"SCROLL THROUGH any social-media
feed, and before long a cute video will appear. Perhaps it shows a giggling
baby or a rabbit nibbling strawberries. A red panda might be throwing its paws
in the air, like a furry thief being apprehended, or a kitten may sit astride a
tiny motorcycle. The supply of these endearing clips is huge. On TikTok there
are 65m videos tagged #cute. The demand is even greater: those videos have been
viewed more than 625bn times.
Cute things are everywhere, not just
online. In Japan—where appreciation for all things kawaii is especially
keen—roadblocks come in the form of dolphins, ducks or frogs. Hello Kitty, a
cartoon, adorns everything from phone chargers to first-aid kits. In America a
puppy has advertised beer, and an endearing gecko helps GEICO sell around $39bn
in car insurance a year. In Britain a cartoon koala helps peddle toilet paper.
An interest in the adorable has long
been derided as girlish and frivolous. But cuteness has recently become a
subject of serious inquiry, inspiring scientific research, academic
literature—dubbed “Cute Studies”—and a recent book, “Irresistible: How Cuteness
Wired our Brains and Conquered the World”. A new exhibition at Somerset House
in London (pictured) also examines the ubiquity of cuteness in culture,
bringing together art, games and toys. Cuteness “has taken over”, says Claire
Catterall, the curator. “It’s infiltrated almost every aspect of our lives.”
What do humans consider cute? In the
1940s Konrad Lorenz, an Austrian zoologist, found that people are drawn to
babies with big eyes, a small nose and mouth and round cheeks, as well as a
pudgy body, short arms and legs and a wobbly gait. These traits motivated
people to nurture and protect babies, helping ensure their survival. Humans are
so drawn to these attributes that cats and dogs may have been bred to emphasise
those same features. Cartoon characters have morphed, too. For instance, Mickey
Mouse’s arms, legs and nose have shrunk since 1928, while his head and eyes
have become larger.
A study from 2015 found that
participants felt more energetic and positive, and less annoyed, anxious or
sad, after watching cat videos. Morten Kringelbach, a neuroscientist at Oxford
University, has studied the brain’s rapid reaction to baby faces: the
orbitofrontal cortex—a region linked with pleasure, among other things—is
activated within a seventh of a second. (Men and women are equally eager to
look at adorable infants.)
Cuteness is not a new obsession.
Japanese artists in the Edo period (between 1603 and 1868) painted puppies or
fashioned them out of ivory. Joshua Paul Dale, the author of “Irresistible”,
argues that the popularity of Cupids in Renaissance and Rococo art made winged
babies “the major expression of cuteness in Western art for three centuries”.
Technology has offered new ways to enjoy winsome things. Harry Pointer’s photographs
from the 1870s, on display at Somerset House, depict felines in
anthropomorphised ways, sitting on tricycles or in prams. As he added amusing
captions, he is credited as the inventor of the cat meme.
It was in the 20th century that
cuteness dug in its tiny claws. Walt Disney brought a parade of wide-eyed
creatures to cinemas across the world. (He apparently instructed his animators
to “Keep it cute!”) Japanese kawaii culture also went global, with the spread
of anime films and manga comic books. After the advent of mass production, cute
trinkets and toys became widely available; Sanrio, which owns Hello Kitty, has
$3.8bn in sales a year.
Then, with the internet, cuteness
became available on demand. People could watch and share amusing content of
their children or favourite animals at any time—in 2022 more than 90,000 videos
of cats were uploaded to YouTube every day. So voracious is the appetite for
cute content that in 2014, when Tim Berners-Lee, the inventor of the world wide
web, was asked what surprised him most about internet usage, he replied simply:
“Kittens.”
Cuteness has real-world uses. Lovot,
a doe-eyed companion robot with a button nose, is covered in sensors and
responds positively when cuddled. Such innovations may help combat loneliness among
the elderly. Policymakers, too, might harness the power of cute to nudge
people’s behaviour. Japan’s kawaii barriers are thought to reduce road-rage
incidents. Putting images on bins of sea turtles or dolphins trapped in rubbish
has been shown to reduce plastic waste. Mr Kringelbach says that cute babies
can encourage people to have empathy for demonised groups such as refugees. An
appreciation for cute things is a joy in and of itself, but it also “has the
potential to change the world”, he argues. How’s that for a cute idea?" [1]
1. Small but mighty. The Economist; London Vol. 450, Iss. 9383, (Feb 10, 2024): 76, 77.