There’s an equation that governs human life in general and social media in particular: simple idea + simple word combination (meme) = enormous uptake. Conversely: complex idea + complex word combination = no one even bothers to read past the first three words. Our brains, unfortunately, are hardwired to avoid thinking whenever possible and those lovely memes & gifs and sound-bites let us do it for as long as we want (which is basically until we die, sometimes as a result of doing something in a meme such as planking in a dangerous place or swallowing too many Tide Pods).

Anyone who enjoys my articles here on Medium may be interested in my books Why Democracy Failed and The Praying Ape, both available from Amazon.