They are the children of the copy editor, the public editor, and the paperboy. Instead of grammar and style, this new breed of editor crafts online tone and relationships with readers. Web traffic and, if subtly, advertising dollars depend on their work. Together, their efforts help tear down a perception that the media is declarative and deaf to how readers interact with its work.
Parents are instructed to yawn frequently, emphasise certain words and speak in a slow and calm voice when reading words in italic. Although it has pictures, children are asked to just listen rather than read.
For a certain point on the timeline of music discovery, quality wasn’t a defining factor. In the dawn of mp3 players, the big draw was the amount of music you could carry with you. “Your entire library in your pocket” is how Steve Jobs put it when he introduced the iPod in 2001.
Not in the sense of supernatural entities, but in natural superhuman entities, sometimes called egregores. Egregores are made up out of people, but aren’t people. They aren’t controlled by a personality, but by a sort of zeitgeist of vague desires and hatreds.