The Ends Never Justify the Memes
Viral media always has social costs
We can’t engineer a society through memetics the way a biologist might hope to engineer an organism through genetics. To do so would bypass our higher faculties, our reasoning, and our collective autonomy. It is unethical, and, in the long run, ineffective. It’s also deliberately antihuman.
Sure, well-meaning and prosocial counterculture groups have attempted to spread their messages through the equivalents of viral media. They subvert the original meanings of corporate logos, leveraging the tremendous spending power of an institution against itself with a single clever twist. With the advent of a new, highly interactive media landscape, internet viruses seemed like a great way to get people talking about unresolved issues. If the meme provokes a response, this logic argues, then it’s something that has to be brought to the surface.
The problem is, the ends don’t always justify the memes. Today, the bottom-up techniques of guerrilla media activists are in the hands of the world’s wealthiest corporations, politicians, and propagandists. To them, viral media is no longer about revealing inequality or environmental threats. It’s simply an effective means of generating a response, even if that response is automatic, unthinking, and brutish. Logic and truth have nothing to do with…
