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2 Notes

It's easier than ever to share ideas, yet some of the most interesting ideas are burrowing deeper underground, circulating quietly among group chats, texts, and whisper networks. While memes – self-replicating bits of culture – thrive in an attention-driven economy, other ideas are becoming strangely harder to find. Antimemetics: Why Some Ideas Resist Spreading explores this paradox, uncovering the hidden forces that determine what we remember, what we forget, and why some ideas – no matter how compelling – resist going viral.

Drawing on historical examples, internet phenomena, and the mechanics of attention, as well as her experiences in the technology sector, Nadia Asparouhova examines how cultural and technological systems shape what enters the public consciousness. She argues that while some ideas spread effortlessly, others are structurally resistant to spread, whether due to their complexity, our personal discomfort with these ideas, or a lack of incentives to share them.

As we collectively navigate a highly charged, memetic world where the hive mind dictates what we see and think about, Antimemetics offers a new way to think about our place in the information ecosystem. It’s easy to be overwhelmed by the tide of viral noise, and often it seems like the only options are to either disengage or be swept away. But withdrawing from the conversation isn’t the only answer. By noticing what gets lost in the memetic churn, we can reclaim our attention, find thoughtful ways to participate, and shape the exchange of ideas – rather than letting it unconsciously shape us.

All collectors will receive an invitation to a private online roundtable with author Nadia Asparouhova and editor Yancey Strickler, where we'll go deeper into these ideas together.

TABLE OF CONTENTS: Chapter 0: Escaping Containment Chapter 1: Hidden City Chapter 2: Drag Coefficient Chapter 3: Memetic Galapagos Chapter 4: We Are Our Attention Chapter 5: Sacred Knowledge Chapter 6: Towards Not-Forgetting

FURTHER DETAILS: "Antimemetics" Published by The Dark Forest Collective Paperback, 168 pages, 4.47 x 7.0 inches / 12 x 18 cm ISBN: 979-8-9929364-0-7

Release Notes (2)

About the author

Nadia Asparouhova is a writer and researcher. Her work has been supported by Emergent Ventures, Ford Foundation, Schmidt Futures, Ethereum Foundation, and others. Her writing has appeared in Wired, The New Atlantis, The Point, Tablet Magazine, and Asterisk. She is the author of Working in Public: The Making and Maintenance of Open Source Software (Stripe Press), and Roads and Bridges: The Unseen Labor Behind Our Digital Infrastructure (Ford Foundation).

About the publisher

The Dark Forest Collective is a collaboration among a group of internet writers. Our first book, "The Dark Forest Anthology of the Internet," explored how we live online. "Antimemetics" is our second title.

Record details

Category
Publishing
Release Date
26 March 2025
Catalog Number
DFC 004

Antimemetics: Why Some Ideas Resist Spreading

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Why do some ideas spread like wildfire, while others resist being seen — despite their importance? A new book by Nadia Asparouhova explores the emerging phenomenon of antimemetics. Published by the Dark Forest Collective. Ships May 2025. Pre-order now.

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Limited run of 2000