Even a brief jaunt through TikTok will reveal countless videos in which people speak in the same uncanny, unnatural way. Olivia Yallop, author of Break the Internet: in Pursuit of Influence, explores why:

“And so over time, thanks to the conditioning effects of the algorithm and the prerogative to self-optimise towards virality, TikTok users all end up sounding the same. ‘The way you speak is how you fit in, how you become part of the crowd,’ says Kate. ‘And nowadays, of course, we’re part of the crowd anywhere in the world.’ If everyone is now a broadcaster, everyone now has ‘broadcast voice’. Audrey agrees: ‘Just like I’m getting fillers to emulate [Instagram influencers’] cheekbones, they are altering their pitch so that they can sound similar to me.’ Perhaps, she muses, ‘people have been scrolling for so long, they don’t even realise they’re starting to talk like that.’”