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).

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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.

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