It features, funnily enough, character called Bill. He is a stick figure depicted doing something praiseworthy: cleaning his fingernails, washing his hands, putting the cushions away after Morning Talk – that sort of thing.
Yes folks: social media has come to this. People are now using it to treat each other like eight-year-olds.
At some point in the last year social media has become a kind of free range Singaporean government, if such a beast can be imagined.
Not only are you pulled up for using the wrong metaphor, (columnist David Slack attracted much tut-tutting for using the Salem witch trials as a simile in a column on the weekend) but there are now these annoying little poster-ettes which urge correct behaviour upon us all.
And we’re doing it to each other. It is not some centralised bureaucracy in a government, not some overbearing religious leader or assembly doing this.
The finger wagging, the bossy boots: it is all now being crowd sourced.
The only sensible, rational, spirited response to any of this hideous, overbearing bossiness is a hearty raspberry – and failing that, a full throated PISS OFF.
I love social media and its capacity to share views, facts, ideas, humour and philosophy.
It should be – as previous revolutions in communication have been – channels to widen and deepen the spread of ideas.
But this is turning into a narrow avenue of mean spiritedness, spite and self righteousness.