But now the Gutenberg Galaxy collapses, exposing objective truth to retribalization. The de-objectivation of truth began in the 20th century, with two main sources: mass media, focusing on group truths, and academia, deconstructing objective truth for its “pragmatic” redesign.

Social media have completed the epistemological reversal of objective truth into virally defined social significance. One can mourn the loss of absolute truth and the culture built around it, but society must adapt to the reality of crowdsourced, negotiated truth. The idea of a unified supreme knowledge, once a source of truth—and also of hegemony

In the Viral Editor, the validation of significance by distribution (as in old media) evolved into the verification of truth through viral distribution. Significance—collective subjectivity—replaced objective truth. Digital truth is collectively maintained, just like oral truth.