The Salt Bae Viral Videos Are Television Outside of Time

Why TikTok viewers may be fascinated by a celebrity chef performing the same old tricks

An artistic rendition of Salt Bae and a customer from a recent viral video
Salt Bae and the customer, a modern classic on TikTok — Art by bunny0jr

Fifteen years ago I started to study YouTube content and web television. It was at the dawn of a new era. New formulas, new characters, experimental television, no more gatekeepers! However, for the most part, web television…

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Digital culture expert and meme scholar. Cultural and Media Studies PhD. Internet studies educator: social good, civic engagement and digital literacies

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Jamie Cohen

Jamie Cohen

Digital culture expert and meme scholar. Cultural and Media Studies PhD. Internet studies educator: social good, civic engagement and digital literacies

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