Slavoj Žižek on “Kindness Videos,” Sentimentality, and How Media Can Make Us “Dumb”
In this essay, Slavoj Žižek reflects on the popularity of so-called “kindness videos” — short dramatic stories built around acts of generosity and emotional payoff. He argues that their sentimental appeal can briefly satisfy viewers while also distracting them from the social hierarchies, exploitation, and violence that remain in the background. For Žižek, the genre shows ideology at work in its purest form: a comforting narrative that encourages audiences to ignore the broader social structure or accept it as natural.
What Žižek means by “kindness videos”
Žižek describes these short, scripted videos as stories built around unexpected acts of compassion, often involving class contrast, hidden wealth, or a moral reveal. Their titles alone signal the formula: hardship, surprise, and emotional closure.
Why the format feels satisfying
He admits that such videos can be deeply emotionally satisfying, even for a hardened cynic. They offer a brief pause in a harsh world by portraying kindness as a small victory over exploitation, profit-seeking, and everyday violence.
The ideological problem
Žižek’s central point is that the format can make viewers overlook the social background that produces inequality. By focusing on personal warmth and moral recognition, the videos may make hierarchy seem normal rather than political.
Key takeaways
- Kindness videos use emotional storytelling to create a quick sense of moral relief.
- Žižek argues that the genre can obscure the class and power relations behind the story.
- He presents the format as an example of ideology working through sentimentality.
- The essay suggests that feel-good media can coexist with, and help normalize, social inequality.
Source: Slavoj Žižek, “BECOMING STUPID: KINDNESS VIDEOS, BLINKIST, DUANJU,” Substack (published 2026-09-26). Read the original: https://slavoj.substack.com/p/becoming-stupid-kindness-videos-blinkist Read the original post on Substack.