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In the book, the author analyzes various phenomena that have emerged on social media and their interconnections. DaCosta describes how movements like "clapbacks," cancel culture, and the obsession with "likes" and instant engagement have been suppressing substantive dialogue in favor of performance. He connects this trend to the erosion of serious political discussions, showing how social media ends up favoring messages that are more polarizing than informative.

For example, he explains how Twitter’s 280-character format has become a battleground where political complexity is often reduced to slogans, and where "clapbacks" become the pinnacle of debate, rapidly moving between going viral and being forgotten.