Technology
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I don't know (...or care, really) about USA so I'll speak on more general grounds.
There's a lot of stuff in social media that makes it a great soapbox for social manipulation:
Now look at what @startle@toast.ooo said: "Dunno man, seems like it might be the fascists.". IMO that user is being spot on, those five things make social media specially easy to manipulate for fascists². And they're mostly the ones creating this dichotomisation of society³, because that's how they're able to congregate the nutjobs into a political discourse. Suddenly the village idiot doesn't simply say "they're hiding aliens from us" (stupid, but morally OK), the discourse becomes "the Jews are hiding aliens from us" (stupid and Antisemitic).
To expand more on virality: Platform algorithms reward posts that get engagement because it sells ad space. Posts that trigger our lizard brain get engagement.