Viral Culture: Do Its People Truly Benefit or Just Face Exoticization?

• The article explores whether the people of a culture truly benefit when their cultural elements go viral online, or if it leads to mere consumption.
• Cultural critic bell hooks' concept of "Eating the Other" highlights how dominant cultures consume aesthetics of marginalized communities without engaging with the people or their politics.
• Examples like "chinamaxxing" and Indian regions on streaming platforms show cultures trending, but often leading to exoticization rather than genuine acceptance.
• Despite cultural trends, marginalized communities still face violence and discrimination, as seen in attacks on Northeastern migrants in Indian cities.
• Authentic representation comes from creators within the community, like Rima Das or Lakshmipriya Devi, who tell stories from their lived experiences, unlike mainstream content.