What is the cute economy?
that are perceived to be cute.
Whileresearchersandjournalistshave shed light on this social media phenomenon, sharing cute animal photos is not new.
Over 100 years ago, photographer Harry Whittier Frees was creatingnovelty postcards of anthropomorphic animals.
Our research focuses on the specific but sizeable segment of the cute economy that circulates pet content.
Pet account managers humanize their fur babies visually by usingclothing, accessoriesor props.
They also humanize their pets textually, by providing them with a human-like voice.
Still, cuteness has a threshold.
She says its hard finding the balance there between, it being cringey and entertaining.
What does consuming and sharing cute content do?
Nurturing relationships: Cute content is shared because it depicts a relatable experience to its appreciators.
It also serves as a gift of care and a sign of closeness in a relationship.
We find that this gesture signals that the sender truly knows what warms the receivers heart.
Aspiring for a future: Consuming cute content can also be aspirational.
For instance, one of our interviewees hopes to adopt a dog when she moves to a pet-friendly building.
She is dedicated to following accounts that portray her aspirational lifestyle likeThe Golden Ratio.
For a cause: Cute content can also serve as a medium of change.
A creator or appreciator may share content toincrease awareness about a causeor to change the opinion of others.
Cute for good
Research has shown that watching cute animal videos isgood for our own mental health.
Society is fortunate that technology enables people to strengthen connections.
