a couple cutting their wedding cake© Photo: Shutterstock Two days ago, Ryan Reynolds trolled his wife, Blake Lively, by Instagramming an unflattering picture of her. For the record, Lively was supposed to look bad: She was dressed up as a heroin-addicted prostitute for her upcoming movie, The Rhythm Section. But that didn’t stop it from going viral, as the Internet declared them, yet again, as the ultimate in #CoupleGoals.

Reynolds and Lively have a long history of poking fun at each other in super-public ways. Earlier this summer, the Deadpool actor tweeted a picture of the Gossip Girl ingénue for her birthday–with half her face cut off. Lively did the same, two months later—“Happy Birthday, baby,” she wrote, except the image was 10 percent Reynolds, 90 percent Ryan Gosling.

This Marriage Advice Should Be Required Reading For Newlyweds

  This Marriage Advice Should Be Required Reading For Newlyweds There’s nothing quite like the blissful, magical honeymoon phase. But when you finally come back down to earth, there are some practicalities you and your new spouse will have to face. 

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Hollywood pranks aren’t exactly a new phenomenon. Ellen DeGeneres, for one, has scared guests on her talk show for years. But what Lively and Reynolds do is more nuanced than a prank. Prankers prank anyone and everyone, à la Ashton Kutcher and his erstwhile show. Lively and Reynolds, husband and wife, are targeting each other again and again. They’re . . . spouse burning.

<p>Coffee and food are 100 percent involved.​</p> 10 Signs Your Partner Is the World's Best Spouse

Spouse burn: When one half of a couple publicly and intentionally embarrasses or tricks the other. Classic spouse burners? Chrissy Teigen, who routinely roasts John Legend on Twitter. Justin Timberlake, who loves to photobomb Jessica Biel on the red carpet. Jesse and Jeana, aka BFvsGF, who got more than 9 million YouTube subscribers by making hundreds of videos pranking and humiliating each other. (It may have gotten to them—they split in 2016, although BFvsGF remains active. The real question, though, is how Jeana stayed with him for more than two years after he faked the death of her cat.)

This Marriage Advice Should Be Required Reading For Newlyweds

  This Marriage Advice Should Be Required Reading For Newlyweds There’s nothing quite like the blissful, magical honeymoon phase. But when you finally come back down to earth, there are some practicalities you and your new spouse will have to face.&nbsp;

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When did all this public marital making-fun start being a “thing?” The catalyst, it seems, was in 2008, when Sarah Silverman appeared on her then-boyfriend Jimmy Kimmel’s talk show. Her bit? A music video to the song, “F*@#ing Matt Damon,” in which she told her boyfriend that she was, well, getting intimate with Matt Damon. It got picked up on blogs, on entertainment shows, on Facebook pages, and Tumblrs. It racked up millions of views on streaming sites. It won an Emmy. It was so popular that it got an entire section on the Jimmy Kimmel Live! Wikipedia page.

Silverman’s work is no doubt a blueprint for all this Hollywood ribbing. She showed that creative teasing not only makes a celebrity seem more relatable—celebrities, they tease their significant others, just like us—but can also enhance a career. If done right, it creates an avalanche of positive publicity and converts new fans and followers. It’s no coincidence that the world’s premier “Internet couples”—or, universally beloved pairs on the World Wide Web, like Teigen and Legend, Lively and Reynolds, Krasinski and Blunt, and, until recently, Pratt and Faris, often openly make fun of each other. It’s also probably really fun for celebrities, who don’t get to let their hair down in public that often.

The Surprising Link Between Marriage and Heart Health

  The Surprising Link Between Marriage and Heart Health <p>People in marriages that steadily get stronger have lower cholesterol and healthier weight than marriages that stay the same, according to a new 16-year study.</p>People in marriages that steadily get sweeter have lower cholesterol and healthier weight than marriages that stay the same, according to a new 16-year study. But both were preferable to marriages that got worse: couples in them were more likely to develop high blood pressure later in life.

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See the video on YouTube.

But, ah yes, the Internet. That’s also worth talking about. Because just as “spouse burning” entered the cultural fold in 2008, social media cemented itself. That year, Facebook reached 100 million users. YouTube, after a sale to Google two years earlier, made an estimated $200 million in revenue, up from a “minuscule amount” the year before. Twitter, which was still considered a start-up, went from 500,000 unique monthly visitors to 4.43 million, a 752-percent growth.

This had the obvious effect on Silverman’s video—it spread faster, therefore more people saw how funny it, and the whole concept of spouse burning, was. But there was also a less evident aspect.

Those mid-aught years were the ones where everyone—not just cool teens and early adopters—got on social media. And, when social media became less of a niche platform and more of universal one, the “keeping up with the Joneses” phenomenon took hold: Facebook wasn’t a place for weird posts, it was a place for perfect ones, where all 987 of your “friends” could see how great your life was. This was especially true in the celebrity sphere, where image maintenance was everything. Suddenly, famous feeds were all glamorous parties and glamorous outfits and glamorous lives (and the occasional movie/album promotion).

Couples are ditching traditional bridesmaids and groomsmen, and we’re here for this new wedding trend

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That perfection obsession, thanks to the addition of Pinterest and Instagram, is only stronger today. But when authenticity became a rarity, it became that much more powerful. That’s why people love the Instagram account of Britney Spears or the Twitter feed of James Blunt. When off-the-cuff images or comments come from the supposed goalposts of this Stepford-wife Internet world, it shatters an exhausted illusion. We love it.

Why Google Maps's Latest Feature Was Harmful—Even If It Got Users to Walk More

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A second important behavior pattern exhibited by maritally distressed couples is the demand-withdraw pattern, in which one spouse pressures the other High levels of positive behavior in problem-solving discussions also mitigate the effect of withdrawal or disengagement on later marital satisfaction.

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There’s no doubt that Blake Lively and Ryan Reynolds spouse-burn each other because they think it’s funny. But they also likely do it because they know we, their fans, like it—literally like but also favorite and retweet and comment “Slaaaay.” Playfully teasing their husband or wife while charming their fans? Now that’s killing two birds with one joke.

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