Most online spaces will have the majority of their content made by a tiny number of users. Those users are online a lot and post a lot. Because they (we) live online, they’ll pollinate opinions on online drama to places where it’s of limited relevance. Then because of the memetic nature of the drama, some critical mass of other online people in the pollinated spaces will become aware of the drama and form opinions on it, spreading them elsewhere and continuing the cycle. Notably, this can only really penetrate into spaces where a critical mass of very online people can possibly be accrued.