release, in a way. “Cringe content makes us more aware of our behaviours, choices and what we empathise with. In the moment of awkwardness that the creator is feeling, we also confront our own embarrassing self and weirdness,” says Ruuh. “There is also a deep sense of comfort that, after all, our thoughts and feelings are not as bad and there are other people reacting to and resonating with the same. For that brief moment, we can let go of that mask and enjoy our true selves in the comfort and privacy our mobile screen offers. A deep psychological reflection, self-awareness and acceptance is in play when we find our favourite cringe content.” However, Kapoor says that it is important to note that such perspective-taking requires some insight and cognitive effort—both of which are usually scant when bingeing on such content.

Binge-watching—not just cringe, but any sort of content—makes us experience different emotions that we might either need or are escaping from; the process can in fact be cathartic or rejuvenating. However, Ruuh recommends being cautious of watching patterns since the brain’s reward mechanism is working to release dopamine. This can make it an extremely rewarding experience and make you eager to consume more. However,the chemical can also result in patterns that are habit-forming, addictive or even lead to obsessive behaviour like staying up late at night to watch more.

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