The 'Empty Content' Phenomenon: How a Japanese Phrase on X Reflects Modern Communication

On the social media platform X (formerly Twitter), the phrase “中身がない” (nakami ga nai), meaning “lacking substance” or “empty,” has been trending across a wide range of user posts. This phrase is used in diverse contexts, from criticizing frivolous remarks and actions to self-perception and even interactions between idols and fans, highlighting various perspectives on modern communication and values.

Most notably, “lacking substance” is used as a critique of others’ words and behaviors. Many users are sounding the alarm against speeches and discussions that are lengthy but unclear in their main points – for example, the verbose and often nonsensical communication style derisively called “Ogajun-kōbun” – or long tweets that are “all momentum and no substance,” made easier to produce with the spread of AI. These users point out a tendency to prioritize emotions and superficial “insta-worthiness” over facts, or highlight political arguments that lack logic, warning that such communication leads to “repeating the same folly again and again.” Furthermore, harsh opinions are directed at self-centered, condescending attitudes and shallow personalities, with comments like, “They just look like pathetic, shallow people who lack substance.”

Conversely, the phrase “lacking substance” is also used in the context of more personal feelings and self-perception. Some users express self-deprecatingly, “I understand because I also lack substance. I’m not really thinking; I just want to live by my senses.” Others post, “I can only laugh, just like my empty self,” likening themselves to an “empty rose bottle.” These examples reflect an acceptance of one’s imperfections and a prioritization of internal sensations over external evaluations. Phrases like “the miso soup of the heart,” which at first glance seem profound but are then pointed out as “words lacking meaning or substance,” prompt reflection on the true value of language.

Particularly noteworthy is the reaction from fans after Leo, a member of the popular idol group “Knights,” posted, “I was scolded for my posts lacking substance.” Numerous warm comments followed, such as, “It’s cute that he was scolded for lacking substance,” and “It’s fine!!! Any post, even if it lacks substance, makes me happy!!!!” His response, “Probably!” also garnered positive feedback: “The way he seems to apologize but isn’t actually reflecting at all is so typically Leo.” This instance illustrates a facet of modern fan culture, where deep meaning or extensive information is not always required; the character’s personality and very existence hold value for fans.

The seemingly negative phrase “lacking substance” can, in the vast space of SNS, become an object of criticism, but also a catalyst for fostering empathy and affection. This trend, amidst the information overload of contemporary society, poses multifaceted questions to us: what is essential versus what is superficial, and what do people truly seek in communication?

The context

X is the social media platform formerly known as Twitter. A “trending” topic indicates a subject that is currently popular or frequently discussed by users on the platform.

The term “Ogajun-kōbun” (オガジュン構文) refers to a particular style of communication prevalent in Japanese online culture. It describes speech or writing that is verbose, convoluted, and uses many words but ultimately conveys little actual information or a clear point, often perceived as evasive or rhetorical. It's named after a specific individual known for this style.

“Insta-worthiness” or “映え” (hae) refers to the visual appeal of something, often implying that it looks good in photos or videos shared on social media, prioritizing aesthetic superficiality over deeper content.

“Knights” is a popular idol group featured in the Japanese multimedia franchise “Ensemble Stars!”, particularly well-known in Japan for its music, games, and anime. Leo is one of its prominent members, and his interaction with fans, as described, showcases the unique bond between idols and their fanbase in Japanese pop culture.