A burgeoning social media phenomenon, colloquially termed the “bean soup theory,” is highlighting a growing trend of “what-about-me-ism” online, where users express anger or helplessness when content fails to account for their specific personal circumstances.
The term originated from an August 2023 TikTok video by a creator named Kara, a young woman from central Florida, who shared a vegan bean soup recipe intended to aid anaemic individuals during menstruation.
Despite the specific nature of the post, the comments section was flooded with queries such as “What if I don’t like beans?” and “Can I substitute the beans with something else?”.
Jessica Maddox, an associate professor of entertainment and media studies at the University of Georgia, noted that while this behaviour has always existed, it has been “exacerbated by social media and accelerated rather intensely” in recent years, reports CNN.
Experts suggest that while egocentric processing, filtering the world through one’s own experience, is a normal human trait, social media has pushed it to an extreme. Micheline Maalouf, a Florida-based licensed mental health counsellor and content creator, experienced this firsthand when she suggested using sour candy to shorten panic attacks.
She was met with criticism from users with diabetes who argued they could not eat sugar; when she suggested salt packets instead, others pointed out they had high blood pressure.
A similar incident involved an X (formerly Twitter) user named Daisey, who shared a simple morning ritual of drinking coffee in the garden with her husband.
The post was met with a backlash regarding “privilege,” with critics pointing out that many people do not have gardens.
The discourse became so heated that Daisey eventually deleted the post. Sarah Lockwood, a content creator in New York City, suggested that some users are “using the creators as Google,” if a single video represents a creator’s entire output or that the author must provide universal alternatives.
Maddox views “bean soupification” because of American individualism clashing with personalised algorithms. When users encounter content that does not resonate with them, they perceive it as a “break in the system” and react with irrational anger.
Temilola Adeoye, a comedian, writer, and content creator in New York City, attributes the behaviour to a lack of intellect or a desire for validation, comparing it to a child correcting a teacher just to prove intelligence.
Lockwood reminded users that many commenters may be as young as 11, though they are often assumed to be adults.
The Covid-19 pandemic is also cited as a contributing factor due to the resulting isolation and the heightening of cultural discussions regarding race, policing, and inclusion. Experts suggest that some users may now have a skewed sense of when principles of inclusion should be applied to casual content.
Some individuals who have experienced genuine invalidation in their lives may scan for every indication that they are being excluded as an unhealthy coping mechanism to feel seen.
The prevalence of egocentric backlash is forcing creators to perform more “mental labour”. Maddox recalled being told by her literary agent to stop “hedging” her arguments, a habit developed to avoid online criticism.
Adeoye noted that algorithms do not reward the nuance demanded by such viewers, as platforms prioritise short-form content where creators must be concise to maintain engagement. This environment, Maddox warned, creates a more hostile and individualistic world, noting that “the internet is not as separate from the offline as we think it is”.
To combat these trends, experts recommend several strategies for users to broaden their perspective. Those who are routinely offended online may need to spend more time in the real world interacting with a variety of people.
Before lobbing criticism, users should ask if they have watched the content in full, if they are assuming the worst of the author, and if they would say the same thing to the author’s face.
For more serious issues, Maalouf suggests that somatic therapy may be useful, as it helps individuals understand their physical state in emotionally heightened moments, allowing them to reflect rather than explode.
Additionally, using tools to block keywords or mute triggering accounts can help limit exposure to distressing content. Becoming more open-minded and less self-critical can ultimately lead to a happier and more empathetic experience.
As Maddox concluded, the world’s differences are what make it interesting and acknowledging this is essential for a “nicer internet”.
