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How Outrage Became the Internet’s Most Powerful Currency

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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.

Credit: Meredith Duxbury

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.

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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.
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The Business of Outrage

TacticExampleOutcome
Staged Relationship DramaTikTok “mean husband” videosViral outrage, repeat engagement
Shock StuntsButter Girl, staged danger videosMassive views, brand growth
Provocative Marketing“Vagina candle,” “Satan Shoes”Sold-out products, global headlines
Political OutrageVaccine mandate/Holocaust comparisonFundraising spikes, media coverage

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.

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Entertainment

Why HIM Movie Sparks Talk About Satanism and Occult Rituals

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The 2025 horror film Him, produced by Jordan Peele and directed by Justin Tipping, has sparked significant discussion and controversy due to its prominent use of satanic and occult symbolism. Marlon Wayans stars as Isaiah White, a legendary but sinister quarterback who leads a secretive football cult where dark rituals and supernatural elements are central to the story.

The Occult and Satanism Themes at the Core of Him

The movie goes far beyond a traditional sports drama and plunges into horror by depicting an elite football mentorship that turns into a terrifying cult experience. Cameron Cade, a young quarterback injured early in his career, is invited to Isaiah White’s secluded compound to train. There, what seems like mentorship quickly reveals itself as indoctrination into a disturbing satanic cult.

One of the most striking symbols in the film is the pentagram combined with the infinity symbol that appears during a key scene where Cameron, blood-splattered, stands atop the symbol on the football field in a pose reminiscent of Christ’s crucifixion. This imagery blends themes of sacrifice, power, and eternity—tying the occult symbolism directly to the quest for greatness and the dark costs it entails.

Still shot from trailer

As described in the teaser trailer breakdown:
“In the final shot, a blood-splattered Cameron stands on the field atop a sigil that combines a pentagram with the infinity symbol. He raises his arms in a Christ-like pose to form the I in ‘Him’.”

The pentagram here serves as a powerful symbol associated with satanism and occult practices, suggesting that the football cult is steeped in rituals that transcend the physical game and venture into supernatural terror.

Audience and Critical Reactions

The use of overt satanic imagery and occult symbolism like the pentagram has fascinated viewers and critics alike but also raised concerns. Some see it as a bold narrative choice adding depth and horror to the story, while others question the growing use of demonic and occult visuals in mainstream films.

One commentary notes:
“He’s stretching out like Jesus on the cross standing on top of a pentagram with, you know, blood depicted. What is this? Like, why is this happening in Hollywood? Why are people going more and more openly demonic with their direction?”

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Still shot from trailer

This is a reminder that the film’s horror is not just about external scares but about spiritual and psychological corruption as symbolized by the pentagram and other satanic imagery.

Social Commentary Behind the Horror

Him uses these occult motifs not just for shock but to critique the dark side of fame, power, and idol worship. The pentagram and cult rituals symbolize how the pursuit of excellence can consume individuals, turning mentorship into blind devotion and self-sacrifice.

The film asks viewers to consider:
“When the pursuit of greatness turns into blind devotion, the real horror lies in who we choose to follow.”

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In Summary

Him is a unique blend of sports drama and horror, using satanic and occult rituals—especially the evocative pentagram symbolism—to explore themes of ambition, power, and corruption. Its unsettling depiction of a football cult infused with dark rituals has made it a standout horror film of 2025, sparking both fascination and debate over its use of these potent symbols and themes.

Still shot from trailer

The film releases on September 19, 2025, inviting audiences to confront the terrifying price of greatness—and what it means to truly worship in the age of celebrity.

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Entertainment

Hollywood Shake-Up: Warner Bros. Goes All In on Original Stories

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Warner Bros. is making a decisive and strategic shift in 2025, emphasizing original movies as a core pillar of its box office strategy while maintaining a hybrid approach that balances franchise blockbusters with fresh, original content. This approach has already shown significant success, with the studio surpassing Disney to achieve a domestic gross of $1.32 billion as of mid-2025. While blockbuster franchises like Superman ($331 million domestic) and the Minecraft Movie ($950 million global) remain strong anchors, Warner Bros. is increasingly investing in a growing slate of original productions that resonate with audiences and prove financially rewarding.

Notable original films in 2025 include Ryan Coogler’s “Sinners,” an original vampire movie that earned over $200 million domestically, marking it the highest-grossing original film since “Coco.” Another example is the horror hit “Weapons,” which opened to $42 million and gained sizable viral attention on social media. Impressively, half of Warner Bros.’ recent streak of six consecutive $40 million+ opening weekends are original stories, underlining the studio’s commitment to diversifying beyond legacy franchises. This strategy helps attract both niche and mainstream viewers, emphasizing that originality can drive considerable box office returns.

To support this, Warner Bros. has adopted a tiered content model that balances high-budget franchise productions with moderate to low-budget original films. This approach mitigates financial risks by leveraging strong brand loyalty from established franchises like DC Comics, while also exploring new intellectual properties and underserved genres like horror and sports dramas. For instance, the $2 million horror film “Presence” grossed $9.3 million, exemplifying the studio’s ability to find profitable niches.

Warner Bros. plans to release between 12 and 14 theatrical films annually across its divisions—Warner Bros. Pictures, DC Studios, New Line Cinema, and Warner Bros. Animation. In this lineup, only 1 to 2 films will be DC superhero movies, reflecting a conscious effort to limit the superhero franchise output and broaden their portfolio with originals and diverse genres. According to CEO David Zaslav, this mix includes:

  • 1-2 Warner Bros. Pictures tentpoles, primarily leveraging well-known Warner Bros. IP
  • 1-2 DC Studios films
  • 3-4 New Line Cinema releases, including horror and comedy genres
  • 1-2 Warner Bros. Animation titles
  • A select number of moderately budgeted original films

Zaslav has highlighted this sustainable growth strategy with a target of reaching $3 billion in annual studio profits, driven by both proven intellectual properties and innovative original storytelling. This strategic balance enhances the studio’s creative footprint, profitability, and cultural relevance, especially in a post-streaming era where theatrical exclusivity remains important.

Moreover, Warner Bros.’ hybrid approach reduces volatility by avoiding overreliance on any single content formula. Leveraging nostalgia through tentpole franchise films offers predictable revenue streams, while calculated bets on original films foster innovation and appeal to evolving audience tastes. This is particularly pertinent as theaters regain importance amid streaming fatigue, and audiences demonstrate enthusiasm for immersive, big-screen experiences.

Despite their successes, Warner Bros. faces challenges such as managing production costs and creative risks. Films like “Mickey 17,” though high-profile, have shown the risks inherent in overestimating demand for original IP. However, the tiered “franchise-plus” model provides an effective framework to balance financial stability and creative experimentation.

In summary, Warner Bros. in 2025 exemplifies a forward-thinking studio model that values originality alongside franchise strength. By focusing on more original movies while limiting DC superhero films to 1-2 per year, the studio is broadening its creative range, catering to diverse audiences, and positioning itself for sustained success and artistic innovation in a shifting industry landscape.

This strategy signals a shift where originality is not just a side bet but an essential element of Warner Bros.’ future in the film industry, blending financial prudence with cultural impact.

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Paramount Seals $7.7B Deal for Exclusive UFC Streaming Rights

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Paramount Global has secured the exclusive U.S. rights to the Ultimate Fighting Championship (UFC) in a groundbreaking deal worth $7.7 billion over seven years, beginning in 2026. This agreement marks a major shift in UFC’s distribution, moving away from the traditional pay-per-view model currently offered by ESPN to a new streaming-focused strategy centered on Paramount’s platform, Paramount+. All 43 annual UFC live events, including 13 major numbered events and 30 Fight Nights, will be available exclusively on Paramount+ at no additional cost to subscribers, with select marquee events also simulcast on the CBS broadcast network.

The deal comes just days after Paramount completed its merger with Skydance Media and represents the company’s first major sports rights acquisition under its new leadership. Paramount CEO David Ellison emphasized the uniqueness of partnering exclusively with a global sports powerhouse like UFC, highlighting the move as a key part of Paramount’s strategy to enhance viewer engagement and grow its streaming subscriber base.

For UFC, the deal ends the pay-per-view model common in the sport, greatly increasing accessibility for fans and potentially expanding the sport’s U.S. audience. The contract also doubles the yearly average payment compared to the $550 million ESPN currently pays, reflecting the growing value and popularity of UFC content.

TKO Group Holdings, UFC’s parent company, sees this agreement as a milestone in their decade-long growth, with TKO’s CEO Ari Emanuel affirming trust in Paramount’s vision to leverage technology to improve storytelling and the viewing experience.

This landmark deal reflects the rapidly evolving sports media landscape, with streaming services increasingly vying for premium content to attract and retain subscribers. Paramount’s move to bring UFC to its platform exclusively is a strong statement of commitment to live sports as a vital driver of engagement in the streaming age.

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Key Points:

  • Paramount secured UFC U.S. media rights for $7.7 billion over 7 years, starting 2026.
  • UFC events will be exclusively streamed on Paramount+, ending ESPN’s pay-per-view model.
  • The deal includes 13 major numbered events and 30 Fight Nights annually.
  • Some marquee events will also air on CBS broadcast TV.
  • The yearly payment doubles ESPN’s previous contract.
  • The deal was announced shortly after Paramount’s merger with Skydance.
  • Paramount aims to use UFC to boost Paramount+ subscriber growth and engagement.
  • TKO Group (UFC parent company) supports the deal and foresees enhanced tech-enabled storytelling.
  • Streaming services continue to disrupt traditional sports broadcasting models.
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