John Siracusa

And it only takes like the right few people to like retweet something to cross from one of those clusters to another.

That all of a sudden, a bunch of people who don't normally see your stuff are seeing your stuff.

And then the second phrase is context collapse, which will link to the Wikipedia page with specifically the definition in social media, which is – I've got to look at the Wikipedia.

My definition of it is like – it's kind of like the same as breaking containment in that you're writing something with the expectation that the audience that's seeing it – like you think you know what audience you're speaking to.

but when something breaks containment, it's not actually true.

Um, let's see what we can see from the Wikipedia page.

Um,

Yeah, their definition is not great.

Anyway, we'll link to it and you can look it up.

But basically what it comes down to is people are seeing your stuff and they don't have the context that the normal people who follow you do.

For example, they don't know who you are.

They don't know that you're on a podcast where you just talked about the thing that you tooted about or whatever.

They don't know that you're an Apple fan.

They don't know that you live in the United States.

They don't know your political persuasion or whatever.

All they see...

Is the thing that you wrote.

That arrives into their world.

And so I experienced both of these.

Just before we came to the show.