"Smarm hopes to fill the cultural or political or religious void left by the collapse of authority, undermined by modernity and postmodernity. It's not enough anymore to point to God or the Western tradition or the civilized consensus for a definitive value judgment. Yet a person can still gesture in the direction of things that resemble those values, vaguely.
That gesture can almost serve as a source of comfort. The old systems of prestige—the literary inner circles, the top-ranking daily newspapers, the party leadership—are rickety and insecure. Everyone has a publishing platform and no one has a career."
"A civilization that speaks in smarm is a civilization that has lost its ability to talk about purposes at all. It is a civilization that says "Don't Be Evil," rather than making sure it does not do evil."
"If you can't say something nice, say something anyway. Make it something nice. In the age of rampant runaway snark, the Newest Media are doing something else entirely. Adam Mordecai, an editor-at-large for Upworthy, explained to Quora readers what his site's headline-writing philosophy is:
Don't depress people so much that they want to give up on humanity. Negative headlines breeds negative shares.
Don't curse in your headlines. Moms hate it (and are the biggest sharers on the internet by a significant margin [...]
Don't make people take positions they might be uncomfortable with. For example, "I Really Hate All White People" is going to not get shared, whereas, "An Open Letter To Pasty People" is far less hostile and more likely to get shared.
Don't use terms that overwhelm, polarize or bore people. I never use Social Security, The Environment, Immigration, Democrats, Republicans, Medicare, Racist, Bigot, etc... You can talk about issues without giving away what they are.
The result of this approach, the Upworthy house style, is a coy sort of emulation of English, stripped of actual semantic content: This Man Removed the Specific and the Negative, and What Happened Next Will Astonish You. Even Upworthy's fellow participants in the ongoing SEO race to the bottom are horrified. But it works, in the sense that people who do not want to think about actual things or read any information will reliably share Upworthy stories."