Many people who interact on so-called social media express confusion about the behaviour of their interlocutors. Besides the on-going friendly chatter, there is a number of “polarizing” issues in the context of which a single “like” or a couple of lines might spiral out of control. While there are certain names – like Rowling or Kimmel – whose mere mention might be taken as tantamount to “taking a side” and hence be causing outrage, there is a vast number of smaller occurences or patterns that might be less charged but equally perplexing. I’m thinking of unexpected outbursts or insults or even more low-key issues such as inappropriate forms of address. What’s going wrong in such situations? While there are many helpful explanations of specific forms of communicative failures, I’m still thinking there might be a fairly general problem related to the way we engage as readers (and writers) in such situations. As I see it, we commonly underestimate the differences between spoken and written language. Let me explain.
Online communication consists neither solely in spoken nor solely in written language. Rather, it yields a hybrid sometimes called fingered speech. This hybrid is at once attention-grabbing, like most spoken language directed at a definite interlocutor or audience, and randomly targeting whoever cares to pay attention, like much written language (messages to specific people aside). In a spoken exhange, the speaker commonly starts the conversation by making the topic relevant to the hearer. (Deidre Wilson and Dan Sperber have worked this out in detail.) I might, for instance, tell you that it’s raining. But I wouldn’t do it just so. Normally, I would do that only if I knew that you’re intending to go out or that it’s relevant to you in some other way. Not so in written texts. A treatise or a news report on a subject matter is of course targeting an interested audience, but normally it isn’t targeting anyone in particular. By contrast, much online communication has traits of both: the written form in an open forum comes with the authority of relative permanence, visibility, references, perhaps comments, and targets no one in particular; yet, many features of online posts, like the (seeming) spontaneiety, speed, informal tone, specific references etc. make it seem much more context-dependent and even personal. Seemingly, there is “someone like you”, i.e. someone scrolling on their device and adding to “the conversation”.
For those (like me) socialized with written and spoken language as distinctive forms, this creates a paradox: If you’re scrolling, the items you see are signalling relevance (as in spoken conversation) but they are usually not directed at you personally (as in many kinds of written text or adverts). Being socialized with news outlets and advertising, this is familiar to most of us, but online communication adds an extra layer because many social media posts have properties that are typical of highly context-dependent and personal communication. This paradox runs deeper than might meet the eye. On the one hand, it seems to be the context-dependence and personal features that draw us in. On the other hand, the written online text comes with special affordances such as likes or favs and comments that signal status, the relation to certain in-groups or out-groups (Alex Davies calls this bystander information.) and hence might be welcoming or alienating, independently of what is said in a particular post. This paradox also has a political dimension: On the one hand, the illusion of fairly personal communication seems to create a safe space in which you can safely lurk or reach out. On the other hand, this “safe space” allows us to be monitored by stakeholders in often undesirable ways. Despite these facts, the interactions take place in the (seeming) privacy of our own homes or phones, where communication seems targeted, intentional and personal.
If this is correct, much of our confusion resides in the vastly different expectations that we associate with written versus spoken language. Depending on the further development of the related technologies, many of the confusions in online communication might pass sooner or later, but for the time being, the hybrid of fingered speech confronts at least some of us with a lacking literacy. Approching such speech with the sensibilities of diligent academic readers, we will forever bemoan the inconsistency and impertinence of our interlocutors who fail to live up to the pertinent expectations. Approaching such speech with the in-group sensibilities of attentive listeners, we will forever bemoan the stiffness and ignorance (not to speak of moral failures) of out-group posters. Online communication is not one or the other and hence not either written or spoken language. Accordingly, we will be vulnerable to incoherent expectations as long as we keep mistaking the kind of language we’re confronted with for something else.







