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Yup. Same mechanism as mass public shaming, but with two loose fronts warring over interpretations. So you get "Peterson is Jesus on the Cross" vs. "Peterson believes women should be kept on a retractable leash." Neither of which is a real person.
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Concise explanation of the controversy around Jordan Peterson. Thread: twitter.com/danlistensto/s
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Public lynch mobs are universally pathetic, morbid affairs that reveal nothing but our worst natures. We may as well be back to public executions. Ditto for memetic idealization of individuals. Peterson's followers are all caught up in the Great Leader meme he professes to hate.
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Plastering some pithy phrases into an image or some other pre-existing template is mostly just a symbolic distillation of thought. But when you habitually reduce thought output in a social group to symbolism, that's the kitsch melting pot that breeds cults & social movements.