Because Internet: Understanding the New Rules of Language (Gretchen McCulloch, 2019)

Table of Contents

Who is the book “Because Internet” for?

The book “Because Internet: Understanding the New Rules of Language” by Gretchen McCulloch is primarily aimed at readers who are interested in the evolution and nuances of language in the digital era. It’s particularly suitable for:

Linguists and Language Enthusiasts: Those with a keen interest in linguistics and how language evolves, especially in the context of internet communication.
Internet Users and Digital Natives: Individuals who have grown up with the internet and are familiar with its various modes of communication, like social media, memes, and texting.
Educators and Researchers: Teachers and researchers who are looking into contemporary language use and its implications in education and social interactions.
Social Media Users and Content Creators: People who regularly use social media or create content online and are interested in understanding the linguistic trends and patterns on these platforms.
Curious Minds: General readers who are curious about how the internet is shaping language and communication in the modern world.

The book delves into the unique linguistic phenomena of the internet age, making it a fascinating read for anyone interested in the intersection of language, technology, and culture.

Top 10 actionable advice from the book “Because Internet”

“Because Internet: Understanding the New Rules of Language” by Gretchen McCulloch is a comprehensive exploration of language evolution in the digital age, rather than a guidebook providing specific actionable advice. However, we can extrapolate some practical insights and advice based on the themes and analyses presented in the book:

1. Embrace Linguistic Change

Recognize that language is constantly evolving, especially in online environments. Be open to new words, phrases, and styles of communication.

Understand the Nature of Language Evolution: Language isn’t static; it’s always in flux. Historically, this evolution was influenced by cultural exchanges, migrations, and technological advancements. In the digital age, this evolution is accelerated by the internet. It’s important to recognize that changes in language are natural and ongoing.
Adapt to New Forms of Expression: Online platforms have given rise to new linguistic forms like internet slang, emojis, abbreviations (like LOL, BRB), and memes. These elements aren’t just frivolous; they’re part of a complex new way people communicate emotions, ideas, and attitudes. Being open to these forms is crucial to understanding modern communication.
Recognize the Role of Technology in Language Change: Autocorrect, predictive text, and voice-to-text technologies also shape how language is used and developed. For example, the ease of using emojis or GIFs in text messages influences their prevalence in our digital conversations.
Appreciate the Creativity in Digital Communication: Online communication allows for a playful and creative use of language, whether it’s through the inventive use of punctuation, capitalization (like using lowercase to convey a casual tone), or the creation of entirely new words and phrases. This creativity is a vital part of the language’s evolution.
Stay Curious and Informed: To truly embrace linguistic change, it’s helpful to stay curious and informed about new trends in internet language. This doesn’t mean using every new slang term or meme, but understanding their meanings and contexts can deepen your appreciation of how digital communication evolves.
Balance Between Traditional and New Language Forms: While embracing new linguistic trends, it’s also important to maintain a balance. Understanding when to use traditional language forms and when to adopt newer, more informal ones depending on the context (professional vs. casual, for instance) is key.
Recognize the Global Influence: The internet connects people across the globe, leading to a cross-pollination of languages and linguistic styles. Embracing linguistic change also means being open to the ways different cultures influence language online.
Promote Inclusivity in Language: The evolution of language in digital spaces can also be a move towards more inclusive and diverse forms of expression. Recognizing and supporting this can be part of embracing linguistic change.

By understanding and embracing these aspects of linguistic change, individuals can more effectively communicate and connect in a rapidly evolving digital world.

2. Understand Online Communication Context

Different platforms (like Twitter, Facebook, email) have their own linguistic norms. Tailor your language to fit the context and audience.

Recognize Platform-Specific Linguistic Norms: Each online platform has its own set of unspoken rules and norms when it comes to language use. For example, Twitter’s character limit encourages concise and witty language, while Facebook might see more casual and conversational tones. Emails, especially in professional settings, typically adhere to more formal language and structure. Recognizing and adapting to these norms is crucial for effective communication.
Consider Audience Demographics: The audience on each platform varies, and their expectations for language use can differ significantly. LinkedIn, for instance, caters to professionals and thus expects a more formal tone. In contrast, Instagram or TikTok may have a younger demographic that is more receptive to informal, creative, and trendy language.
Understand the Purpose of Communication: The intent behind your communication plays a significant role in determining language style. For instance, a promotional post on Instagram may be more vibrant and full of emojis, whereas a customer service inquiry on the same platform might require a more straightforward and empathetic approach.
Adapt to the Content Format: Different platforms support different types of content – text, images, videos, etc. The language used should complement these formats. For example, YouTube videos might require a more engaging and dynamic script, while blog posts need a more detailed and explanatory style.
Use Platform-Specific Features Effectively: Hashtags, mentions, and trends are part of the language of platforms like Twitter and Instagram. Using these features effectively can not only enhance engagement but also show fluency in the platform’s communication style.
Be Aware of Cultural Differences: Online platforms connect global audiences. Being sensitive to cultural differences in language use and avoiding colloquialisms that may not translate well can help in reaching a broader audience more effectively.
Stay Updated with Changes: Social media platforms often undergo changes in trends and user demographics. What works language-wise on a platform today might not be as effective tomorrow. Staying informed about these changes helps in maintaining relevant and effective communication.
Reflect Your Brand or Personality Consistently: While adapting to different platforms, it’s also important to maintain a consistent voice and personality that reflects you or your brand. This consistency helps in building a recognizable and trusted presence online.
Engage in Active Listening: Understanding context is not just about how you speak but also how you listen. Pay attention to how others communicate on these platforms. Active engagement can provide valuable insights into the most effective ways to communicate.

By mastering the art of tailoring language to fit the context and audience of each online platform, you can communicate more effectively, build better relationships, and engage more authentically with your audience.

3. Use Emojis and Memes Thoughtfully

They’re powerful tools for conveying tone and emotion online. Understand their meanings and use them to enhance your digital communication.

Understand the Language of Emojis and Memes: Both emojis and memes have evolved into a form of language in the digital realm. Emojis can express a range of emotions and concepts, often transcending language barriers. Memes, which are often images with text that are spread virally, convey not just humor but also cultural references, sentiments, and reactions. Understanding their meanings and nuances is key to using them effectively.
Convey Emotions and Tone Clearly: In text-based communication, it’s easy for the tone to be misunderstood. Emojis can add clarity, showing whether a message is meant to be humorous, sarcastic, sad, or affectionate. Similarly, memes can set the tone of a message, often in a lighthearted and relatable way.
Be Context-Appropriate: The appropriateness of emojis and memes can vary greatly depending on the context. For instance, using them in casual conversations with friends is different from using them in a professional email or business social media post. Understanding the context and adjusting the use of emojis and memes accordingly is crucial.
Keep Up with Changing Meanings: The meanings and connotations of emojis and memes can shift over time and across different communities. What is considered humorous or acceptable in one context may be misunderstood in another. Staying informed about these shifts is important for effective communication.
Respect Cultural Differences: Just as words can have different meanings in different cultures, so can emojis and memes. Being aware of these differences can prevent misunderstandings, especially in global communications.
Use Sparingly in Professional Settings: In professional or formal communication, it’s generally best to use emojis and memes sparingly and cautiously. They can be seen as unprofessional or too casual if overused or used inappropriately.
Enhance Engagement and Relatability: In social media and casual communication, thoughtfully used emojis and memes can greatly enhance engagement. They make content more relatable and can help in forming a connection with the audience.
Personalize Communication: Using emojis and memes can add a personal touch to digital communication, making it feel more human and less robotic. This can be particularly effective in customer service and community management.
Avoid Misinterpretation: Be aware that certain emojis and memes can be interpreted in multiple ways. Choose ones that are less likely to be misinterpreted to ensure your intended message is conveyed.
Reflect Your Identity and Brand Voice: If you’re communicating on behalf of a brand, choose emojis and memes that align with the brand’s voice and identity. This consistency helps in maintaining a professional and coherent image.

By using emojis and memes thoughtfully, you can enhance the expressiveness and effectiveness of your digital communication, making it more engaging and emotionally resonant.

4. Value Informal Writing

Online communication often leans towards informality. Appreciate the creativity and authenticity it brings to language.

Reflects Natural Speech Patterns: Informal writing often mirrors the way people speak in everyday life. This can make digital communication feel more personal, relatable, and engaging. It breaks down barriers that formal writing might uphold, creating a sense of closeness and familiarity.
Encourages Creativity in Language Use: Informal writing allows for greater flexibility in language. It invites the use of slang, colloquialisms, new word formations, and playful language structures that might not be acceptable in formal writing. This creativity enriches language, making it more vibrant and reflective of diverse experiences and cultures.
Enhances Authenticity: Informal writing often feels more authentic. It can convey personality and individuality, allowing writers to express themselves more freely and genuinely. In a world where digital communication can sometimes feel impersonal, this authenticity is valuable.
Facilitates Quick and Effective Communication: In many online contexts, such as texting or social media, informal writing allows for quicker, more efficient communication. It’s more concise, direct, and gets the message across effectively without the need for formalities.
Fosters Inclusivity: Informal writing can be more inclusive, especially for individuals who might find formal writing rules daunting or alienating. It provides a more accessible and less intimidating way for people to express themselves, encouraging wider participation in online conversations.
Adapts to the Digital Medium: Online platforms are dynamic and fast-paced. Informal writing is well-suited to these environments, offering the flexibility and adaptability needed to keep up with the rapid flow of information and interaction.
Builds Online Communities: Many online communities thrive on informal writing. It helps create a sense of belonging and camaraderie, as members communicate in a way that feels natural and familiar to them.
Embraces Global Influences: Informal writing in digital spaces often incorporates elements from various languages and dialects, reflecting the global nature of the internet. This can lead to a richer, more diverse linguistic landscape.
Supports Emotional Expressiveness: Informal writing can often convey emotions more vividly than formal writing. The use of exclamation marks, emoticons, internet slang, and varied punctuation can express a range of emotions, from excitement to sarcasm, in a way that resonates with readers.
Challenges Traditional Language Norms: By valuing informal writing, we acknowledge that language is not fixed but is a living, evolving entity. This challenges traditional norms and opens up new possibilities for how language can be used and understood.

Valuing informal writing in online communication is about appreciating the richness, authenticity, and dynamism it brings to language. It’s a recognition that the way we communicate digitally can have its own set of rules and beauty, separate from traditional formal writing.

5. Learn from Digital Natives

Younger generations who have grown up with the internet often lead the way in digital language trends. Observe and learn from their communication styles.

Understanding Rapid Language Evolution: Digital natives are at the forefront of language evolution online. They often pioneer new slang, abbreviations, and communication styles. By observing them, one can gain insights into the latest linguistic trends and how language is evolving in real-time.
Embracing New Communication Platforms: Younger generations are quick to adopt and adapt to new social media platforms and technologies. Observing their migration patterns and platform preferences can provide valuable insights into where and how future communications might occur.
Appreciating Multimodal Communication: Digital natives are adept at using a combination of text, images, videos, emojis, and GIFs to communicate. Their multimodal communication style is rich and varied, offering lessons in how different media can be combined for effective storytelling and expression.
Recognizing the Importance of Brevity: With the prevalence of short-form content on platforms like Twitter and TikTok, digital natives have become masters of conveying messages succinctly. Their ability to communicate effectively in a limited space or time frame is a skill that can be learned and applied in various contexts.
Adapting to the Fluidity of Online Identities: Digital natives often explore and express different facets of their identities online. Observing how they manage and present their online personas can provide insights into the fluid nature of identity in digital spaces and the importance of authenticity and adaptability.
Learning New Forms of Digital Etiquette: Online interactions come with their own set of etiquettes and norms, which can be quite different from offline communication. Watching how younger generations navigate these norms can be enlightening, especially in terms of respect, privacy, and engagement.
Understanding the Blending of Global Cultures: Digital natives often engage with a global audience, leading to a unique blend of cultural influences in their communication. This exposure to diverse cultures can teach us about inclusivity and the global nature of modern communication.
Appreciating the Role of Community and Collaboration: Many young internet users are deeply involved in online communities, highlighting the role of collaboration and shared interests in digital communication. Observing these communities can provide insights into building and maintaining online networks and relationships.
Recognizing the Impact of Visual Communication: Digital natives often prefer visual means of communication, such as memes, TikTok videos, or Instagram stories. Understanding their impact and appeal can offer lessons in visual literacy and the power of visual storytelling.
Adapting to Constant Change: Perhaps the most important lesson from digital natives is their adaptability to constant change. Their willingness to embrace new technologies, platforms, and communication styles as they emerge is a reminder of the importance of flexibility in an ever-evolving digital landscape.

Learning from digital natives involves more than just keeping up with the latest online trends. It’s about understanding a holistic approach to digital communication that is adaptive, creative, and responsive to the rapidly changing online environment.

6. Be Mindful of Tone

Without physical cues, written text can be misinterpreted. Be clear in your intent and considerate of how your words might be received.

Recognizing the Limitations of Text-Based Communication: In the absence of non-verbal cues like facial expressions, body language, and tone of voice, written text can easily be misinterpreted. It’s essential to understand that how you intend a message and how it’s received can be quite different.
Choosing Words Carefully: Since every word can weigh heavily in text communication, choosing words that accurately convey your message is crucial. Avoid ambiguous language that could be misinterpreted, and opt for clear, direct expressions.
Using Emojis and Punctuation to Convey Tone: Emojis, exclamation marks, and other forms of punctuation can help in adding emotional context to your message. They can indicate humor, sarcasm, urgency, or other emotions that might not be obvious from the text alone.
Adapting to the Audience and Context: The appropriate tone can vary widely depending on the audience and the context. For instance, a casual tone might be fine when texting a friend, but a more formal tone could be required in professional emails.
Re-reading Before Sending: Take a moment to re-read your messages before sending them. This brief pause can help you catch any potential misinterpretations or tone issues.
Considering Cultural Differences: Be aware that tone can be interpreted differently across cultures. What might be seen as friendly and informal in one culture could be perceived as disrespectful in another.
Avoiding Overuse of Caps Lock and Sarcasm: Writing in ALL CAPS can be interpreted as yelling, and sarcasm can often be missed or misinterpreted in text. Use these sparingly and only with audiences who are likely to understand your intent.
Being Empathetic: Think about how your message might be received by the other person. Empathy can help you craft messages that are considerate of the recipient’s feelings and perspectives.
Asking for Feedback: If you’re unsure how your message might be received, don’t hesitate to ask for feedback from others. This can be especially helpful in professional settings.
Adapting to Feedback and Misunderstandings: If your message is misinterpreted, address it promptly and clearly. Be open to adjusting your communication style based on the feedback you receive.

Being mindful of tone in digital communication is about ensuring that your message is conveyed as intended, fostering positive interactions, and preventing misunderstandings. It’s a skill that becomes increasingly important as we rely more on text-based communication in both personal and professional contexts.

7. Stay Updated with Language Trends

Language on the internet changes rapidly. Stay informed about new slang, acronyms, and phrases to understand and engage effectively online.

Recognizing the Dynamic Nature of Online Language: Language on the internet is in a constant state of flux, influenced by popular culture, current events, and the creative use of language by online communities. Understanding that these changes are rapid and ongoing is key to staying current.
Actively Following Social Media and Online Forums: Platforms like Twitter, Reddit, and TikTok are breeding grounds for new slang and language trends. Regularly engaging with these platforms can provide insights into the latest linguistic developments.
Understanding Contextual Use of Slang and Acronyms: New slang and acronyms often have specific meanings and connotations within particular online communities. It’s important to understand not just the literal meaning, but also the context in which these terms are used.
Participating in Online Communities: Active participation in online communities allows for a deeper understanding of evolving language trends. It’s one thing to observe; it’s another to engage and learn through usage.
Leveraging Online Resources: Websites like Urban Dictionary, language blogs, and even dedicated social media accounts can be valuable resources for keeping up with language trends and understanding their meanings and origins.
Watching Influencer and Youth Culture: Influencers, particularly those popular among younger demographics, often play a significant role in shaping language trends. Observing their communication styles can provide insights into emerging trends.
Being Open to Learning: Approach new trends with a mindset of learning and curiosity. Language evolution is a natural process, and being open to understanding new developments is crucial for effective communication.
Balancing Trendiness with Clarity: While it’s important to stay current, it’s also vital to ensure that your use of language is clear and understandable to your intended audience. Not every trend will be appropriate or comprehensible in every context.
Paying Attention to Cross-Cultural Influences: The global nature of the internet means that language trends can have diverse origins. Being aware of these cross-cultural influences can enhance understanding and appreciation of new terms.
Regularly Updating Your Vocabulary: Make a conscious effort to incorporate relevant new words and phrases into your own communication where appropriate. This practice can help in internalizing new language trends and using them effectively.

Staying updated with language trends in the digital age is about more than just keeping up with the latest slang; it’s about understanding the evolving nature of communication in an increasingly connected world. This awareness can enhance both personal and professional interactions in digital spaces.

8. Respect Online Communities’ Linguistic Cultures

Each online community has its own linguistic quirks. Respect and adapt to these when interacting in different digital spaces.

Understanding Unique Linguistic Identities: Each online community, whether it’s a social media platform, a forum, or a chat group, develops its own unique set of linguistic norms and quirks. These can include specific slang, jargon, memes, and ways of expressing ideas. Recognizing and respecting these unique linguistic identities is key to effective communication within these spaces.
Learning Community-Specific Language: Just as you would learn the local language when visiting a foreign country, try to understand and use the specific language or slang of an online community. This might involve familiarizing yourself with common terms, phrases, and references that are popular in that community.
Observing Before Participating: Spend time observing the interactions within a new community before actively participating. This helps in understanding the community’s linguistic norms and reduces the likelihood of misunderstandings or faux pas.
Adapting Communication Style: Adapt your language and communication style to fit the norms of the community. For example, a professional LinkedIn group would require a different style of communication than a casual gaming forum.
Showing Respect for Established Norms: Every community has its established norms, including how members communicate. Show respect for these norms in your interactions. This respect fosters a sense of belonging and helps in building trust with community members.
Avoiding Assumptions: Avoid assuming that the linguistic norms of one community are applicable to another. Each community is unique, and what is acceptable in one might be frowned upon in another.
Being Mindful of Cultural Sensitivities: Online communities often have a diverse mix of cultures. Being mindful of cultural sensitivities, especially in terms of language use, is crucial to respectful communication.
Using Humor and Sarcasm Carefully: Humor and sarcasm can often be misinterpreted in text form, especially in a new community where you are not yet familiar with the nuances of communication. Use them carefully until you are more integrated and understand the community’s reception to such styles.
Contributing Positively: Aim to contribute positively to the community, respecting its linguistic culture. This means not only following linguistic norms but also contributing to conversations in a way that adds value.
Staying Open to Learning and Correction: If you make a linguistic error or a faux pas, be open to correction from community members. Learning from these experiences can deepen your understanding and acceptance within the community.

Respecting and adapting to the linguistic cultures of online communities involves a combination of observation, learning, and respectful engagement. By doing so, you can more effectively communicate and integrate into various digital spaces, enriching your own online experience.

9. Balance Personal Style with Readability

While it’s important to have a unique voice, ensure your writing is still accessible and understandable to a broad audience.

Developing a Recognizable Voice: Your personal style is your signature in writing. It reflects your personality and makes your communication unique. Whether it’s through your choice of words, your tone, or your approach to topics, your style sets you apart. However, this uniqueness should not come at the expense of clarity and understanding.
Prioritizing Clarity and Comprehension: While it’s important to inject personality into your writing, clarity should always be a priority. The primary goal of communication is to be understood. Avoid overly complex vocabulary, lengthy sentences, and convoluted ideas that might obscure your message.
Understanding Your Audience: Tailor your writing style to your audience. What works for a blog aimed at young adults might not be suitable for a professional report. Understand who your readers are and what they expect in terms of language, tone, and formality.
Using Jargon and Slang Judiciously: Specialized language, slang, and jargon can add flavor to your writing, but they can also alienate readers who are not familiar with these terms. Use them sparingly, and consider providing explanations or opting for more commonly understood terms when necessary.
Balancing Formality and Informality: Depending on the context, you may need to adjust the level of formality in your writing. Even in more formal contexts, it’s possible to express your personal style through the structure of your arguments, your narrative voice, or the specific examples you choose.
Ensuring Accessibility: Your writing should be accessible to as many people as possible. This means considering factors like readability, sentence structure, and the use of inclusive language. Tools like readability scores can help assess how accessible your writing is.
Being Consistent: Consistency in your writing style helps in building a connection with your audience. They come to know what to expect from your communication. However, this consistency should not hinder your ability to adapt your style to different contexts and audiences.
Incorporating Feedback: Be open to feedback on your writing style. If readers frequently misunderstand or misinterpret your messages, it might be time to adjust your style to improve clarity.
Editing and Revising: A good balance between personal style and readability often emerges in the editing process. Don’t hesitate to revise your work, simplifying or clarifying where necessary, while retaining elements that showcase your individual voice.
Learning from Others: Observe how others successfully balance personal style with readability. Authors, bloggers, and other content creators often have a distinct voice that doesn’t compromise the clarity of their message. Learning from their techniques can be incredibly beneficial.

In essence, balancing personal style with readability is about finding the sweet spot where your unique voice enhances rather than hinders the clarity of your message. It’s a dynamic process of adapting and refining your communication to suit both your personal expression and the needs of your audience.

10. Reflect on Language’s Impact

Consider how your words, especially in widely accessible digital spaces, can influence or affect others. Be responsible and kind in your online interactions.

Understanding the Power of Words: Recognize that words have power. They can influence opinions, evoke emotions, and provoke actions. Especially in digital spaces where your words can reach a vast audience, it’s important to understand the potential impact of what you say or write.
Considering the Reach of Digital Communication: Online platforms often have a far-reaching audience. A single post or comment can be seen by thousands, if not millions, of people. This widespread reach means that your words can have a significant and lasting impact.
Being Mindful of Tone and Context: Without the benefit of tone of voice or body language, written text can be easily misinterpreted. Be mindful of how your words might be read and understood in different contexts, and strive for clarity to avoid misunderstandings.
Promoting Positivity and Constructiveness: Try to use language that is positive and constructive, especially when engaging in discussions or debates online. Hostile or aggressive language can escalate conflicts and spread negativity.
Avoiding Harmful Speech: Refrain from using language that could be hurtful, offensive, or discriminatory. This includes avoiding stereotypes, slurs, and any form of hate speech. Remember that behind every screen is a human being with feelings and emotions.
Respecting Privacy and Confidentiality: Be careful about sharing information that might infringe on someone’s privacy or confidentiality. Respect the boundaries of others just as you would want your boundaries to be respected.
Acknowledging the Impact on Mental Health: Words can have a profound impact on mental health. Negative comments and cyberbullying can cause real harm. Conversely, supportive and encouraging words can have a positive effect.
Encouraging Empathy and Understanding: Try to put yourself in the shoes of your audience. How would you feel if you were on the receiving end of your message? Empathy can guide you to use language that is kind and understanding.
Taking Responsibility for Your Words: Own your language. If something you’ve said has caused harm or been misinterpreted, be willing to apologize and clarify. Being accountable for your words is a key part of responsible digital communication.
Educating Yourself on Sensitive Issues: Before speaking about sensitive or controversial issues, take the time to educate yourself. Informed and thoughtful communication is less likely to cause unintended harm.

Reflecting on language’s impact involves a heightened awareness of the power of words and a commitment to using them responsibly. It’s about understanding the far-reaching consequences of digital communication and striving to make your online interactions as positive and harm-free as possible.

Remember, these points are derived from the broader themes of McCulloch’s work, focusing on the fluid and dynamic nature of language in the digital era.

10 thought-provoking questions inspired by the book “Because Internet”

How has the rise of social media platforms influenced the evolution of language and communication?
In what ways do internet memes and viral trends reflect and shape contemporary language and culture?
How has the prevalence of texting and instant messaging altered traditional grammar and punctuation norms?
What role do emojis and GIFs play in enhancing or complicating online communication?
How do digital communication styles vary across different generations, and what does this tell us about linguistic adaptation?
Can the informal language used on the internet lead to a broader acceptance of linguistic diversity in formal settings?
How do online language trends reflect the globalization of culture, and what implications does this have for cultural identity?
What are the potential consequences of language evolving rapidly online for non-native speakers and language learners?
How does the anonymity and distance provided by the internet affect the tone and civility of language used in online discussions?
What ethical considerations should be taken into account when using language on digital platforms, given its potential to influence and affect a wide audience?