‘You can be made a laughing stock to millions’: can gen Z escape the fear of being cringe?

With the constant risk of being recorded, many young people are afraid of showing enthusiasm – let alone doing something so potentially embarrassing as dancing in public. Is there a way to set themselves free?

In a video posted to TikTok, where Katie Whitney has 2.5 million followers, she says to camera, bluntly: “This video is for Cynthia Erivo. If you’re not Cynthia Erivo … you can keep on scrolling.” Her demeanour then shifts, her voice becomes softer; more the way a person might talk to their puppy: “Hi Cynthia. Hi baby. Hey baby. How are you?” It’s toe-curling – or, in modern parlance, cringe – to watch. “I feel traumatised,” says one commenter. Others post photos of a stunned-looking Erivo and imagine: “What if the Wicked star were to actually watch this video?” Cringe!

Now 25, but having started making this kind of content – “weird skits” – at 20, Whitney is part of what is known online as CringeTok, a subsection of the internet that deals in content designed to make your toes curl. It’s in many ways a reaction to a fear of being “cringe”, which is seeping into all parts of life – from social media to classrooms to the workplace.