As new totems of this dominance of the phatic, let us cite trackbacks or retrolinks (which, by reversing the polarity of the links for the first time in the history of hypertext, largely contributed to disseminating the said phatic function and to making it one of the very first horizons of expectation of current digital writing). also mention the inescapable and perfectly totemic "poke" of Facebook. However, and as soon as this confrontation is part of a fairly broad collaborative process involving a significant number of people, we fall very largely back into the old and classic auctorial and editorial schemes.
Staggered” schemes in which the functions of image manipulation service representativeness and leadership are reaffirmed as essential . The presumed “wisdom of the crowds” is only the exercise of a digital democracy rigorously equivalent to the political system in which we operate. The only difference (of size) comes from its priming: the “leaders”, the “gurus”, the “publishers”, the “authors are not elected in a logic of representativeness by assuming a charge “by delegation”, but they are the promoters at the origin of their own promotion.
A promotion in the best case in the service of a project or a word, and in the worst case in the one and only service of a frenzied egotism. The others, all the others subscribe to it in the literal sense of the term . They write, publish, discuss, debate “below”, in the palimpsestic limbo of these new spaces of digital socialization. The phatic function no longer takes precedence. The “poke” becomes “private joke” again.” Personally, I felt this trend dawning on him for some time now.