I am looking for a term to describe the phenomenon where you may believe in or have an interest in a particular topic or subject but the weight of discourse surrounding it, the sheer mass of hype, means that you can no longer abide the actual topic anymore. It came up with my friend when the subject of David Bowie came up. She cannot abide him because of the sheer amoiunt of jabber surrounding him. I am the same with smoked salmon, I said. I don’t mind smoked salmon, you understand, but it is massively over-hyped. Sheer visceral irritation can make you renounce your usual positions. The issue of over-hype comes to my mind at the moment because of so-called Red Nose Day, a BBC initiative to raise money for children’s charities which entails, for example, the dressing-up of newsreaders as dancers and the outfitting of dancers as newsreaders. The rubbish surrounding it means that I don’t even have the time of day for the charity. It is a case of the form swamping the message. Although, fortunately, I did manage to evade the phenomenon in the case of Happy Valley, which had been massively trailed and praised and for once I managed to block my ears and just watch it. This exception apart, with information overload now predominant, the phenomenon which I shall call content drowning, will soon flood all output.

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