Over the last decade, it has become a common experience to be using a social media app, and to perceive that app as saying something specific to you. This manifests in statements like “Twitter thinks Rudy Giuliani has lost his mind”, “Facebook is up in arms about DEI”, “Instagram is going crazy for this new water bottle”, “BlueSky loves this bigoted substack”, or “Mastodon can’t stop talking about Linux”. Sometimes this will even be expressed with “the Internet” as a metonym for the speaker’s preferred social media: “the Internet thinks that Kate Middleton is missing”.
However, even the smallest of these networks comprises literal millions of human beings, speaking dozens of different languages, many of whom never interact with each other at all. The hot takes that you see from a certain excitable sub-community, on your particular timeline or “for you” page, are not necessarily representative of “the Internet” — at this point, a group that represents a significant majority of the entire human population.
If I may coin a phrase, I will refer to these as “Diffuse, Amorphous, Nebulous, Generalized Internet Takes”, or DANGITs, which handily evokes the frustrating feeling of arguing against them.
A DANGIT is not really a new “internet” phenomenon: it is a specific expression of the availability heuristic.
If we look at our device and see a bunch of comments in our inbox, particularly if those comments have high salience via being recent, emotive, and repeated, we will naturally think that this is what The Internet thinks. However, just because we will naturally think this does not mean that we will accurately think it.
It is worth keeping this concept in mind when participating in public discourse because it leads to a specific type of communication breakdown. If you are arguing with a DANGIT, you will feel like you are arguing with someone with incredibly inconsistent, hypocritical, and sometimes even totally self-contradictory views. But to be self-contradictory, one needs to have a self. And if you are arguing with 9 different people from 3 different ideological factions, all making completely different points and not even taking time to agree on the facts beforehand, of course it’s going to sound like cacophonous nonsense. You’re arguing with the cacophony, it’s just presented to you in a way that deceives you into thinking that it’s one group.
There are subtle variations on this breakdown; for example, it can also make people’s taste seem incoherent. If it seems like one week the Interior Designer internet loves stark Scandinavian minimalism, and the next week baroque Rococo styles are making a comeback, it might seem like The Internet has no coherent sense of taste, and these things don’t go together. That’s because it doesn’t! Why would you expect it to?
Most likely, you are simply seeing some posts from minimalists, and then, separately, some posts from Rococo aficionados. Any particular person’s feed may be dedicated to a specific, internally coherent viewpoint, aesthetic, or ideology, but if you dump them all into a blender to separate them from their context, of course they will look jumbled together.
This is what social media does. It is context collapse as a service. Even if you eliminate engagement-maximizing algorithms and view everything perfectly chronologically, even if you have the world’s best trust & safety team making sure that there is nothing harmful and no disinformation, social media — like email — inherently remains that context-collapsing blender. There’s no way for it not to be; if two people you follow, who do not follow and are not aware of each other, are both posting unrelated things at the same time, you’re going to see them at around the same time.
Do not argue with a DANGIT. Discussions are the internet are famously Pyrrhic battles to begin with, but if you argue with a DANGIT it’s not that you will achieve a Pyrrhic victory, you cannot possibly achieve any victory, because you are shadowboxing an imagined consensus where none exits.
You can’t win against something that isn’t there.
Acknowledgments
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