The Agony of Adoring Online Dogs

Norbert was practically a stuffed animal come to life. The three-pound mixed-breed internet-famous therapy dog dispensed joy simply by existing.

Julie Steines started posting photos of Norbert on Instagram more than a decade ago: of him volunteering at childrenโ€™s hospitals, nursing homes and schools; of him dressed as a wizard or a reindeer, wearing a beanie or a tie. His tiny pink tongue hung out of his mouth much of the time.

Soon you could buy plush toys in his likeness, with profits going to charity. His mission as a therapy dog, according to his website, was simple: โ€œto spread smiles, inspire kindness and bring comfort to those in need.โ€

It turns out that I, along with many of his nearly one million followers on Instagram alone, was among those in need. Any time I felt blue, Iโ€™d seek out his page for an infusion of happiness. And when I saw him pop up in my feed at random, a wave of endorphins flooded my brain.

When Norbert died last week, just shy of 16 years old, tens of thousands of comments and tributes poured in. โ€œMy family is heartbroken,โ€ Steines wrote as part of a lengthy announcement.

Pet content remains one of the last bastions of joy on social media. Norbert and many other beloved online dogs โ€” all blissfully unaware of their internet fame, or the internet at all โ€” cut through a digital landscape growing less hospitable by the day. As petty fights and bizarre bots increasingly overwhelm online spaces, I find myself following more dogs and fewer people.

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