In grad school, I'm currently reading about the late communications theorist Marshall McLuhan, he of "the medium is the message" and other prescient quotations (one of my favorites: "The future of the book is the blurb." How did he know?).
McLuhan had our number, we typecasters, long before we even existed. In this interview from 1969, he explains exactly what drives us to type, scan, and post:
Most people... still cling to what I call the rearview-mirror view of their world. By this I mean to say that because of the invisibility of any environment during the period of its innovation, man is only consciously aware of the environment that has preceded it; in other words, an environment becomes fully visible only when it has been superseded by a new environment; thus we are always one step behind in our view of the world. Because we are benumbed by any new technology — which in turn creates a totally new environment — we tend to make the old environment more visible; we do so by turning it into an art form and by attaching ourselves to the objects and atmosphere that characterized it, just as we’ve done with jazz, and as we’re now doing with the garbage of the mechanical environment via pop art.
... and with typecasting. Touché.






