internet cultures The internet now as a representative of mass culture, a conglomeration of special interest areas and personally curated feeds of more and less ubiquity Popular culture now looks like what? ‘Relatable’ content based more or less on certain lifestyles The concept of ‘viral’ in the early years meaning everyone internet connected saw it, vs now. The power of cookies, stored data, analytics, targeted advertising forming not a mass hive mind of indoctrination but actually specialising and specifying people into isolation. Mass control of content by corporations use to over generalise which isolated outsiders but now it bands outsiders together, which can be both beneficial and harmful Incredibly specialized niches in reddit forums and other special-purpose sites and forums Locality/community? Community Facebook pages and Marketplace, ‘Nextdoor’ type apps community guidelines parasocial relationships personal branding, aliases, avatars, multi-identity, relatability cultural exchange ...