The double scare quote marks should index my puzzlement. I am not wondering about “memes” but about what my puzzlement should be about. Genetics? Popular culture? Some polity (with boundaries policed by various agencies)? These questions are also indexes to my ignorance, and actually to my discovering, again, that I am ignorant of something “every one else” appears to know. “Every one” includes all those who use the word “meme” without quote marks, as something that does not require explanation or teaching. I will assume that some of those are quite sure they know what “memes” are about (for example those who coded a “meme generator”), and, of course, those who do not know but, for one reason or another do not mention their ignorance, perhaps hoping that no one will notice and make fun. As for me, I started noticing the word in the New York Times. For a while I could not quite figure what they were talking about though it seemed to be about social media, the young and cool, … and the readers of the paper to whom the editors did not explain what a “meme” might be. I was irritated, and also amused by my irritation since the whole experience confirmed for me how the media educates: by shaming readers into accepting whatever new conventions the editors deem necessary for everyone to accept as proper.
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