I Beg to Differ
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When a post, meme, or hashtag trends within an in-group, the result is a version of what the sociologist Émile Durkheim called “collective effervescence.” Such experiences generate affirmation of the collective, and reinforce group belonging. In Elementary Forms of Religious Life (1912), Durkheim argued that such moments of ecstatic cohesion formed the basis of religions and shared identities.