Catastrophic flooding struck Central Texas beginning on July 4, 2025, primarily impacting the Hill Country region, including Kerr County and the Guadalupe River area. The disaster has resulted in over 110 confirmed deaths and left more than 161 people missing as of July 8. The floods were triggered by intense, record-breaking rainfall that caused rivers to rise rapidly, overwhelming communities and summer camps.

Key Facts

• Death Toll: Over 110 confirmed fatalities, including at least 27 children and counselors at Camp Mystic in Kerr County.
• Missing Persons: At least 161 people remain unaccounted for, with ongoing search and rescue operations.
• Affected Areas: Severe impacts in Kerr, Kendall, Burnet, Travis, Williamson, and Tom Green counties. The Guadalupe River rose by more than 26 feet in under an hour.

Emergency Response

• State Action: Governor Greg Abbott deployed more than 1,750 personnel and nearly 1,000 vehicles and equipment from over 20 state agencies.
• Federal Aid: President Donald Trump declared a major disaster, unlocking federal resources for relief and recovery.
• Ongoing Risk: Additional rainfall is forecasted, and flood watches remain in effect for much of Central Texas.

Communication and Alerts

• Emergency Alerts: The National Weather Service issued multiple flash flood warnings, but some residents did not receive alerts due to the lack of a local outdoor warning system and inconsistent cell service.
• Mobile Coverage Issues: Some areas near the Guadalupe River have spotty cell service, which may have prevented some residents from receiving critical alerts.

Aftermath and Community Impact

• Search and Rescue: Hundreds of emergency personnel continue to search for missing persons in challenging conditions.
• Infrastructure Damage: Roads, bridges, and homes have been severely damaged or destroyed.
• Calls for Change: The disaster has intensified calls for improved flood warning systems and greater investment in emergency preparedness.

What Texans Should Know

• Stay Alert: Residents in affected areas should monitor weather updates and follow local guidance.
• Support and Resources: Emergency shelters and assistance are available for displaced families.

This update reflects the situation as of July 8, 2025, and will continue to evolve as search and rescue operations progress.

In the attention economy, being liked is no longer the primary goal for influencers, celebrities, or even politicians. Instead, being controversial—or outright hated—often drives more engagement, more views, and more profit. This phenomenon, known as rage bait, is now a central strategy for those seeking online visibility.

What Is Rage Bait?

Rage bait refers to content deliberately crafted to provoke strong negative reactions. It’s not about informing or entertaining; it’s about making viewers mad enough to comment, share, and keep the algorithm spinning. The more intense the emotion, the more likely the content will go viral.

Key Characteristics

• Intentional Provocation: Designed to spark outrage, not discussion.
• Formulaic Content: Many creators repeat the same controversial setups to reliably trigger reactions.
• Algorithmic Reward: Platforms prioritize engagement, regardless of whether it’s positive or negative.

Why Does Rage Bait Work?

1. Negativity Bias

Humans are hardwired to pay more attention to negative stimuli than positive ones. We remember insults more than compliments, and we’re more likely to stop scrolling for something that enrages us than something that soothes us.

2. Identity Signaling

When people comment on rage bait, they’re not just expressing disapproval—they’re signaling their values to their followers. Outrage becomes a form of self-expression and group identity.

3. Mob Mentality

The more people pile on, the more justified each individual feels. Outrage snowballs, turning individual reactions into viral momentum.

4. Algorithmic Amplification

Social media platforms don’t care why you engage—only that you do. Every comment, share, or stitch boosts the content, regardless of sentiment.

Examples Across Platforms

TikTok & Instagram

• Relationship Skits: Creators post staged videos of partners behaving badly, prompting waves of outrage and advice in the comments.
• Shock Value Stunts: Accounts like Butter Girl or staged “danger” scenarios (e.g., coyotes in the yard) rack up millions of views by provoking disbelief or concern.
• Product Promotion Disguised as Drama: Edible companies or other brands use “accidents” or “misadventures” to spark viral concern and curiosity.

Music & Pop Culture

• Controversial Lyrics and Imagery: Songs like “WAP” by Cardi B and Megan Thee Stallion, or Lil Nas X’s “Satan Shoes,” intentionally court backlash to fuel publicity and sales.
• Provocative Marketing: Sabrina Carpenter’s album covers, Gwyneth Paltrow’s “vagina candle,” and Lady Gaga’s meat dress all leverage outrage as a marketing tool.

Politics

• Ideological Rage Bait: Politicians such as Marjorie Taylor Greene, Donald Trump, and Andrew Tate use extreme statements to trigger backlash, solidify their base, and drive fundraising or brand growth.
• Cycle of Reaction: Outrage from opponents only strengthens their image as anti-establishment figures, fueling further engagement.

The Business of Outrage

The Consequences

1. Trust Erosion

Constant exposure to staged or exaggerated content makes audiences more skeptical, even of creators they once trusted.

2. Emotional Exhaustion

Living in a state of constant reaction—always on guard for the next provocation—can leave viewers feeling drained and cynical.

3. Cultural Shift

When hate and controversy are more lucrative than respect and authenticity, the internet becomes a stage for performances, not genuine connection.

4. Political Polarization

Rage bait paired with ideology can radicalize audiences, deepen divisions, and turn political discourse into a cycle of provocation and reaction.

How to Resist the Rage Bait Trap

• Pause Before Engaging: Consider whether a post is designed to provoke you before commenting or sharing.
• Check the Creator’s Page: Look for patterns—if every video is outrage bait, it’s likely a strategy, not reality.
• Question Headlines: Is this news or just clickbait?
• Value Your Attention: Remember, every reaction is a transaction. Decide what’s worth your time and energy.

Conclusion

Rage bait is a mirror reflecting what algorithms reward—and what audiences respond to. It doesn’t have to be fair, true, or positive. It just needs to get a reaction. By recognizing these patterns, you can choose when to engage and when to step back, reclaiming your attention in a world that profits from outrage.

Emotions are the foundation of the human experience. They shape our decisions, color our memories, and drive our relationships. In cinema, emotions are not just an added layer—they are the very heart of storytelling. If a film leaves its audience unmoved, it is often deemed a failure. Understanding how emotions work, both psychologically and cinematically, reveals the secrets behind films that truly resonate.

The Psychology of Emotion

Where Do Emotions Come From?

Modern psychology has long sought to answer two central questions about emotion:

• Where do emotions originate?
• How can they be categorized?

For filmmakers, the origin of emotion is especially relevant. Evolutionary psychologists argue that basic emotions are products of natural selection, serving crucial roles in survival by aiding decision-making, motivation, socialization, and memory.

Components of Emotion

Psychologist Klaus Scherer identifies five components of emotion:

1. Cognitive Appraisal: The brain’s identification of an emotion.
2. Bodily Symptoms: Physical manifestations, like a racing heart.
3. Action Tendencies: How we are motivated to respond.
4. Expression: Outward signs, such as facial expressions or gestures.
5. Feelings: The subjective experience of the emotion.

Theories of Emotional Experience

• James-Lange Theory: Early theorists William James and Carl Lange posited that emotions are the result of physiological reactions. For example, “I’m sweaty, so I must be nervous.”
• Cognitive Appraisal Theory: Richard Lazarus later argued that thought comes first. We appraise a situation, then experience both physiological and emotional reactions. One person might see a rat and feel fear; another might see the same rat and feel joy.

How to Create Emotion in Film

1. Write Emotion into the Script

• Script as the Heart: The emotional impact of a film begins with its script. Audiences must care about the story and its characters; when characters feel, viewers feel.
• Recontextualized Repetition: Repeating lines, objects, or motifs in new contexts gives them deeper meaning (e.g., the shoes in Jojo Rabbit or the song “Remember Me” in Coco).
• Dialogue: Well-crafted dialogue can move through a spectrum of emotions, as seen in the monologue from Steel Magnolias, which shifts from sadness to rage.

Example: “Toy Story 2” Flashback

Jessie’s flashback uses dialogue, repetition, and context to build a powerful emotional arc, culminating in the line: “You never forget kids like Emily or Andy. But they forget you.”

2. Use Visual Storytelling to Evoke Feeling

• Lighting: Sets the mood—low-key lighting creates tension (Alien), while bright light evokes relief (The Lord of the Rings).
• Camera Angles and Movement: High angles can convey guilt (Manchester by the Sea), close-ups foster intimacy (Interstellar), and wide shots can evoke grandeur or loneliness (La La Land).
• Color: Red can induce unease; cool tones suggest melancholy.
• Framing: Focusing on faces or omitting them (as with Emily in Toy Story 2) centers the audience on the emotional experience.
• Camera Movement: Moving toward a character can create empathy; pulling away can evoke isolation.

3. Hone Emotion in Post-Production

• Editing: The rhythm of cuts and transitions can heighten or prolong emotion. Dissolves can evoke memory and nostalgia; hard cuts can underscore abrupt loss.
• Music: Perhaps the most potent emotional tool, music can make us cry, thrill us, or terrify us. The song “When She Loved Me” in Toy Story 2 is a prime example.
• Sound Design: Beyond music, sound effects can amplify tension or anxiety (e.g., the fry cracker in Boogie Nights).

Table: Filmmaking Techniques for Evoking Emotion

Conclusion

No two movies are alike, but the best films share a common goal: to move us. Whether through writing, visuals, editing, or sound, filmmakers draw on the science of emotion to craft experiences that linger long after the credits roll. Great films make us feel—sometimes joy, sometimes sorrow, but always something real.