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Technorati‘s latest jigger is something called “WTF” — which represents (long form title), “Where’s The Fire” and does not mean, instead, the common, first-blush ~explurative~ of “Whatthef___.” I like the shorthand “DUB-TEE-EFF” because it’s less confusing than the lengthy explanation required in polite company (like, in a meeting at work or with clients, your parents or local Parish, or on anything recorded especially caught on film) to clarify what you mean when you say “WTF” in reference to this Technorati hootmalalie while assuring questioning companions that you did not mean, really you didn’t, that other thing.

What I found curious about DUB-TEE-EFF while reading about it on Technorati was that so many people — who wrote what Technorati calls a BLURB (individual comments about individual DUB-TEE-EFF’s — in this initial case linked here, they write about WTF itself) — took such great efforts to explain what it was or even more interestingly, to try to figure out what it was.

The gist of the jigger, in my view (so far) is: a netizen perceives a trend among humanity’s interests and issues and wants to emphasize that trend to others. They then go write a WTF on Technorati and their topic o’ perception becomes a WTF itself.

That is, whatever’s a keen trend or popular interest gets promoted to keen trend or popular interest formally on Technorati’s most or highly favored search terms/areas of interest, current most popularly researched issues. Thus, by writing a WTF, one creates a WTF and then everyone else gets to comment on the WTFs they find most interesting.

Undoubtedly, what’ll occur is that many vanity WTFs will soon begin appearing — the ultimate internet public relations for celebrities and entertainment product (exclusive!) — along with the inevitable hawking of wares, pills, purchases and pomades, so in that predictable passage of popularity, perhaps the titling works. Maybe they should have just called it Hotspam and gotten it over with.

C O M M E N T S : now closed