Investigation: Jamila Ismail and Marwa Abdelhamid
In an era where “views” have become a valuable currency and “likes” serve as a passport to fame, we are witnessing an intense competition for trends among content creators — or those who claim to create content — driven by sensationalism and exaggeration.
From fabricated pranks to dangerous challenges, along with dramatized scenes and content that feeds on personal privacy and embarrassing situations, achieving a massive number of views has become the goal for some, even at the cost of content quality and respect for the audience’s intellect.
Simultaneously, experts have pointed out that the United Arab Emirates has managed to create a distinction by promoting positive trends.
Is the Audience a Victim or a Partner?
A number of purposeful content creators explained that educational or constructive videos receive minimal interaction compared to trends involving family secrets, celebrity relationships, or humorous stunts. Such content gains thousands of followers rapidly, indicating that viewers are in search of excitement, not facts.
They raised the question: Is the audience a victim of this decline in standards, or are they complicit in fueling this phenomenon?
Open Platforms
In this regard, Lebanese artist Leila Abdullah stated that with the proliferation of open platforms, fame is no longer exclusive to artists or skilled professionals; it is now accessible at the click of a button or a controversial clip.
She added: “Social media has become an integral part of an artist’s life. These platforms allow them to express themselves beyond their acting roles, helping convey important humanitarian or social messages they believe in, while also influencing the choices of certain producers and directors, particularly when they see actual engagement between actors and their audience.”
Leila believes that every artist should maintain certain boundaries and that while they may share simple moments from their life, they should keep personal aspects away from the spotlight to protect their privacy and mental well-being.
Grabbing Attention
Ali Jaber, Dean of the Mohammed bin Rashid School of Communication, remarked, “We are living in an age of attention economy, where the eyes of followers are a commodity. The more followers one accumulates, the greater the profit opportunities, whether from advertisements or sponsorships. This drives some to utilize any means necessary to capture attention, often disregarding the content or messages they provide.”
He added, “For some, the mobile phone becomes a cinematic camera, but the difference is that the script is hastily written, the directing is superficial, and the content serves merely as a tool to attract attention. A prime example is the repeated emergence of pointless challenges or fabricated scandals solely aimed at boosting viewership and achieving trends.”
A Pivotal Moment
Moenes Al-Mirdhi, Editor-in-Chief of Al-Balad newspaper in Bahrain, explained that the media is currently experiencing a pivotal moment between urgent content that captures attention and trends that dominate minds, often overshadowing the true story or verified news.
He affirmed that the UAE has managed to carve out a niche through the emergence of positive trends, such as advancements in space exploration and large-scale projects. This is the genuine role of media institutions, and he emphasized the need to activate journalistic platforms to disseminate positive news and collaborate with social influencers to achieve positive trends.
Meaningful Content
Dr. Jassim Al-Marzouqi, a psychological and family expert at the Women’s Renaissance Association in Dubai, believes that audiences are not entirely innocent; some are drawn to shocking or humorous content even if it is superficial, which encourages the repetition of such patterns. However, there is also an audience seeking meaningful and profound content, which often gets drowned out amid the noise of trends. He warned against the pursuit of trends, emphasizing the importance of fostering critical awareness among youth within this digital overload and encouraging them to be content creators rather than mere imitators, choosing engagement based on their convictions rather than peer pressure.
Trend Culture
Dr. Saif Al-Nayadi, Assistant Professor at Mohammed bin Zayed University of Humanities, stated that the trend culture, characterized by its superficiality and triviality, poses a danger to knowledge by prioritizing themes that lack value. He pointed out that social media has become a battleground for trends, essential for increasing viewership and profits through advertisements.
Furthermore, the obsession with social media has gained attention for the significant financial returns it can yield for some.
Youth Values
Dr. Rania Abdullah, Director of the Media and Communication Program at Al Ain University, highlighted that the proliferation of social media among youth has led to the spread of strange values in our societies, including an unrelenting drive to create trends.
She warned against the risks of this obsession, which can affect youth values and increase their boldness.
She added, “We must remember that true value resides within ourselves, in our achievements and aspirations, and we should be cautious not to fall into the trap of appearances or the pursuit of trends, but rather strive for self-improvement and contribute to building a better society.”
Shallow Content
Dr. Mervat Amin, an academic at the University of the Emirates, cautioned against the dangers of some individuals chasing trends with shallow content to attract maximum views, especially those associated with triviality, mockery, or bullying of others.
She suggested redirecting trends to become a driving force for positive change across digital platforms, utilizing them as a means to raise awareness about important social issues through awareness campaigns or volunteer initiatives, given that such trends can effectively influence people positively.
The Other Side of the Coin
Mohammad Ali Najafi, a psychologist in Dubai, stated that “trends” are not inherently harmful; in fact, they can serve as tools for awareness or entertainment. However, when they become a measure of social acceptance, they lose their value and become a psychological constraint. He emphasized that it is fine to follow, share, laugh, and engage, but it is crucial not to lose one’s identity or get swept away by the waves of trends.
Outside the Loop
Ahmed Abdel-Moneim confirmed that engaging with trends has moved beyond mere curiosity for many youth; it has become a means of affirming group belonging.
He said, “If I don’t participate in a trending topic, I feel absent from the scene. My friends talk about it, share it, and laugh about it, and when they ask me, I don’t want to seem like I’m living on another planet.”
Mariam Mohammed noted, “It’s not just a desire to engage, but a psychological need to belong and escape the stigma of being ‘behind’ or ‘digitally isolated.’ The issue isn’t with the trend itself, but with the mindset of chasing it blindly. Many youth share just to avoid being overlooked in their social circles, which is a form of unspoken pressure.”
She continued, “I understand that some trends are shallow or even offensive, but at times I fear being accused of being outdated or overly serious if I don’t comment or participate. The fear of rejection becomes stronger than my personal beliefs.”