‘No Context’ Twitter Accounts Build Community Online as Netflix Co-Opts Trend for ‘Sex Education’ Marketing

variety.com:

Ethan Shanfeld Ever since the dawn of social media, fans have found creative ways to obsess over their favorite TV shows — be it chat rooms littered with “Lost” theories; Tumblr pages dedicated to “Teen Wolf”; or “Game of Thrones” hashtags filled with millions of tweets during just one episode.A handful of years ago, the internet birthed yet another mechanism to interact with television: “no context” Twitter accounts.

True to their name, these profiles post captioned screenshots from popular series — from “Glee” to “Succession” — removed from the context of the show.There are no context accounts for series ranging from “The Sopranos” to “Queer Eye” to “SpongeBob SquarePants,” while 274,000 Twitter users follow a profile solely dedicated to Nick Miller (Jake Johnson) of “New Girl.” “The Office” alone has more than a dozen no context accounts, the most popular of which has over half a million followers.

Sometimes, the screencaps are just isolated moments from the show — think Kevin (Brian Baumgartner) spilling the vat of chili on the floor of Dunder Mifflin — but sometimes they’re placed in an entirely new context relevant to world events.Kaysi, a 24-year-old “Parks and Recreation” fan who runs @nocontextpawnee, tells Variety that many of her most popular tweets played on the 2020 presidential election.

During the recount, she posted a screenshot of Leslie Knope (Amy Poehler) saying, “Well, math is hard.” A day later, when Donald Trump had officially lost, she posted a meme of Donna Meagle (Retta) saying, “You’re fired.”“Abbott Elementary” writer and producer Brittani Nichols says no context accounts allow fans to “put their own spin” on their favorite series: “It gives the show a life of its own outside of traditional.