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"How the 'emotional contagion' of memes makes them the internet's moral conscience By Allie Volpe Aug 27, 2018, 11:30am EDT Illustration by Alex Castro & Keegan Larwin SHARE Newly single, Jason Donahoe was perusing Tinder for the first time since it started integrating users' Instagram feeds. Suddenly, he had an idea: follow the Instagram accounts of some of the women he'd been interested in but didn't match with on the dating service. A few days later, he considered taking it a step further and direct messaging one of the women on Instagram. After all, the new interface of the dating app seemed to encourage users to explore other areas of potential matches' online lives, so why not take the initiative to reach out? Before he had a chance, however, he came across the profile of another woman whose Tinder photo spread featured a meme with Parks and Recreation character Jean-Ralphio Saperstein (Ben Schwartz) leaning into the face of Ben Wyatt (Adam Scott) with the caption: hey I saw you on Tinder but we didn't match so I found your Instagram you're so beautiful you don't need to wear all that makeup ahah I bet you get a lot of creepy dm's but I'm not like all those other guys message me back beautiful btw what's your snap "I was like, 'Oh shit, wow,'" Donahoe says. Seeing his potential jerk move laid out so plainly as a neatly generalized joke, he saw it in a new light. "I knew a) to be aware of that, and b) to cut that shit out … It prompted self-reflection on my part." THE MOST SUCCESSFUL MEMES STRIKE A CULTURAL CHORD AND CAN GUIDE AND EVEN INFLUENCE BEHAVIOR Donahoe says memes have resonated with him particularly when they depict a "worse, extreme version" of himself. For Donahoe, the most successful memes are more than just jokes. They "strike a societal, cultural chord" and can be a potent cocktail for self-reflection as tools that can guide and even influence behavior. In the months leading up to the 2016 US

Human networks are not random. We connect to others who're like us in some way; social scientists call this homophily. A point of similarity might be something as fundamental to our identity as gender, religion, ethnicity, age, values, or beliefs. Or it could be, and often is, socioeconomic status. Or geographic-say, a neighborhood, city, or region where you grew up. Or an enthusiasm-football, a popular video game, or a breed of dog. When we meet someone at a party, we quickly try to find out if our networks connect in some way. Where are you from? What do you do? How do you know the host? Homophily is a human universal and an essential piece of our mental equipment for sustaining cooperation.