Like how goodbye started off as god be with you but morphed into goodbye. How did it go from one person saying it to everyone in a country saying it if there was no radio or tv to spread the word?
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There is no such thing as before media. Media refers to all the different ways humans used to communicate. Even just talking to each other is a medium of communication.
And since just talking to each other was the most common form of communication, that is most responsible for how phrases spread. Sometimes you might get a famous storyteller to use a phrase, at which point it might spread even faster, ir it might get written down in some of the rare books which might make it last for longer, but ultimately whether or not it caught on would depend on whether or not people were saying it.
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