How To Approach Online Culture

The following is a summary of my 2023 SXSW Talk: Movements > Trends. Here’s Part II.

Firstly — there is no such thing as “online culture” vs. “culture.” That’s the digital dualism fallacy kicking in.

It’s just one in the same.

But for the sake of common understanding — “online culture” in this instance is the fast culture memeified online discourse, which organizations are too often obsessed with.

It’s a shift that occurred ~15 years ago.

2007 was a monumental year for marketing.

Facebook introduced Pages.

Brands suddenly looked exactly like our friends.

They weren’t.

But nonetheless, brands saw the opportunity. And it was a glimmering one.

“What do we have to do or say to feel like a friend?”

Ever since the 00’s, brands have been seeking out material and excuses to join in online discourse across social — the perceived “hotbed” of culture.