This combination of cheap humour and rage bait is the province of the shitpost, a genre of low-effort social media content designed to amuse insiders and annoy outsiders. Like so much of internet culture, shitposting was pioneered on the message board 4chan – but Donald Trump is a natural. On the 12th anniversary of 9/11, he tweeted: “I would like to extend my best wishes to all, even the haters and losers, on this special date, September 11th.” The shitpost forces a choice: undermine public decorum by laughing along, or get offended, outing yourself as a hater and a loser.The deliberate impropriety of the shitpost makes good-faith engagement impossible.