Some people believe that as a social species, we humans like to look for approval of our actions and beliefs within our social circles. We often make friends with people with similar interests or sense of humour. Perhaps when we post online, we’re trying to echo the same kind of chat that we have with friends: jokes, gossip, our reactions to events etc.
However, sometimes jokes can fall flat. We might express ourselves less well than we would in conversation, and someone somewhere who doesn’t like what we’ve posted may criticise it and share it more widely
© University of Leeds
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