HZ: How are we supposed to learn these rules? Because it's very subtle. 

GRETCHEN McCULLOCH: It is very subtle. And I think we learn them from interacting with each other primarily.

HZ: I know that I was never taught through formal channels to emphasise something by repeating letters - omfggggg! - or by putting a full stop or exclamation mark after every 👏 word 👏 in 👏 the 👏 sentence, or by attaching a gif of a panda upending a desk.

GRETCHEN McCULLOCH: We have been doing emphasis in writing for a lot longer than the internet has even been a glimmer in someone's imagination.