On TikTok, ‘Propaganda’ Lists Go Viral

Lip filler, people who aren’t cat people, the societal expectation for women to shave their legs, working a 9-to-5 job. On TikTok, users have recently begun lining up their dislikes and branding them with an eye-catching term: propaganda.

In thousands of videos, many of which are set to a snippet of Charli XCX’s “I think about it all the time featuring bon iver,” users present a list of things they have deemed “propaganda I’m not falling for.” With the context of only a few words of text on a screen, the topics span across genres, with common examples including milk (both plant-based and from cows), Labubus, artificial intelligence, politics, run clubs and the male loneliness epidemic.

Delaney Denton, 22, said when she first saw one of the videos she thought it was “kind of iconic” and was inspired to make her own, which now has nearly a million views.

“I think it’s putting a spin on things that just feel a little off in our society but aren’t necessarily propaganda,” Ms. Denton said of the trend.

The concept isn’t exactly new. Social media aficionados will probably remember the “in” and “out” lists that were an inescapable start to 2024. And people are often looking for new ways to classify their opinions, as is the case with the recent rise of “coded” language online.