Tom Scocca writes that ostentatious positivity, pitched as a noble response to the web's omnipresent snark, typically amounts only to the worse thing that snark itself cures: smarm.
What is smarm, exactly? Smarm is a kind of performance—an assumption of the forms of seriousness, of virtue, of constructiveness, without the substance. Smarm is concerned with appropriateness and with tone. Smarm disapproves. Smarm would rather talk about anything other than smarm. Why, smarm asks, can't everyone just be nicer?
The most significant explicator of the niceness rule—the loudest Thumper of all, the true prophetic voice of anti-negativity—is neither the cartoon rabbit nor the publicists' group nor Julavits, nor even David Denby. It is The Believer's founder and impresario, Dave Eggers.
Smarm is another word for Serious Culture—"In smarm is power"—and you know what to do with that.