One difference between the Extremely Online and the Normal is awareness of how you Ought to feel about things: constant immersion in conversations about conversations, fitting everything into its slot in the culture. A few examples:
A few years ago an earnest, liberal friend of mine was looking for books to listen to on a road trip and came up with 12 Rules For Life based on a bestseller list, with neither awareness or interest in awareness that he “should” regard Jordan Peterson and by extension the book as Problematic.
My family came across The Big Bang Theory and had a great time watching it and relating to the main characters, wholly unaware that the common online wisdom was that it was “nerd blackface” they should disdain. My dad learned about Ben Shapiro via YouTube recommendations a few months and told me Shapiro reminded him of me because we both like to argue about, well, all of this.
One of my professors introduced the Implicit Association Test to my class as a fundamentally true and useful concept, imagining a world in which judges were trained using it, with neither students nor even the professor particularly aware of or interested in the heated debates that swirl around its use and validity.
The closer you get to a subculture, the more you realize its deep-running feuds, common wisdom, and conversations behind conversations. You know which podcasters hate each other and why, or which TV show directors are insufferable online, or the specific people journalists will turn to for positive or negative takes on any given subculture.
Even if you push back against the received wisdom, you can’t help but be influenced by it. Peterson can never just be Jordan Peterson, advice book author, when you see his tweets. Your mind fills up with layers and layers of accumulated trivia preventing you from simply experiencing things as themselves. You retreat a layer back, always vaguely aware of how this or that will be perceived. You become acclimated to a peculiar and opinionated culture, one that thinks it knows something about everything such that experiencing the things themself begins to feel almost redundant.
I have no interest in valorizing either group here, though it’s clear which path I’ve taken. The key to me is that, wherever you stand on the continuum, it becomes hard to really internalize just how things look from the other side.
No matter how controversial or “discredited” someone or something feels in one or another online circle, no matter how much history is built up, most people most of the time will simply treat them as equivalent to their two or three most visible works—whichever those are. All the rest falls away as only so much noise.