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Either coming from/fed by socially hyper-insecure people, or by noospheric agencies willing to profit from human aggregates (such as Cambridge Analytica, and else), with the help of non-human devices (bots), but there could be also a counterinsurgency scheme behind it, as it's useful to governments to both keep people divided and infighting while gathering big data on them. Facebook has done billions out of this already.

Representation politics used to be monopolized by monarchies, religions, big party machines, then sports teams, music bands and what else. Now social media's the arena (as opposed to "agora") and the planes of immanence are continuously produced, to a theoretical infinity, by highly-suspicious actors or MORAL ENTREPRENEURS (read on that) so that people are pushed into the gladiatorial abstraction of their own lives, for equally endless profits. Then there is the whole aspect of hyperreality... LARPing, assumed or not, as the abstraction being pushed back into the real world, which provides with the best material for analysis of how reification works.

In a way it's a huge democratization, in another way it's a private takeover of people's minds and bodies... so, late-stage capitalism, I guess.