When Pearl Sharma first watched a video of a woman whispering into a camera to get respite from a headache, she found herself in a different zone. She felt a tingling sensation coursing through her scalp as the woman continued talking, acknowledging her migraine problem and slowly affirmed that having a terrible headache is okay and “you are going to get through it”. The whispering came in a wave, like a warm effervescence, making its way down the length of her spine and leaving behind a sense of gratitude and wholeness. Pearl liked this feeling; however, she was unaware of the cause behind the same. It was completely distinct from anything she’d experienced before to heal her migraine.
So, who is this woman? A woman who doesn’t do anything interesting in particular. She just whispers in a mellifluous voice and makes seemingly random hand movements. Yet tens of thousands of people like Pearl get mesmerized by her.
If you are still in doubt about what is going on, I’d say it is the world of ASMR (autonomous sensory meridian response). Targeting the youth, dozens of video makers record themselves doing something as simple as whispering or not talking at all, producing some kind of sound to elucidate sci-fi role-plays, developing about time travel and demons, and thousands of viewers gobble it all up.
Let’s see what exactly these videos are all about.
What is ASMR and how does it influence Human Brains?
Coined in 2010 by Jennifer Allen, the term ASMR quickly gained attention, as people finally found a way of seeking pleasurable feelings. ASMR is a complex emotional state that some people feel as being triggered, after hearing whippers or seeing delicate hand movements. In short, ASMR involves personal attention, giving ‘tingles’ that run through the back of the viewer’s head and spine. However, some people feel relaxed, helping them to fall asleep.
For instance, Pearl Sharma, a Delhi-based CA aspirant, has been glued to ASMR videos since 2019, as she believes ASMR has improved her sleep cycle. The 20-year-old has been a victim of depression for several years and following her recovery, Pearl discovered that she gets panicked even when the matter is hardly concerning. Her sleep-awakening cycle got disturbed, leading to unbearable headaches. Until she was introduced to the ASMR videos, Pearl used to tune into meditative music to get sound sleep and never woke up with a heavy head.
“I’ve dealt with depression as early as when I was 10 years old, and the impact was long-lasting even though I recuperated from it. Consequently, I have always been anxious, sleep-deprived, encountered migraine,” said Pearl Sharma. “I listened to Sufi music and other meditative music to sleep soundly. However, it stopped working after some time. In March 2019, I had a terrible extended headache, and hence I was unable to sleep for 2 to 3 days. I started looking for remedies and discovered ASMR videos that promised to relieve headache.”
Although she didn’t prefer ASMR initially, it did help her not with the headache but certainly with her sleepless nights. After a while, Pearl noticed that she became addicted to ASMR, as she couldn’t help but listen to ASMR to fall asleep.
When asked why she always went back to YouTube and tuned into ASMR, Pearl replied, “ASMR helps me relax my body, muscles and brain, bringing peace and calmness, eventually leading to a satisfying sleep.
While some young adults follow ASMR to uplift their mood, some teenagers prefer Mukbang videos, as they find the eating shows funny yet satisfying.
Likewise, a 17-year-old boy, Gaurav Kamboj enjoys watching Mukbang (also pronounced as Meokbang) because of the sound the eaters of the show make. Mukbang is an eating show where people are spotted consuming various types of food in bulk while interacting with the audience. Emerged in South Korea in 2010, it has become a global trend, attracting young people like Gaurav, who is pursuing a Bachelors in Computer Application from Chandigarh University.
It’s been over one and a half years since Gaurav has been hooked on Mukbang videos, and he likes to watch on a daily basis. What has made him so addicted to Mukbang is “the relaxation he feels while watching and ordering food online after having an irresistible craving for the same food”.
Neetika, a fresh graduate from the Delhi University, not only calms herself down by watching ASMR as well as Mukbang videos but also educates herself about different cuisines across India. As a result, “I like following several YouTube channels like Eat with Boki and Hamzy among many, as I get to know about South Korean cuisine while having my mouth-watery (dishes).” Neetika said.
Viewers get the feeling of ASMR or Mukbang from several triggers. Wherein Mukbang is only about eating, ASMR has a wide range. Some videos come up with role plays in which someone gives close personal attention and whispers, while some creators explore incredibly mundane tasks like spraying a water bottle, tapping, getting a haircut, crinkling wrapping paper, and so on. People pick accordingly. While Pearl likes to watch out for the Vintage & Retro and Victorian era-related ASMR videos, Neetika and Gaurav prefer Mukbang videos. But none of them have an idea regarding their preference for particular videos.
When asked what satisfy them about ASMR and Mukbang videos that they spend several hours every day watching on Youtube, they were clueless. All of them said they check out the videos because they get the pleasurable feelings that cheer them up. It’s no wonder that they are having no idea because there is no science or research behind the phenomenon as of yet. The feeling people get while watching such videos is not sexual. It rather gives tingles and feelings of relaxation which is beyond having sexual sensations, some say.
Some neurologists presume that the ASMR is a type of seizure that can be pleasurable sometimes while a few believe that during the ASMR, the brain releases specific neurochemicals like endorphins and oxytocin. And these neurochemicals are the ones that induce such intense feelings of relaxation, especially when coupled with personal attention and caring gestures.
