This New York Times article confirms essentially what many are fearing about social media of today: the wrong tweet, post, or comment, removed from context, can explode in a wave of social mob outrage, destroying lives and careers in the process. Shaming, a form of bullying that ridicules people just for the existence of one personal aspect of their lives (whether physical, verbal, emotional, or spiritual), has become democratized; in the process, it has become a weapon of the masses, regardless of class, race, sex, or gender. But it’s basically a nuclear warhead, and unlike Kennedy, there’s little to no leader at the head on that program.

I think the question though is why certain comments on the internet become pitchfork-worthy and other, equally hateful and terrible comments are either ignored or, in fact, celebrated. The opening couple of paragraphs of that Times article show that Sacco isn’t particularly a PC-minded person on her Twitter account, despite being a PR rep. (Buzzfeed went further and collected her 16 worst tweets.) But the one that caught fire was different. The one about the German? Rude, but personal. The bad teeth? Lazy stereotype, but direct. The joke about AIDS in Africa? Well, that’s snark. Sacco lays it bare:

    “To me it was so insane of a comment for anyone to make,” she said. “I thought there was no way that anyone could possibly think it was literal.” (She would later write me an email to elaborate on this point. “Unfortunately, I am not a character on ‘South Park’ or a comedian, so I had no business commenting on the epidemic in such a politically incorrect manner on a public platform,” she wrote. “To put it simply, I wasn’t trying to raise awareness of AIDS or piss off the world or ruin my life. Living in America puts us in a bit of a bubble when it comes to what is going on in the third world. I was making fun of that bubble.”)

Ladies and gentlemen: it is 2015, and snark is done.

SNARK was fine as a quick, biting, responsive form of comedy. Snark always existed, the literary bridge between irony (a legitimate literary device) and sarcasm (a punchline, a tightly-squeezed form of irony reduced to end a joke.) Whole worlds are build on irony – Mark Twain’s Huckleberry Finn or Lewis Carroll’s Alice in Wonderland, for the easy examples – and sarcasm was one-and-done, easy-peasy toppers to gags – heroes yelling, “This is going well!” as they sink into the quicksand. Snark was culled from those two concepts and built an attitude around it, often used to mask certain feelings or behaviors.

It makes sense though. Irony masked truth (or more accurately, satirical truth) nearly one hundred percent, and sarcasm barely masked the obvious (clearly, things are not going well). Snark was the middle ground, the way for so-called geniuses or experts to expel their version of the truth to the world while sort of, kind of, justifying their obnoxious behavior. Snark got big in the early 90s, the Dr. Houses and Dr. Kelsos of the world seemingly inspiring a burgeoning class of people with now-regrettable desires to be like them: smart, with the hot-shot ability to put down everyone with elaborate ridicule, under the premise that, deep down, they were broken or flawed – you know, human. This began the horrid wave of “I’m an asshole, but that just me, so get used to it” mentalities that thrived in the late 90s to the mid 00s. Some people were proud of their worldview. Others didn’t flaunt it, but nonetheless were expressing themselves as such, usually in passive-aggressive ways. Everyone thought they were a comedian, or a satirist masking “brilliant” insight behind abject meanness. Hell, Family Guy built a show around it (although I would argue it didn’t start out that way).

The rise of nerd culture embraced snark like no other. It’s a perfect attitude for lovers of geek culture, now embracing the cultural cachet that once pushed them to the margins. They have the knowledge – of classic comics, old-school games, and ye films of olde – and now they could impart that knowledge on others, particularly on those that once shunned them. It was as if The Simpson’s infamous Comic Book Guy was now in charge. What better way to both express that knowledge as well as exact revenge by using snark? What better way to thrive into the 21st century as cultural leaders than to be a smartass blogger?

THE thing about snark is at a certain point, no one will tolerate it anymore. Everyone has a breaking point, and we as a society reached it. Social media let that happened. Snark was everywhere: comments implying inferiority behind knowledgeable superiority. People were being snarky without them knowing they were being snarky. Chris Christie is a good example. His “bullying” was once celebrated, telling people to shut up as he expunged his own brand of nonsense, but now, people are sick of it. More and more people are calling out snarky behavior and commentary, and that’s what Sacco learned the hard way.

Everyone “ruined” in that Times article was ruined by the internet’s response to, specifically, a snarky comment or photo: Stone and her goofy gestures at the Tomb of the Unknown; Lynch and her Boston Marathon Victim costume; hell, even jokes about dongles. Regardless of seriousness or intent, all were examples of people joking “all in good fun,” attempts to be comical under the idea that their comments couldn’t possibly be taken seriously. And while most people think that the lack of context and wave of social media is what ruined them, I’d argue that indeed social media knew exactly that they were being “funny”. They didn’t object to the joke regardless of context; they responded to the snark, the “what’s the big deal?” attitude around it.

Such reactions were exacerbated by the rise of minority voices. Nerd voices and their “snark” rose, but so did feminists and transgendered and black voices, and they all kind of, sort of embraced snark (with its passive-aggressiveness, flippant jokiness, and direct meanness masking an indirect point) and it’s lead to a line in the sand. Snark versus snark – smug ironic comedy veiling satire (regardless of quality) pitted against itself – was a lose-lose. The dongle gag lead to both sides being attacked and being fired. Biddle, he who called out Sacco’s snarky AIDS gag got his own karmic retribution when the internet turned on him with his “Bring Back Bullying” comments. All of which ties to Gamergate, perhaps THE biggest depiction of the fallout against snark. Gamergate surges onward because of aggressive responses to snark; any sarcastic jokes that put men in any kind of harsh light will get their full wrath, regardless of how “obvious” the joke is. As Sacco learned.

Snark has become so toxic that sincerity – directly stating how you feel – has become preferable, regardless of belief or stance. Had Stone, Lynch, or the dongle-jokers been candid about their jokes – expressed themselves directly, they might have have been rewarded. There’s precedence for this belief. It’s reached the point that sincerity has been earning more respect. It’s better to outright air your opinions, law-breaking be-damned (Cliven Bundy, Darren Wilson) then to cutely “beat around the bush”. Today’s role models, for good or ill, are those who are candid with their words and deeds.

Snark can work, but it has to be approached positively, not a reflective response to justify assholery or masking poor, ill-thought out behavior under some guise of comedy or satire. Social media has exposed everyone to snark’s insidious side. Those who have been at the receiving end of snark all their lives are calling it out now, and those who have embraced it as a so-called defense mechanism, are entering a tougher world to manage, and may want to tread carefully before releasing another smartass comment out into the world. Because they get the joke. They just don’t like the attitude behind it.