Who is your favourite cat on the internet? Have you seen that lady who is slowly turning her cat’s fur into yarn? What about the TikTok of those kittens obsessed with Bluey? Or the cat who loves to skateboard on YouTube? Actually…why are there so many, many cats on the internet?

We could ask Ethan Zuckerman, a former MIT professor, who coined the cute cat theory of digital activism. His concept explores the idea that most people aren’t interested in activism; they don’t want to open the internet and become overwhelmed with politics.