Major social platforms today are noisy. People have found refuge in groups (iMessage, Fortnite worlds and group chats). If Facebook is Walmart, tools and communities like Discord (ie:gamers) or Public.com* (ie: casual stock traders) are boutique stores

That passive mass audience on which so many political and economic institutions depended had itself unbundled, disaggregated, fragmented into what I call vital communities: groups of wildly disparate size gathered organically around a shared interest or theme.