On TikTok, users are trending with videos showcasing their dislikes labeled as “propaganda I’m not falling for.” This format, often set to Charli XCX’s music, features topics from societal norms like leg shaving and the 9-to-5 workweek to milk preferences and AI. Creators like Delaney Denton and Maya Brooks highlight views that challenge societal expectations, fueling discussions on beauty standards and work culture. Despite pushback, many find the trend empowering, allowing them to articulate feelings about societal pressures. The trend serves as a modern twist on previous social media list formats, fostering community through shared sentiments.
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Lip fillers, non-cat lovers, the societal expectation for women to maintain hairless legs, and the traditional 9-to-5 work schedule. Recently, TikTok users have started to outline their grievances and label them with a catchy title: propaganda.
In countless videos, many accompanied by a clip of Charli XCX’s “I think about it all the time featuring bon iver,” users compile a list of items they’ve labeled as “propaganda I’m not buying into.” The topics vary widely, featuring common examples like milk (both oat and dairy), Labubus, artificial intelligence, political issues, running clubs, and the crisis of male loneliness.
Delaney Denton, 22, mentioned that her initial reaction upon seeing one of these videos was that it was “sort of iconic,” prompting her to create her own, which has now garnered nearly a million views.
“I think it’s a fresh take on issues that feel somewhat off in our society but aren’t necessarily propaganda,” Ms. Denton commented regarding the trend.
The idea isn’t particularly novel. Social media enthusiasts may remember the “in” and “out” lists that were prevalent at the start of 2024. People often seek new ways to categorize their viewpoints, which aligns with the recent popularity of “coded” language online.
It’s unclear exactly where this propaganda trend originated, as multiple users each credit different posts that inspired their own versions. However, many creators have expressed that they view the trend as a means to showcase opinions that may diverge from conventional societal norms.
Michael Zimpfer, 21, shared that he aimed to choose topics likely to resonate with others. He critiqued the 40-hour workweek, making separate entries for “a 9-5 job,” “40 years of working,” and “2 weeks PTO.” He noted that “generational conflicts” regarding work culture emerged in the comment section of his video.
Maya Brooks, 22, whose list featured organized religion and “modesty & the rise of conservatism,” said she received the highest engagement from a point regarding the pressure women face to shave their legs.
“I have experienced videos going viral before, but it was fascinating to see so much conversation around leg-shaving,” Ms. Brooks remarked. After encountering some heated comments, she opted to create two follow-up videos addressing the subject.
Despite the backlash, she stated that she appreciated fostering a platform for discussions surrounding women’s expectations.
Ms. Brooks’s video opened discussions related to women’s health and beauty norms. Another notable example was Moriah Ruedenberg’s; her list addressed fat shaming, lip fillers, and traditional gender roles.
“I think it’s rewarding to help women articulate their feelings,” Ms. Ruedenberg, 20, commented on the significant response to her video. “I wished I had someone to support me in that way when I was younger.”
Several lists also prominently featured the singer-songwriter Gracie Abrams.
For Mr. Zimpfer, whose mention of Ms. Abrams was the only item on his list unrelated to work, it served to draw attention to his video rather than signify any dislike for the artist.
“I misspelled her name—just trying to be playful and humorous with that part,” he explained. “I thought, ‘I can insert this in the middle of the list, and it’ll stand out like a sore thumb.’”
Ms. Denton, 22, who also included the singer in her list, did so to indicate that she shared a viewpoint with many others making similar lists.
“I think sometimes the internet enjoys having a running joke,” she noted.