According to Jonathan Haidt, the fracturing rather than the integrating character of social media’s dynamic began to change in 2009 with the introduction of “Like” and “Sharing”, two similar options that transformed the exchange of person-to-person information into the mass distribution of opinions, rumours and judgments, without providing any substantial corroborating information. This process was abetted by the social media algorithms that favoured emotional rather than rational responses. Facts were boring. Extremism and lies generated more “sharing”, registered more “likes”, and earned more advertising revenue for the social media platforms.