But we’ll go farther than Plato. Longcat, a photograph, is a textbook example of a second-degree mimesis. (We might promote it to the third degree since the image on the internet is a digital copy of the original photograph of the physical cat which is itself a copy of Platonic ideal of a cat (the Godcat, if you will); but this line of thought doesn’t change anything in the argument.) The text-supplemented meme, on the other hand, the captioned cat, is at an infinite remove from the Godcat, the ultimate mimesis, copying the copy of itself eternally, the written language and the image echoing off each other, until it finally loops back around to the truth by virtue of being so far from it. It becomes its own truth, the fidelity of the eternal copy. It becomes a God.

Writing itself is the archetypical pharmakon and the archetypical copy, if you’ll come back with me to the Phaedrus (if we ever really left it). Speech is the real deal, Socrates says, with a smug little wink to his (written) dialogic buddy. Speech is alive, it can defend itself, it can adapt and change. Writing is its bastard son, the mimic, the dead, rigid simulacrum. Writing is a copy, a mīmēma, of truth in speech. To return to our analogous issue: the image of the cheezburger cat, the copy of the picture-copy-copy, is so much closer to the original Platonic ideal than the written language that accompanies it. (“Pharmakon” can also mean “paint.” Think about it, Jane. Just think about it.) The image is still fake, but it’s the caption on the cat that is the downfall of the republic, the real fakeness, which is both realer and faker than whatever original it is that it represents. Men and gods abhor the lie, Plato says in sections 382 a and b of the Republic.

οὐκ οἶσθα, ἦν δ᾽ ἐγώ, ὅτι τό γε ὡς ἀληθῶς ψεῦδος, εἰ οἷόν τε τοῦτο εἰπεῖν, πάντες θεοί τε καὶ ἄνθρωποι μισοῦσιν; πῶς, ἔφη, λέγεις; οὕτως, ἦν δ᾽ ἐγώ, ὅτι τῷ κυριωτάτῳ που ἑαυτῶν ψεύδεσθαι καὶ περὶ τὰ κυριώτατα οὐδεὶς ἑκὼν ἐθέλει, ἀλλὰ πάντων μάλιστα φοβεῖται ἐκεῖ αὐτὸ κεκτῆσθαι.

“Don’t you know,” said I, “that the veritable lie, if the expression is permissible, is a thing that all gods and men abhor?” “What do you mean?” he said. “This,” said I, “that falsehood in the most vital part of themselves, and about their most vital concerns, is something that no one willingly accepts, but it is there above all that everyone fears it.”

Man’s worst fear is that he will hold existential falsehood within himself. And the verbal lies that he tells are a copy of this feared dishonesty in the soul. Plato goes on to elaborate: “the falsehood in words is a copy of the affection in the soul, an after-rising image of it and not an altogether unmixed falsehood.” A copy of man’s false internal copy of truth. And what word does Plato use for “copy” in this sentence? That’s fucking right, μίμημα. Mīmēma. Mimesis. Meme. The new meme is a lie, manifested in (written) words, that reflects the lack of truth, the emptiness, within the very soul of a human. The meme is now not only an inferior copy, it is a deceptive copy.

But just wait, it gets better. Plato continues in the very next section of the Republic, 382 c. Sometimes, he says, the lie, the meme, is appropriate, even moral. It is not abhorrent to lie to your enemy, or to your friend in order to keep him from harm. “Does it [the lie] not then become useful to avert the evil—as a medicine?” You get one fucking guess for what Greek word is being translated as “medicine” in this passage. Ding ding motherfucking ding, you got it, φάρμακον, pharmakon. The μίμημα is a φάρμακον, the lie is a medicine/poison, the meme is a pharmakon.

But I’m sure that by now you’ve realized the (intentional) mistake in my argument that brought us to this point. I said earlier that the addition of written language to the meme flipped the pharmakon on its axis. But the pharmakon didn’t flip, it doesn’t have an axis. It was always both remedy and poison. The fact that this isn’t obvious to us from the very beginning of the discussion is the fault of, you guessed it, language. The initial lie (writing) clouds our vision and keeps us from realizing how false the second-order lie (the meme) is.

The very structure of the lying meme mirrors the structure of the written word that defines and corrupts it. Once you try to identify an “outside” in order to reveal the lie, the whole framework turns itself inside-out so that you can never escape it. The cat wants the cheezburger that exists outside the meme, but only through the meme do we become aware of the presumed existence of the cheezburger — we can’t point out the absurdity of the world of the meme without also indicting our own world. We can’t talk about language without language, we can’t meme without mimesis. Memes didn’t change between ‘06 and ‘07, it was us who changed. Or rather, our understanding of what we had always been changed. The lie became truth, the remedy became the poison, the outside became the inside. Which is to say that the truth became lie, the pharmakon was always the remedy and the poison, and the inside retreated further inside. It all came full circle. Because here’s the secret, Jane. Language ruined the meme, yes. But language itself had already been ruined. By that initial poisonous, lying copy. Writing.

The First Meme.

Language didn’t attack the meme in 2007 out of spite. It attacked it to get revenge.

Longcat is long. Language is language. Pharmakon is pharmakon. The phoneme topples the grapheme, witches ride through the night, our skulls hide secret messages on their surfaces, Smash Mouth is good after all. Hey now, you’re an all-star. Get your game on. Go play.

Perfect. 👌