India, March 5 -- Over the past few years, there has been a noticeable rise in so-called "cringe content" across social media platforms and online spaces. It refers to intensely awkward, embarrassing, or uncomfortable content to view or engage with. Cringe content elicits a visceral reaction of discomfort and secondhand embarrassment in those who view it. Cringe content plays a significant role in the formation and evolution of online subcultures.

The internet allows specific provocative, awkward, or embarrassing content to be rapidly disseminated and discussed within niche communities. Sharing in the discomfort of cringe content can act as social glue for online subcultures, providing a common reference point and in-group cohesion. Reac...