...New Words You Need to Know to Understand the Web
summary
Defines a handful of operational terms and makes testable claims: flow describes stream-based attention and sharing on Twitter/Facebook; a face avatar measurably boosts trust and context; phatic grooming (small talk) creates ambient intimacy that matters for retention; asymmetric following enables parasocial connections; small-world links make viral spread fast; retweets introduce alien faces that often expand in-groups; tumbling/bridgers intentionally connect out-groups to rebuild overlapping publics.
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