"Main character syndrome" is exhausting. Here's why
An interview with content creator Ashara Wilson on the popularity of short form video
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Everywhere I turn, it seems like someone is recommending “social-first video strategy.”
That means bite-sized explainer videos meant for the short attention spans fostered by social media platforms. Nieman Journalism Lab reported in December that “news organizations are building vertical video carousels for their homepages and apps, embedding vertical videos in stories, and having their video journalists produce both horizontal and vertical content — as well as asking reporters to present their stories on camera.”
This propensity toward short-form video is everywhere. YouTube is taking over television screens. TikTok is still kicking. Hollywood productions are getting shorter…and stupider? The result for viewers is a see-saw between mind-numbingly dull (brainrot1) content and overstimulation.
Despite any complaints I might have about short-form video, I can’t deny that it works. I’ve gotten sucked in to many an explainer. I’ve largely given up on TikTok, but I’ll stop for Reels on my feed, albeit without the sound on, since I’m a captions girlie. Plus, I can hold down for 2x speed if time is really my concern.
So, what can we take away from the impact short-form video has on our psyches? Read on for an interview with content creator (and my former colleague) Ashara Wilson on how short-form video influences critical thinking.
Ashara Wilson Q&A
(This interview has been edited for length and clarity).
Can you tell me your name and a little bit about yourself, like where you’re based and what field you’re in?
My name is Ashara Wilson and I am currently based in the DMV. My background is a mix of entertainment, journalism, marketing, and product design.
Online, you have a video presence of your own. What has been your experience with video production and film, and what inspired you to get into it? What has the journey building an account been like?
My first experience with film was in the eighth grade when I acted in a local commercial. I had always had a knack for storytelling and I realized I liked being in front of the camera. I acted in more short films, television, and commercials until I finished college. After I graduated I had a playwriting fellowship with the Alliance of Los Angeles Playwrights, and I unearthed a passion for writing. As far as my YouTube videos go, I originally started my channel in high school. Back then, I made silly sketch videos that are definitely cringe to watch now. Today, I make video essays at the intersection of sociology, psychology, technology, and media. I started consistently watching video essays to fill my commute time to and from work back in 2022. After a couple of years of consuming these videos, I decided to try my hand at making them. And here I am now.
I am no stranger to posting on social media, however. I started posting on TikTok during the pandemic to pass the time. I grew my page to over 80,000 followers. Once the pandemic was over, I returned to school and picked up three jobs to pay my way through. I stopped posting for a while to focus on school and work. I have recently, as in just this past month, returned to posting on Tiktok.
In one of your more recent videos, “Social Media Has Killed Our Ability to Think Critically,” you talk about “main character syndrome.” What is this phenomenon, exactly, and why is it prevalent online? How does it tie back to short-form content?
To have main character syndrome is to center yourself in every scenario at the expense of the people around you. I see this happen A LOT online. It’s exhausting. I would argue that social media has allowed us to overemphasize our place in the world. These apps constantly ask us to share our opinions through tweets, videos, comments, and photos, even when no one particular person asks. It makes us feel like more people care about what we have to say, as if we are the main character in everyone’s narrative.
This is especially prevalent in the comment sections of short-form video content. It seems as though some people take the “for you” page a little too literally. They seem to think that the people in the videos they’re watching are performing specifically for them, when that is not the case. This then leads to the centering of oneself in the comments of a video that isn’t about their experience. It’s like when someone makes a video recommending their favorite snack and then someone else responds that the snack in question is disgusting and stupid because they’re allergic. Like girl, no one asked. This isn’t about you.
What do you think this kind of attitude might say about where we’re at in society right now? I thought your comment about Hollywood dumbing down their productions for distracted viewers was very insightful.
I think the “what about me” -ism is a product of our individualistic and capitalistic culture. In a society where we are expected to put the self above the collective, and to put money above connection, it’s no wonder (social) media is the way it is. As far as Hollywood writing for the distracted viewer goes, I’m disappointed. Dumbing down content does a disservice to the film industry and to the consumer. It has turned art into content. It allows for lazy writing/subpar storylines to pass as quality entertainment. And it encourages viewers to not fully engage with what they’re watching. Boooo.
Who have been some of your favorite video content creators recently and what do you think they do well?
I love love love Khadijah Mbowe, Mina Le, and Jordan Theresa. Their video essays are what inspired me to make my own. Not only is their production quality top shelf, they’re all so well researched. I learn something new in every video.
Where do you think video trends might be going in 2025 and beyond?
Oof, it is difficult to predict the internet. I think videos are going to become more flashy, wacky, loud, or clickbait-y in order to capture attention. Our attention spans seem to be shrinking, and I don’t think simplicity is going to cut it for most people anymore.
What, if anything, can people do to address their own attention spans and me-first mentalities?
I think we all need a bit less screen time and a few more hobbies. Doing activities that force us to maintain undivided attention for prolonged periods of time is good for helping us to focus. A me-first mentality is broken by remembering that you are only the center of your own world, not everyone else’s.
Anything else you might want to add or other platforms people can find you on?
Teehee, shameless plug. You can find me on...
TikTok: @asharawilson
YouTube: @asharawilson
Instagram: @_asharawilson_
Lemon8: @asharawilson
My weekly roundup:
🎶 What I’m Listening To: “The Dino Club” by Ethan Bortnick
🎞️ What I’m Watching: Survivor
🔎 What I’m Reading: “The Foxhole Court” by Nora Sakavic
📱 What I’m Scrolling: Was the book good, or was I just 13?
⚠️ What’s On My Radar: Something new pops up in the AI conversation every week. I can’t keep up! In the meantime, you could read this on AI in classrooms or this on AI ethical violations
Read the full Gen Z Dictionary here.
Brainrot: Unintelligence from being on the internet for too long
Thanks for letting me be apart of the conversation!