It’s already started. No, not Christmas decorations before Halloween. Worse! No, not political ads for next November. Even worse than that. It’s the End Of The Decade lists.
These insipid forms of faux nostalgia have been spotted lurking on the pages of major sites in the past week, but soon they will be a deluge. Insert Imminent Ned ‘Brace Yourselves’ meme (one of the top 10 memes of the decade!).
- Best sports moment of the past decade!
- Best movie quotes of the decade!
- Best emojis of the decade!
- Best song lyrics of the decade!
- Where were you when something only mildly important happened in the past 10 years!
They soon will be filling your newsfeed like kudzu on an abandoned train line (one of the 10 best Complete PR lines to show sense of place of the decade!).
Let’s unpack this (one of the top 10 most-used motivational speaker phrases of the decade!):
The problem with these shallow forms of “journalistic” navel gazing is not that they exist, but that they multiply quickly and cover so much ground, lessening their intended impactfulness (one of the top 10 nonsense jargon words of the decade!). They are end-of-the-year stories on steroids mixed with 4Loko (one of the top 10 drink fads of the decade!). One minute you are scrolling your newsfeed of cat videos and next thing you know, you are watching a video of the 10 best cat videos of the decade.
Another problem is, they are not evil, if we’re being honest (one of the top 10 cop-out phrases of the decade!). They are enjoyable pablum. But one can only eat so much pablum before necessitating a switch to the Keto Diet (one of the top 10 food fads of the decade!) For media companies, they are easy stories to write and they are great clicks eliciting even greater engagement (two of the top 10 social media fad words of the decade!), so that is why you will see them soon and in many shapes and sizes. Just like fidget spinners (one of the top 10 fad toys of the decade!).
The only good thing about the onslaught of End Of The Decade lists is it typically happens only once every 10 years or so. Depending on your calendar.