we as a society have travelled in a full circle and ended up smack dab in 2007 “I can has cheezburger” territory.
Remember Longcat, Equalistmako? I remember Longcat. Fuck the picture on this page, I want to talk about Longcat. Memes were simpler back then, in 2006. They stood for something. And that something was nothing. Memes just were. “Longcat is long.” An undeniably true, self-reflexive statement. Water is wet, fire is hot, Longcat is long. Memes were floating signifiers without signifieds, meaningful in their meaninglessness. Nobody made memes, they just arose through spontaneous generation; Athena being birthed, fully formed, from her own skull.
You could talk about them around the proverbial water cooler, taking comfort in their absurdity. “Hey, Johnston, have you seen the picture of that cat? They call it Longcat because it’s long!” “Ha ha, sounds like good fun, Stevenson! That reminds me, I need to show you this webpage I found the other day; it contains numerous animated dancing hamsters. It’s called — you’ll never believe this — hamsterdance!” And then Johnston and Stevenson went on to have a wonderful friendship based on the comfortable banality of self-evident digitized animals.
But then 2007 came, and along with it came I Can Has, and everything was forever ruined. It was hubris, Mako. We did it to ourselves. The minute we added written language beyond the reflexive, it all went to shit. Suddenly memes had an excess of information to be parsed. It wasn’t just a picture of a cat, perhaps with a simple description appended to it; now the cat spoke to us via a written caption on the picture itself. It referred to an item of food that existed in our world but not in the world of the meme, rupturing the boundary between the two. The cat wanted something. Which forced us to recognize that what it wanted was us, was our attention. WE are the cheezburger, Mako, and we always were. But by the time we realized this, it was too late. We were slaves to the very memes that we had created. We toiled to earn the privilege of being distracted by them. They fiddled while Rome burned, and we threw ourselves into the fire so that we might listen to the music. The memes had us. Or, rather, they could has us.
And it just got worse from there. Soon the cats had invisible bicycles and played keyboards. They gained complex identities, and so we hollowed out our own identities to accommodate them. We prayed to return to the simple days when we would admire a cat for its exceptional length alone, the days when the cat itself was the meme and not merely a vehicle for the complex memetic text. And the fact that this text was so sparse, informal, and broken ironically made it even more demanding. The intentional grammatical and syntactical flaws drew attention to themselves, making the meme even more about the captioning words and less about the pictures. Words, words, words. Wurds werds wordz. Stumbling through a crooked, dead-end hallway of a mangled clause describing a simple feline sentiment was a torture that we inflicted on ourselves daily. Let’s not forget where the word “caption” itself comes from: capio, Latin for both “I understand” and “I capture.” We thought that by captioning the memes, we were understanding them. Instead, our captions allowed them to capture us. The memes that had once been a cure for our cultural ills were now the illness itself.
Apparently you were supposed to find these chips in the board games section of Target and buy them to get a URL. Somehow this is way weirder to me than if they were just knock off Pringles.
