How Some People Became So Averse to Hype

Our take

In a world where popularity often dictates cultural engagement, some individuals find themselves resisting the allure of what’s trending. Anna Holmes explores this intriguing phenomenon in her latest piece, “On Resisting the Hype.” She introduces the concept of “hype aversion,” a feeling that emerges when the excitement surrounding a popular show, like The Pitt, begins to feel overwhelming. Instead of being drawn in by the buzz, these individuals experience a reflexive pushback, opting out as a means of preserving their independence and individuality. Holmes argues that this resistance isn’t simply contrarianism; rather, it’s a thoughtful response to the pressure of societal expectations. When something becomes ubiquitous, it can transform from a source of joy to a burden. The act of avoiding mainstream sensations might not reflect disinterest but rather a desire to maintain personal taste and authenticity. It raises the question: when you choose to skip the latest blockbuster or viral sensation, are you truly following your instincts, or are you rebelling against the hype? In this edition of The Wonder Reader, we delve deeper into the complexities of cultural consumption, examining why some feel compelled to shun super-popular media. We also explore related topics, from the burdens of binge-watching to the nuances of FOMO. Join us as we uncover the layers of modern pop culture and the individual motivations that shape our tastes. Sign up to receive insights every Saturday morning.

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The more popular something gets, the less appealing it can start to feel. Take The Pitt: Suddenly, everyone’s watching it and everyone’s talking about it. At a certain point, the excitement starts to make you feel like you should be into it—and just like that, you don’t want to watch it anymore.

Anna Holmes calls this feeling “hype aversion”—not quite contrarianism, but a reflex against being told what to like, even indirectly. Popularity, after all, doesn’t just signal quality. It can also feel like pressure. When something is everywhere, opting out can start to feel like a way to hold on to your independence—to make sure your taste is still your own. What looks like lack of interest, Holmes suggests, may actually be something more deliberate: not rejecting culture, but resisting the “overidentification” with it.

So when you skip the show everyone loves, are you following your own instincts, or pushing back against the hype?

On Resisting the Hype

The People Who Shun Super-Popular Pop Culture

By Anna Holmes

The Pitt, Severance, Sinners, you name it: For some reason, the more hype something gets, the more likely I am to resist it.

Read the article.

Why Does Watching TV Feel Like Homework? (Just Me?)

By Shirley Li

Binge-watching has become a way of life, for better or worse.

Read the article.

Your FOMO Is Trying to Tell You Something

By Faith Hill

Maybe you are missing out. (From 2025)

Read the article.

Still Curious?

Is this the worst-ever era of American pop culture? An emerging critical consensus argues that we’ve entered a cultural dark age. “I’m not so sure,” Spencer Kornhaber wrote last year.
Why you can’t stop streaming Seinfeld. Or Frasier. Or Bones. In 2020, Sophie Gilbert wrote about the psychology of comfort TV.

Other Diversions

PS

My colleague Isabel Fattal recently asked readers to share a photo of something that sparks their sense of awe in the world. “I saw this on a cross-country bicycle trip in 2024. I was struck by the juxtaposition of the past and future right there on the side of the road. I might not have even noticed it if I had zoomed by in a car,” David C. writes.

We’ll continue to feature your responses in the coming weeks.

— Rafaela

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