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The phenomenon discusses what İzzet does to become popular in the virtual world. İzzet, a medical school graduate, is a young man immersed in his own world. With no one around him, İzzet's only friend is the bird he keeps at home. İzzet, who avoids people and lives in his own world, can only socialize in the virtual world. Instead of pursuing his profession, İzzet turns to electronics and software, thereby gaining more control over the virtual world. The lonely man, who is happy to receive people's approval and admiration, has only one desire: to gain more followers on social media. Determined to become a phenomenon, İzzet decides to use an app and begins live streaming on social media using the app called Dürbün. With his sensational live streams aimed at gaining followers, İzzet embarks on a path with no return.