“It will kill that” - a quote from Victor Hugo’s “Notre Dame de Paris”.
In antiquity, in order to convey to the people of the whole world their idea, it was necessary to create monumental monuments, so all the arts worked precisely on the creation of monuments. After the appearance of books for a similar task, it was enough just to print a book, some books survived by the durability of the building. Now it’s enough to launch an Internet meme on social networks or publish an interesting post without bothering to do this.