One of the oldest ways we know of granting credibility to a voice or a set of voices is to give it a name and thus turn it into a person, a character, someone. Virgil did it more than 20 centuries ago, when he introduced into The Aeneid a winged monster that repeated everything it saw and heard, regardless of its origin and without checking its veracity. Her name was Fama and also Ossa and she was the daughter of Gaia (Earth) or Elpis (Hope). Virgil needed it for his story about the mythical origin of Rome, because the news had to circulate quickly. But Fame was a real misfortune. She amplified rumors, created gossip and transformed into something known what was in reality entirely false. Many times, maliciously false.

What we do today with social networks is not at all different. We have given them this name, we have turned them into an entity, a voice, and we began to believe them. Like 20 centuries ago, and as we have surely been doing since the dawn of time, an abstract machinery that can be easily manipulated is today one of the voices that imposes the agenda and declaims the truth. Or rather, what that abstract machinery called social media decides is true.

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