The article features a character known as Señor Mayor, who feels lost in the rapidly changing cultural climate. He compares his life to a roulette game and expresses a reluctance to become stuck in old habits or mindsets. Adapting to modern trends, he finds solace in scrolling through Instagram reels instead of traditional media, highlighting the shift in entertainment consumption from television to short, viral content.

Señor Mayor becomes aware of the therians—young people identifying as animals—catching his attention as they appear in public spaces and media across Argentina. His initial reaction is one of confusion and discomfort, suggesting that these trends may be excessive or problematic. His wife tries to quell his concerns by suggesting that these behaviors are simply a form of ironic consumption, common in the era of social media where attention and likes take precedence over conventional norms.

As Señor Mayor recalls previous internet phenomena that started as ironic but took a more serious turn, he reflects on the implications of these trends. The narrative points to a broader commentary on the transformation of social interactions and identity in a digitally driven society, raising questions about authenticity and the impact of emerging social labels like therians on youth culture.