Pandemic 'Treat Brain' Threatens Transformative Art Experiences

The pandemic has accelerated a cultural shift toward 'treat brain,' a term coined by Imogen West-Knights in an FT article last year to describe comfort-seeking behaviors that justify existence during ongoing crisis. This phenomenon, rooted in a pathological aversion to disagreement identified by B.D. McClay, manifests in reviewing trends where even poor content is accepted as 'all we deserve.' The cultural inability to tolerate discomfort is illustrated by reactions to Jeremy Strong's method acting on Succession (2018-) and a Michelin-starred chef serving citrus foam in a plaster cast of their mouth. Søren Kierkegaard's 1845 concept of 'leveling' describes how modern media society reduces everything to the lowest common denominator through envious spectatorship. Maggie Nelson recently faced criticism for reiterating that art should be challenging, while Alison Rumfitt's 2021 novel Tell Me I'm Worthless exemplifies the type of unsettling work that should be embraced. The prevalence of easy thrills threatens transformative artistic experiences, though hope exists in eventual boredom with hollow treats, as personal anecdotes about abandoning weekly takeaways suggest. The pandemic's lingering effects, including persistent health posters and mask-wearing conventions, maintain a state of limbo that reinforces these behaviors.