New Delhi, July 10 -- You're scrolling through Instagram. A video starts playing: someone mid-

sentence in a podcast clip, a movie scene, a news interview. Hovering in the

corner, superimposed over the video like Casper, the Friendly Ghost, is

another face, watching the clip alongside you. Smirking. Rolling their eyes.

Shaking their head before you've had the chance to form a thought of your

own. A little tile on the screen reads, "Stitch Incoming." You suspect a

takedown is on its way. The original video pauses at the most incriminating

part. Casper takes over, telling you what they think, and (implicitly) what

you should think too. Welcome to the world of reaction videos.

Shaikh Fardeen, co-admin of Mumbai-based Instagram meme ...