For whatever reasons (presumably the rise and rise of the smart phone and the smart arse) the .gif formatting of files and the cottage industry that goes with it must be booming right now. There someplace over the blue horizon in pleasantly decorated sweatshops, craftsmen and carftswomen with their craftrobots craft these marvellous forms of 3 second illusion so that the great (insert suitable country as necessary) public can keep themselves amused and entertained for a small period of time in between visits to coffee shops, bingo parlours and gymnasiums.
On a more serious note there is that strange stopping of time, the almost hypnotic effect where the loop runs on, like some golden drum beat or bass line that you never want to stop. Slowly you enter the groove, then you're snared and hooked, you're sucked in by the repetition and the mindless state that it produces. Everything; movement, colour, tone and expression runs in the short cycle that is the equivalent of a musical earworm or six McNuggets never being enough and twelve more are then required. A visual sugar hit. As it's an image it sears the mind, and as it's likely to be some impossible or imagined creation that makes no proper sense and doesn't belong in the real world the effect is even more compelling.
I have however learned to pull myself away, to resist and not to go where the pulsing beat and the flashing picture lead, that poison place of ruin and no return, it's easy you just click on the next one and graze elsewhere a little longer.
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