The Life and Death of a Political Meme
The New York Times
Speed and novelty are two essential elements when it comes to out-memeing a political opponent.
Most memes age like milk.
Ephemeral and ironic, the viral jokes are usually created to capture a moment in time or express a feeling in the air, at the speed of the internet.
That’s why, for every “Distracted Boyfriend” or “Is This a Pigeon?” meme — ones that have endured long enough to enter the basic lexicon of social media — there are hundreds of others that serve their purpose and shuffle off to the meme graveyard. (Remember Left Shark? Ken Bone? This Could Be Us But You Playin’?)
Political memes are no different, a fact made abundantly clear by the life and quick death of the “Brat” meme surrounding the campaign of the presumptive Democratic presidential nominee, Kamala Harris.
While speaking the language of the internet can help make a candidate appear savvy and knowing, embracing memes and jokes too strongly risks crossing the dreaded line into cringe. But candidates who are able to toe the line can reap the benefits of an outpouring of organic enthusiasm that is unique to digital culture.
Last month, excited online supporters of Ms. Harris ran the candidate through a chartreuse filter, in the mode of the zeitgeisty album by Charli XCX. Fan cams, edited images and jokes seeped into popular consciousness from the bottom up, as many effective memes do.
