The Bite Magazine - Autmn/Winter 2020 - Issue 28

bitesocialmedia T he terminology ‘hype culture’ has been around for a while now. It was defined in an online post by Aline Sluis of Bagpipe Online , a student-run newspaper at Covenant College, Cardiff, in Wales in October 2017 as “essentially a term used to describe a generation obsessed with finding the next big thing. It is a culture bent on excitement and adrenaline— almost to the point of self-exhaustion. Hype culture bleeds into all societal circles in some way, shape or form.”