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Cool about cringe: Content creators tell us about their creative processes and battling criticism on social media
Updated On: 25 May, 2022 10:32 AM IST | Mumbai | Shriram Iyengar
While Dhinchak Pooja’s latest single is being called out as peak cringe on social media, we talk to influencers to understand the term and why it is necessary for the creative process

A frame from singer Dhinchak Pooja’s latest single, Ek or selfie lene do
Every artiste or creator experiences imposter syndrome. They battle the crushing anxiety of not knowing whether their work is good enough. In a world of curated social media feeds and snarky comments, it can be difficult for new content creators to share their work in a public space and face the criticism that follows. Some, like Dhinchak Pooja, shake it off and keep going. While her latest single, Ek or selfie lene do, which released earlier this month, is being trolled, the singer herself is basking in the glory of another viral hit.
Yet, as singer Taylor Swift called it in her recent convocation address at the New York University, cringe is unavoidable. “Learn to live alongside cringe. No matter how hard you try to avoid being cringe, you will look back on your life and cringe retrospectively. Cringe is unavoidable over a lifetime,” Swift exhorted the gathered students.
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