Deep Vernacular Web Quotes

“The concept of the deep vernacular web can be understood as a heuristic intended to historicize these online antagonistic communities as antecedent to social media and even to the web itself. The deep vernacular web is characterized by anonymous or pseudonymous subcultures that largely see themselves as standing in opposition to the dominant culture of the surface web. Identified to an extent with the anonymous 4chan image board—which hosts one million posts per day, three quarters of which are made by visitors from English-speaking countries—these subcultures tend to imagine themselves as a faceless mass. In direct contrast to the individualized culture of the selfies associated with social media, we might thus characterize the deep vernacular web as a mask culture in which individual identity is effaced by the totemic deployment of memes. Insofar as this mask culture constructs an image of itself as an autochthonous culture whose integrity is under threat, we can perhaps begin to understand how grievances of the deep vernacular web have been capitalized upon by those espousing a far-right ideology. Conversely we can also see how the vernacular innovations of these often bizarre subcultures, such as Pepe the Frog, have themselves been absorbed in the service of far-right populism.”
― Marc Tuters, Post-Digital Cultures of the Far Right: Online Actions and Offline Consequences in Europe and the US