𝐌𝐜𝐊𝐧𝐮𝐜𝐤𝐥𝐞𝐫

@pleometric @QiaochuYuan People are born, grow up, fumble their first girl, marry their second, raise a family the best that they can, restart their career at age 46, retire late, and die without ever reading a cultural analysis so exquisite and comprehensive as this

I would like to explain the latest batch of viral videos I'm working on to the bemused brainrot-curious reader who is not familiar with "the culture". Why are these characters, mixed with this song, going viral? It's all about connecting infinite referential mirrors. What makes this video interesting are not its individual parts but the signifier links it draws. Let's look at the individual parts: ONE: The song is a Brazilian funk or "pancadão" song called MC Lan e MC WM - Sua Amiga Vou Pegar, these days part of what's broadly referred as Brazilian phonk or just phonk (not to be confused with the original phonk, a Memphis-derived genre from the early 2010s built around chopped Three 6 Mafia samples, cowbells and lo-fi tape hiss and etc. The Brazilian version comes an entirely different lineage and got its name adapted from “funk” to “phonk” exclusively because the names sounded similar. It has a similarly menacing posture but swaps the rap cadence for funk's 4/4 with kicks on 1 and 3 rhythm and a much heavier, distorted 808 synth sound). Phonk is often used for its exaggerated reverb feeling bass lines to signify power, style or simply "aura", which you can take as a shorthand for poise, coolness, being de-bon-air and a general detached positive feeling of high status. Aura. Because most users cannot understand the Portuguese lyrics (which are often quite vulgar and sexual), the singing takes the characteristic of a chant, something to be appreciated entirely for its sound, texture and gravitas. The vocals are just another instrument where you can appreciate the menace and swagger of the delivery directly without the cognitive friction of meaning. Non-Portuguese-speaking audiences are not missing anything they were supposed to get, they get “the vibe” that matters, which is not lyrical. These songs are often paired with (male) characters that are taken to display these traits like American Psycho's Patrick Bateman (yes, yes I know that’s the opposite of what you should feel about the character), Peaky Blinder's Thomas Shelby and a menagerie of anime characters like Satoru Gojo (Jujutsu Kaisen), Yujiro Hanma (Baki) and Goku and, really, any male character that is just a little bit cool. TWO: The man in the suit is a minor Family Guy character called Tom Tucker. The reference comes from a scene where Meg sees him walking through her school and says "It's Tom Tucker from the news!” We then cut to her POV, where he is walking in slow motion with soft romantic music swelling and birds chirping, the whole love-at-first-sight trope. Then a camera crew member off-screen yells "hurry up Mr. Tucker," and we get to see he is not walking in slow motion because Meg is infatuated, he is just walking that slowly in real life. Only the music and the birds were in her head. The gag is built on the viewer recognizing the romantic-slow-motion trope, briefly accepting it as the scene's reality, and then being shown that we (and Meg) projected the trope onto what is actually just a man walking very slowly. HA! The original gag is already about projection: a neutral image (slow walk) being assigned an external meaning (romance) by a viewer's pattern-recognition. This is what makes the edit-culture appropriation work so well. The clip got stripped of its context, paired with phonk and text overlays (AURA or “Me and the boys going to detention”), and retroactively assigned a new meaning, only this time it’s the cinematic nonchalant walk, the slow deliberate gait that signifies a man who knows he's the most important thing in the frame (ta la any 1980s Schwazerneggerian action movie hero walking away from an explosion without looking back, every yakuza boss entering a room, every western gunslinger approaching the duel). The edit is ostensibly projecting a trope onto a neutral image. The first projection was romance; the second projection is aura. Family Guy clips and gifs are easy to access and repost, which makes it a readily available and easy to use building block. The show has, through sheer volume of output and over two decades of YouTube and cable TV saturation, become a kind of public-domain visual library, a default vocabulary that any editor can pull from knowing the audience will recognize the source without having to be told, and we can just keep loading meaning onto it. THREE: The character in the background is Tom, from Tom and Jerry, doing a pose made famous by an iShowSpeed fan who encountered him during a livestream. By quickly and correctly identifying Speed by his full legal name ("Darren Jason Watkins Jr"), she showcased herself to be a true fan, which he responded to with his characteristic exaggerated reactions. The pose the girl hit, with the knowing look to the camera, produced a perfect “aura moment” complete commitment, zero irony, the unshakeable conviction that what she was doing was the coolest possible thing to do. As a result, the clip then got endlessly edited with "aura 🥶🥶🥶" captions to canonize it. Aura, in this lexicon, is not granted by the universe; it is summoned by the person's own belief that they have it and by displaying the correct attitude. Tom is also dressed as the previously mentioned Thomas Shelby from Peaky Blinders, which is itself a double signifier. The name match (“Thomas”, get it?) and the suit-and-flat-cap costume turn the cartoon cat into a stand-in for the perhaps most used "high-aura" male character of the past decade, the brooding gangster patriarch whose every cigarette drag has been set to phonk, cinematic scores and electronic music a thousand times over. On top of that, he is made entirely out of chrome, a popular trope of asking ChatGPT (one of the few AI tools people have easy and broad access to) to render things out of very high quality materials to indicate "rarity" or "status" like diamonds, platinum and etc. A sign that itself descends from a longer lineage of in-game cosmetic rarity tiers (League of Legends, MMOs, various skin economy freemium game, the Fortnite battle pass, the Pokémon shiny, dacha games and etc) where material finish is the visual shorthand of value. So "chrome" or "platinum" Tom on top of all previous signifiers signals a “maximized” or “maxxd” version. The image is suppose to invoke the superlative highest possible tier, rarest-drop, legendary-rarity version of aura, the way a kid in a playground would describe their dad as not just strong but the strongest in the world. FOUR: Finally, the background black hole calls back to the original Tom image, where he is surrounded by the universe itself, having ascended. The character has transcended the diegetic frame of his own cartoon and now exists at a cosmological scale, with the black hole standing in for the kind of unmotivated, vibes-based "cosmic" imagery that has become the default background for any video trying to signify that something Big is happening (the same visual motif that has powered comic book characters, anime transformations, video game power ups and anything wants to feel grandiose or “epic” without specifying what about). The black hole means significance in the abstract. At this point I think you understand the mechanism at play here. None of these references resolve to a stable meaning on their own. Tom Tucker is “cool” only in the very short context in which his image served as a substrate; he was convenient footage to pair with a song, and the absurdity of doing an "aura edit" on such a minor, strange character scene makes it all funnier and easier to share. Tom-the-cat is doing the aura pose > the aura pose comes from the iShowSpeed girl > the iShowSpeed girl was cool because she correctly played her part in an established bit of a large streamer with the correct timing and theatrical flair > the bit was cool because it was a shared convention unified by a popular central streamer figure > the convention existed because phonk edits had already trained this exact scenario to be read as confidence-plus-detachment as aura > the chrome finish points to AI image generation quirks > the AI image generation style can be mapped to gaming visual rarity shorthands; the gaming rarity tiers point to a much older logic of precious-metal-as-status. Each step on the referential chain is propped by the one behind it, and the one behind it is propped up by the one behind that, so on and so forth. There is no natural endpoint, the entire structure functions more akin to a network than a linked list. If you stop at any single point and ask "but why is particular signifier cool or funny or interesting”, the answer is always "because of the thing behind it.” It’s hyper-citation, Here, what matters is the structure of the whole rather than the content. This is structure is what I mean by infinite referential mirrors. The rate at which a concept is referencing, remixing and calling back to another is what’s interesting. In other words, It’s the velocity that matters. The chain of recognitions, each "I get that reference," and the cumulative effect of getting six references stacked on top of each other a short span of time gives you the feeling that you are participating in something dense and alive, because it allows you to recognize the shared meme ecosystem of the platform that you are participating in, even if only a glimpse of it. You are inside the culture rather than outside it. The brainrot-curious reader who watches this video and feels nothing, has “failed” to understand the joke because they are outside the hall of mirrors I am describing. You can only get the magic if you step in and start counting the reflections: the song, the suit, the cat, the chrome, the black hole, the transitions the video uses. You are looking at connected parts of this network of symbols and at the speed at which one image hands you off to the next. The entire thirteen-second clip is functioning as a single compressed referential payload that decompresses in the viewer's head into a small private essay exactly like this one. The video allows you to recognize yourself as someone capable of decoding it, and that recognition is the reward. That’s why media like this goes viral.

@cljack @usr_bin_roygbiv The crux of the issue is not voicing the thought, but saying it in a way that punctures the thickened male skull so that it can actually be heard and internalized.

@usr_bin_roygbiv I'm not the ideal person to take social advice from but I would probably start saying things like "you're such a people person, if I had your social skills I'd go into sales, it's so much more money for so much less work, too bad I'm stuck in the code mines" idk

how does one politely tell their friend he's probably ngmi as a SWE and should just do sales instead because he lacks the shape rotation capacity and is extremely extraverted

Wife got bit by a zombie but hasn't turned yet. She wants to hop in bed for one more go and see how close to the edge we can ride it. I'm down to try because I love her (she is my wife).

@UsingLyft Attack is ineffective

That girl you’re thirsting who’s “outta your league” over on Instagram just flew herself out to some nigga in another state and sucked his dick as soon as she landed and then all weekend after a week of chatting after a hinge match. But you need to put in “effort”

Me: "Two ribeyes, please. Just the steaks." Waiter: "Two ribeyes for the table?" Me: "Two ribeyes for me." Waiter: [does not write this down] Me: "Both medium rare." Waiter: "Are you waiting for someone?" Me: "No." Waiter: "Right." He leaves. He returns with a more senior waiter. Senior Waiter: "Sir, I understand you'd like two ribeyes." Me: "Yes." Senior Waiter: "Together?" Me: "One after the other is fine." Senior Waiter: "And no sides." Me: "Correct." Senior Waiter: [the long pause of a man calculating whether the kitchen will refuse] Senior Waiter: "Of course, sir." They brought out the first ribeye with the energy of a hostage exchange. The second arrived twelve minutes later with no commentary at all. Acceptance, I think. They had moved through denial, bargaining, and arrived at the meat.

The only time is Now you silly foid

@coldhealing Initially read this as two wasian baddies in a double stroller. Troubling

Going to the grocery in my yuppie neighborhood during my wfh lunch break. I am in line behind two wasian babbies pushed around in a double stroller by their person of color nanny. This is water

You would find their cruelty to be without equal.

@tracewoodgrains termite + grained wood doomed yaoi

would you still love me if I were born a termite

Securing a source of high-purity silicate for my manufacturer (buying canned Pilsbury pastry dough for my foid who I love)

@PabloAntonio Make data centers beautiful again

You have to be be joking…

@1thousandfaces_ @MegaBasedChad victoriantwt

@MegaBasedChad I CANNOT SHIP THE FINE SPICES FROM THE FAR EAST WITH WHICH TO SCENT MY CHAMBERS

my favorite room and linen spray that i got as a gift is running low after 2 years and upon trying to buy a replacement i just now learned that it is only available to buy in INDIA

@FeralPHunter You don’t need it king, summer is approaching. Let em hang

getting a facelift for my balls

@skooookum Easy, forgetting your password. Next question

@1thousandfaces_ my mysterymaxxing and brooding protocol has nothing to do with my origins as a scorpio

Men will spend years ruining their life with psychoanalysis instead of just believing in astrology

Electric propulsion hot-fire videos are surprisingly difficult to find, especially in-space footage, and many are at risk of being lost over time. I've been working on an archive to preserve and bring them together in one place: oliverhitchens.com/ep-video-archi… Enjoy the glow!

From this article: > Simulated Atari 2600, fetching data from ROM. Can you stare at this animation of transistor-level physics, and imagine a function which takes this physical structure as input and returns its computational structure as output? Can you imagine how enormous such a function would be? Do you think you could also write this function in such a way that it could also be applied to brains? Animation by Alex Mordvintsev on Twitter.

@tracewoodgrains this is phrased like the plot of a Nathan for You episode

when a furry powermod quit Reddit, a friend of mine created a similar account, acting like an over-the-top furry until he got invited to moderate all of the subreddits the other guy had been involved in, including some of the biggest ones on the site as presented at LessOnline

@Jasonstoneman88 @BronzeAgeRouter A god gets woken from its slumber and immediately begins conversing with a blond man in PIE youtu.be/hRfx05qKVxg?si…

Hollywood would rather cut out the core of the movie Prometheus that ties the whole story together and explains everything than publish a film where a god wakes up from his slumber and immediately begins conversing with a blond man in Proto-Indo-European

Hot take: We need to replace Central Park with the world's largest data center