University of Chicago professor Agnes Callard proposes a theory called the "uni-context," suggesting a single set of norms now dictates behavior across all situations. This contrasts with historical "local and multiple" contexts, where actions were guided by immediate surroundings and social groups.

Callard's theory extends the concept of "context collapse," where online platforms flatten distinctions between different social circles. The uni-context, she argues, arises from a human impulse to transcend limitations, amplified by technologies like radio and smartphones. This drive to be "everywhere and know everything" leads to a universal room where one set of norms applies universally.

This shift helps explain phenomena like the prevalence of negativity bias online. Goodness, Callard explains, is highly context-dependent, while badness—like death or violence—is more universally understood. Consequently, criticisms and negative events tend to resonate more broadly across diverse audiences than positive ones, making them more compelling for global communication.