Got milk crates? Why people do stupid, dangerous viral challenges
unning up a perilously balanced pyramid of milk crates. Swallowing copious amounts of cinnamon, Benadryl – even laundry detergent. Another year, another viral “challenge.” This year, it’s the “Milk Crate Challenge,” which involves scaling a quivering mountain of plastic milk crates. But American Ninja Warrior, this is not. Most of the social media climbers end up in a bruised heap on the ground, or worse.
Historical stunt fad participants include these 35 college students crammed into a phone booth in 1959 and a 14-year-old who sat on a flagpole for 23 days in 1929.As long as there’s an audience capable of providing near instant feedback, people will continue to snort, ingest and crash into fleeting viral stardom.
Dangerous, faddish stunts have a long history that precedes social media by many decades, if not centuries. In the 1920s, people sat on flagpoles for days or even weeks on end, sometimes falling — or even dying — in the process. In the 1930s, it became a fad to swallow live goldfish, a practice that seems innocuous but often left people with lingering parasitic infections. In the 1950s, teenagers would try to break records to see how many of them could fit in a single phone booth.
Because of this history, Basch sees opportunity for public health professionals to embrace more of the communications tools that contribute to online virality — music, dancing, singing. “It doesn't need to be grim and victim blaming and difficult for people to comprehend,” she says. “The easier and more fun we can make it the better, but there's a line that we need to be sure we're not crossing.
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