There is nothing that Artnet’s Art Critic Ben Davis likes better than finding a name for a phenomenon that’s all around him, but that he doesn’t have a name for yet. The writer and theorist Nadia Asparouhova has a new book out that offered exactly this. It’s called Antimemetics: Why Some Ideas Resist Spreading.

We tend to think of cultural influence as being tied to popularity and visibility. What Asparouhova wants us to pay attention to is a whole other class of cultural stuff whose influence is linked instead to being hard to find or difficult to understand. These are what she calls “anti-memes.”

It’s the opinion puts you at odds with some people but really connects you to others, so you’re careful how you share it. It’s the artwork that looks like nonsense to the majority of the audience but is full of intricate meaning to fans.

The theory of "anti-memes” is about how some of our most intense cultural investments are below the radar—not because they haven’t been found yet, but because that’s how they are built.

All this touches on themes that a lot of artists have been thinking about. Asparouhova’s book, in fact, is published by a group of artists and thinkers called the Dark Forest Collective, named after writer Yancey Strickler’s idea of the internet as a “dark forest,” a space that has become so contentious and commercial that the smart people retreat to more private digital spaces for authenticity and cachet. Asparouhova’s book helps focus in on the question of how difficult ideas and art that’s not built to go viral survive and find real fans now.

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The New Rules of Subculture