The Social Media Spectacle

Combining danger and risk to make viral content

Content creators want danger, near misses and spectacle because they know they lead to views, and in the social media world - clicks are revenue. So how will the content creators view the Council's new speed humps? Will they really modify the behaviour shown below? Will they slow down the 4x4 in the first clip below - the one that nearly took out the cyclist?

In these clips - taken from two videos (from content creator Tom Sunderland), but drawn at random from the multitude available on a variety of social media platforms - you will see dangerous driving putting spectators and other road users at risk. Children playing in the stream as vehicles career past, totally oblivious to the danger and risk; inches away from serious injury or death.

Often the same cars, repeatedly going through the ford. Back and forth. Back and forth. Day and night. Creating content.

Watch them through, then ask yourself, is our scenario on the website landing page exaggerated? Unlikely to occur? I think any sane person could reach only one conclusion. It's a surprise it hasn't happened before.

The "Launch Pad" Effect

The Council's main weapon against YouTube and TikTok-driven dangerous driving - the main weapon in their so-called "comprehensive plan" - is a series of 75mm road humps. For an exhibitionist, these are not deterrents; they are stunt ramps, just another hazard to overcome, another prop to use on their stage.

In these videos we see children playing in the river, dicing with death and they didn't even know it. If we consider the Council's new proposal, the speed hump on the eastern side of the ford would send a speeding vehicle straight into them. Take a look at our web page highlighting the real risks - the battered blue car would have passed directly over where those children were standing. Do you still think the risks are being exaggerated? Who will attend the coroner's court - the Head of Highways? The Portfolio Holder? The Head of the Council? Who will take responsibility for their crass decision?

Going Viral

2020: The Lockdown Origin The "circus" was initiated by YouTuber Ben Gregory during the first Covid lockdown. He began filming vehicles attempting to cross as ford levels rose, capturing the watery death of engines.

2021: Mainstream Draw More content creators emerged, drawn to the site, realising the revenue potential of "the fail" and stranded car.

Mid-2022: Declining Behaviour & Sabotage As competition for clicks increased, behaviour worsened. Creators tampered with signs and bollards when the ford was flooded to lure unwary drivers into deep water. Then they started to trespass, to damage residents' property, so they could dam the river to raise water levels at the ford. On one occasion the sluice gates at Rufford Lake were opened — causing ecological mayhem — in a vain attempt to cause a flood.

Late 2022: Intimidation & Escalation Behaviour deteriorated more. Hoardes descended to the ford every weekend from miles around, some intimidating and threatening residents. No longer was this the realm of a sole YouTuber waiting patiently for the next flood, then filming what unfolded, this new brand were 'creators' in the realest sense. Filming, performing, taking whatever risks were necessary to keep their TikTok and YouTube views going.

December 2022: The Final Straw Despite the presence of police response cars, the dangerous theatre continued until the film of a motorcyclist crash went viral. Knowing a serious or fatal accident was inevitable, the police asked the council to close the road. With the road closed, the stage was removed; the creators dispersed, and the danger disappeared.

So where will we be if the ford reopens

If the council move ahead with their nonsensical plan—and let's face it, if the widely voiced opinion of the Council leader is anything to go by, this isn't a consultation; it's just a legal hurdle to jump before they reopen the ford next year—then they will no doubt expect the police to deal with the consequences.

Skilled officers will be diverted from crime prevention to act as stage managers for a stunt show. They originally asked for the ford to be closed because they knew they couldn't police it permanently.

A Predictable Tragedy

It was only the actions of the police demanding closure of the ford that stopped a tragedy. And now in an incredible and misguided u-turn, the council want to reopen the stage for the content creators. Why? Because safety was inconvenient and with some unpopular. Let's hope they realise the folly before it's too late, shelve their 'comprehensive solution', and stick to the original plan of permanent closure. That's the only logical approach to this digital-age danger.