Emergent propaganda.

Thus the very common type of Twitter user who expresses himself or herself almost completely in hashtags: pre-established units of affiliation and exclusion.

And yet — Russian bots and political operatives (who have turned themselves into bots) aside — social media lack the planned purposefulness intrinsic to propaganda. So they must be a different kind of thing, yes?

Yes and no. I think what social media produce is emergent propaganda — propaganda that is not directed in any specific and conscious sense by anyone but rather emerges, arises, from vast masses of people who have been catechized within and by the same power-knowledge regime. Think also about the idea I got from an Adam Roberts novel: the hivemind singularity. Conscious, intentional propaganda is so twentieth century. The principalities and powers are far more sophisticated now.

–Alan Jacobs, propaganda and social media

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