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  "description": "“Community” is on every marketer's deck right now, but most brands are just renaming their audience strategy. Here’s a more honest – and more hopeful – way to think about audience, fandom and community in a post‑mass‑reach, AI‑everywhere world.",
  "path": "/what-real-community-looks-like-and-how-to-build-it/",
  "publishedAt": "2026-02-25T21:46:00.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
  ],
  "textContent": "Everyone’s suddenly obsessed with “community”. For SXSW, the most popular topic submitted this year wasn't AI – it was community and human connection, with organizers saying that \"in an AI-saturated world, proposals show a renewed emphasis on the power of connection and what it means to be human.\"\n\nEvery deck, every pitch, every brand update seems to have it somewhere near the top. But if everyone’s “building a community”, why does so much of it feel empty and one-directional?\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "What Real Community Looks Like (And How to Build It)",
  "updatedAt": "2026-04-21T11:13:47.647Z"
}