The Times Australia
The Times World News

.

when 'eudaimonic' social media goes bad

  • Written by Renee Barnes, Senior Lecturer, Journalism, University of the Sunshine Coast
when 'eudaimonic' social media goes bad

Twenty-something Melburnian Harrison Pawluck could be doing worse things than building a TikTok audience through “random acts of kindness”.

He’s not out on the streets pulling risky pranks or provoking angry confrontations. He doesn’t promote bogus cryptocurrency schemes, cancer cures or conspiracy theories. Instead he films strangers’ reactions[1] to him doing things such as paying for their groceries or handing them flowers.

Even so, the controversy sparked by his most successful video to date (viewed nearly 65 million times) underlines the problematic ethics of “feel-good” content – both for creators and consumers.

The 19-second video shows Pawluck asking an elderly woman in a food hall to hold a bouquet of flowers as he puts on a jacket. He then wishes her a lovely day and walks off. “I hope this made her day better,” the caption reads. It didn’t.

Harrison’s CC BY[2]

Since becoming aware of the viral video, Melbourne woman Maree has spoken out[3] about feeling patronised and exploited. Pawluk has offered an apology[4] of sorts, but said he won’t stop make such videos:

I know my true intentions and I know that, if I can inspire even 1% of the people that watch my content to go out there and do something good, I have done something that I believe is good for the world.

This defence would work better if Pawluck weren’t monetising his videos. The fact there’s a market for such content, however, raises questions. How can content be truly altruistic with so many commercial factors at play?

What is eudaimonic media?

From holding life-affirming signs in malls to hugging strangers, giving homeless people huge wads of cash and rescuing stray animals, “random acts of kindness” have proved a popular video genre on social media channels.

In media studies we call these videos “eudaimonic media[5]” – from the ancient Greek word “eudaimonia”. This is often translated as meaning “happiness” but the philosopher Aristotle used it to refer to the highest human good[6] – to living a life of virtue[7].

Aristotle's 'eudaimonic ethics' concerned living a life of moral excellence.
Aristotle’s ‘eudaimonic ethics’ concerned living a life of moral excellence. Shutterstock

In contrast to hedonistic media – content that’s all about personal gratification and pleasure – eudaimonic media is meant to make us reflect on life’s purpose, potential, virtue and meaning.

Feel-good outweighs feel-bad

For all the focus on social media’s capacity to promote “engagement” through sensationalism, polarisation and appealing to people’s worst emotions, the market for eudaimonic content remains far bigger.

Read more: Anger is all the rage on Twitter when it's cold outside (and on Mondays)[8]

A survey of more than 777 million Facebook posts[9] in 2019, for example, found “love” emojis accounted for about half of all video reactions in 2018 (compared with 4.5% “angry” emojis).

Facebook’s most watched video that year, with more than 361 million views[10], was of Jay Shetty, a Hindu monk turned life coach/influencer giving an inspirational talk to school students (scored with poignant piano music).

Jay Shetty's homily to school students was the most viewed video on Facebook in 2018.
Jay Shetty’s homily to school students was the most viewed video on Facebook in 2018. Jay Shetty/Facebook, CC BY[11]

All up Shetty reportedly earned US$1 million[12] in Facebook advertising revenue in 2018 – something certainly to inspire Pawluck and his collaborators.

Show me the eudaimonia!

Studies[13] indicate that eudaimonic media can be a “moral motivator”, inspiring prosocial behaviour.

But there’s a clear ethical problem when content creators have high hedonistic motivations – fame and fortune[14] – to make “feel-good” videos. With that pressure, “acts of kindness” can become performative, even exploitative.

Part of any social media influencer’s strategy is a form of performance[15], of course. But with a “eudaimonic” content creator, it’s hard to reconcile virtuous action with contrived scenarios where the people being filmed are being used as a means to an end.

Read more: Giving out flowers on TikTok: is this a 'random act of kindness' or just benevolent ageism?[16]

We’re all responsible

It would be easy to focus on Pawluck and his fellow content creators, but this is part of the bigger systemic problem with social media: that it is often antisocial even when appearing, superficially, to be prosocial.

The bottom line with the entire social media business model is that appealing to, amplifying and manipulating emotions is a surefire way to increase engagement and monetise content.

This is where we all, as social media users, have the power to contribute to the higher good. We must be more discerning about the type of content we are encouraging people like Pawluck to make though our clicks and comments.

Read more: What our negative comments and consumer gripes on social media reveal about us[17]

Watching that video might have momentarily made us feel good, but did the content creator actually do good? Are they upfront about their financial motivations? Have they sought permission from their unwitting subjects?

As Maree noted after she unwittingly became the star of the latest commercially-motivated social media trend:

I feel like clickbait.

Consider the impact of your next hit of a feel-good video of a rescued dog or giving those less fortunate money or food. Is this a eudaimonic or money-making moment?

Read more: Social media regulation: why we must ensure it is democratic and inclusive[18]

References

  1. ^ he films strangers’ reactions (www.tiktok.com)
  2. ^ CC BY (creativecommons.org)
  3. ^ spoken out (www.abc.net.au)
  4. ^ an apology (www.news.com.au)
  5. ^ eudaimonic media (academic.oup.com)
  6. ^ the highest human good (www.britannica.com)
  7. ^ living a life of virtue (ethics.org.au)
  8. ^ Anger is all the rage on Twitter when it's cold outside (and on Mondays) (theconversation.com)
  9. ^ more than 777 million Facebook posts (buffer.com)
  10. ^ 361 million views (swell-social.com)
  11. ^ CC BY (creativecommons.org)
  12. ^ earned US$1 million (www.tubefilter.com)
  13. ^ Studies (www.tandfonline.com)
  14. ^ fame and fortune (link.springer.com)
  15. ^ a form of performance (scholarsbank.uoregon.edu)
  16. ^ Giving out flowers on TikTok: is this a 'random act of kindness' or just benevolent ageism? (theconversation.com)
  17. ^ What our negative comments and consumer gripes on social media reveal about us (theconversation.com)
  18. ^ Social media regulation: why we must ensure it is democratic and inclusive (theconversation.com)

Read more https://theconversation.com/playing-on-good-feelings-when-eudaimonic-social-media-goes-bad-187074

Times Magazine

Building a Strong Online Presence with Katoomba Web Design

Katoomba web design is more than just creating a website that looks good—it’s about building an online presence that reflects your brand, engages your audience, and drives results. For local businesses in the Blue Mountains, a well-designed website a...

September Sunset Polo

International Polo Tour To Bridge Historic Sport, Life-Changing Philanthropy, and Breath-Taking Beauty On Saturday, September 6th, history will be made as the International Polo Tour (IPT), a sports leader headquartered here in South Florida...

5 Ways Microsoft Fabric Simplifies Your Data Analytics Workflow

In today's data-driven world, businesses are constantly seeking ways to streamline their data analytics processes. The sheer volume and complexity of data can be overwhelming, often leading to bottlenecks and inefficiencies. Enter the innovative da...

7 Questions to Ask Before You Sign IT Support Companies in Sydney

Choosing an IT partner can feel like buying an insurance policy you hope you never need. The right choice keeps your team productive, your data safe, and your budget predictable. The wrong choice shows up as slow tickets, surprise bills, and risky sh...

Choosing the Right Legal Aid Lawyer in Sutherland Shire: Key Considerations

Legal aid services play an essential role in ensuring access to justice for all. For people in the Sutherland Shire who may not have the financial means to pay for private legal assistance, legal aid ensures that everyone has access to representa...

Watercolor vs. Oil vs. Digital: Which Medium Fits Your Pet's Personality?

When it comes to immortalizing your pet’s unique personality in art, choosing the right medium is essential. Each artistic medium, whether watercolor, oil, or digital, has distinct qualities that can bring out the spirit of your furry friend in dif...

The Times Features

NSW has a new fashion sector strategy – but a sustainable industry needs a federally legislated response

The New South Wales government recently announced the launch of the NSW Fashion Sector Strategy, 2025–28[1]. The strategy, developed in partnership with the Australian Fashion ...

From Garden to Gift: Why Roses Make the Perfect Present

Think back to the last time you gave or received flowers. Chances are, roses were part of the bunch, or maybe they were the whole bunch.   Roses tend to leave an impression. Even ...

Do I have insomnia? 5 reasons why you might not

Even a single night of sleep trouble can feel distressing and lonely. You toss and turn, stare at the ceiling, and wonder how you’ll cope tomorrow. No wonder many people star...

Wedding Photography Trends You Need to Know (Before You Regret Your Album)

Your wedding album should be a timeless keepsake, not something you cringe at years later. Trends may come and go, but choosing the right wedding photography approach ensures your ...

Can you say no to your doctor using an AI scribe?

Doctors’ offices were once private. But increasingly, artificial intelligence (AI) scribes (also known as digital scribes) are listening in. These tools can record and trans...

There’s a new vaccine for pneumococcal disease in Australia. Here’s what to know

The Australian government announced last week there’s a new vaccine[1] for pneumococcal disease on the National Immunisation Program for all children. This vaccine replaces pr...