I’ve often joked with other internet culture reporters about what I call the “normie tipping point.” In every emerging internet trend, there is a point at which “normies” — people who don’t spend all day online, and whose brains aren’t rotted by internet garbage — start calling, texting and emailing us to ask what’s going on. Why are kids eating Tide Pods? What is the Momo Challenge? Who is Logan Paul, and why did he film himself with a dead body?
The normie tipping point is a joke, but it speaks to one of the thorniest questions in modern journalism, specifically on this beat: When does the benefit of informing people about an emerging piece of misinformation outweigh the possible harms?