A new film starring Lili Reinhart delivers a chilling and thoughtful look at the hidden human toll of keeping the internet clean. 'Clickbait', directed by Uta Briesewitz, is a restrained workplace thriller that plunges viewers into the unsettling world of a social media content moderator.
The Unseen Burden of Online Moderation
Reinhart plays Daisy, whose desk job is far from ordinary. As a content moderator for a social media platform, her daily work involves sifting through a relentless stream of videos reported for violating terms of service. Her computer screen floods with a horrific spectrum of content, from extreme pornography and political hatred to graphic accidents, each with disturbing titles designed to shock.
Fainting on the job is treated as a grim rite of passage among her colleagues. The psychological strain is immense, yet the expectation is to dispassionately classify and delete. The film highlights a critical moment when Daisy is reprimanded by her boss for removing a video of a suicide, which is argued to have 'news value'. This corporate indifference sets the stage for her breaking point.
An Obsession Born from the Feed
The catalyst for the plot is a particularly vicious video titled 'nailed it'. Amidst the endless torrent of digital trash, this piece of content—featuring what Daisy believes is real, non-consensual violence—latches onto her psyche. Unlike her colleagues and boss, who dismiss it as nothing special, she becomes obsessed.
Driven by a need for justice, she embarks on a quiet, personal mission to track down the perpetrator behind the video. The narrative cleverly explores her uncertainty, both about what she will do if she succeeds and why this specific clip, among thousands, has triggered such a profound reaction. This creates a compelling Gen Z 'Blow-Up' dynamic, echoing Antonioni's classic, where a protagonist may have witnessed a crime but grapples with its meaning and her role.
More Than a Procedural Drama
While the search forms the thriller's backbone, 'Clickbait' is equally invested in Daisy's character and her place in modern society. It scrutinises the alienating nature of her work and the emotional cost of absorbing the world's worst digital output. The film asks poignant questions about complicity, desensitisation, and the search for humanity in a deeply inhuman role.
Directed by Uta Briesewitz, known for her work on 'Severance', the film is a modest yet powerfully effective piece. It avoids sensationalism, opting for a tense, unsettling atmosphere that lingers. 'Clickbait' will be available on digital platforms from 19 January, offering UK audiences a timely and provocative watch.
