"Part of winning retweets and likes is sending missives your community will love. Given how human beings police group boundaries, that means..."

".... making jokes only your friends understand, slamming common enemies, expressing sentiments in ways that signal group belonging. Twitter is a medium that rewards us for snark, for sick burns, for edgy jokes and cruel comments that deepen the grooves of our group. And then it’s designed to make the sickest of those burns and the worst of those jokes go viral, reaching far beyond their intended audience, with untold consequences.... [Twitter] is built to reward us for snarky in-group communication and designed to encourage unintended out-group readership. It fosters both tribalism and tribal collision. It seduces you into thinking you’re writing for one community but it gives everyone the ability to search your words and project them forward in time and space and outward into another community at the point when it’ll do you maximum damage. It leaves you explaining jokes that can’t be explained to employers that don’t like jokes anyway...."

From "The problem with Twitter, as shown by the Sarah Jeong fracas/Behind our Twitter wars lies Twitter’s problems" by Ezra Klein (Vox).