There’s an economic principle known as the rule of fungibility that states a commodity is equivalent to other units of the same commodity. For example, a litre of gasoline is the same commodity regardless of the brand or source. A bushel of wheat is the same regardless of the country. Ten dollars is ten dollars whether presented as a single bill or in smaller denominations. These are fungible items.
But fungibility doesn’t apply to language. Words do not have an absolute base value, but are rather weighed in their context, and their source. A street thug telling his pack followers to “Kill the bum” is very different from a sports fan shouting the same thing at an empire during a baseball game. Context is everything.
If a neighbour comments, “Taxes in this town are too high. They are killing jobs, hurting homeowners and bankrupting businesses,” it’s a complaint. A fairly common one from a taxpayer. One person bitching to another is lightweight, regardless of the truth of that complaint.
Put it in a letter to the editor, and it gains weight because others read it and may start discussing it. It gains traction.
Put it on social media and you can engage people in discussions immediately and share the comment with people outside your own borders, creating an image of the town for outsiders: don’t move there, don’t start a business there, because taxes are too high. There’s no work there.
It can quickly become damaging to to whole community.
If the media says it in an editorial, it’s bulks up. Even though the media does not necessarily represent any more voices than the editor’s sole view, media still has a patina of authority for most readers.*
And when that editorial gets put online, like the social media comment, it not only spreads the idea, but it helps build – or deteriorate – the community’s reputation for outsiders.**