The innovation of “posting” – just putting stuff on the Internet for others to see – is still much the same, years after the earliest forms of it. The standards are vague, the quality is variable, and its creators are often anonymous.
It makes sense if it fits in, in other words, which is along the lines of academic culture, and office life. “The lie isn’t the point, it’s the reactions, and the narratives that get built”, as a student once said to me, in a Freudian slip.
The other side are the credible, innovative “keyboard” orator’s who know how to make digital content, like videos, and that sort of stuff. It reaches a grateful audience, who also see it carries weight because of a personality behind it.
An example is ex-Number 10 advisor Dominic Cummings, who has over 58,000 subscribers. He carries the mandate of public service, and political life, over into his private work. He also writes about what interests his readers.