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But memes also have a serious side, according to researchers looking at modern forms of communication. They are a language in themselves, with a capacity to transcend cultures and construct collective identities between people. These sharable visual jokes can also be powerful tools for self-expression, connection, social influence and even political subversion. Internet memes "are one of the clearest manifestations of the fact there is such a thing as digital culture", says Paolo Gerbaudo, a reader in digital politics and director of the Centre for Digital Culture at Kings College London. Gerbaudo describes memes as a "sort of a ready-made language with many kinds of stereotypes, symbols, situations. A palette that people can use, much like emojis, in a way, to convey a certain content".

"We see the replication of mundane reality in many forms of art," says Idil Galip, a doctoral researcher at the University of Edinburgh, and founder of the Meme Studies Research Network. "Even going back to, let's say, Hellenic times, you've got something like tragic theatre, that takes things that happen to you that are upsetting and real-life and makes them into comedic things, which is what memes do." With the arrival of the internet, however, memes have become a more tangible phenomenon that can be observed as they grow, spread and mutate. "In a way, it's like internet users paving the way for academics to look at memes more scientifically," says Limor Shifman, a professor of communication at the Hebrew University of Jerusalem. Researchers at Facebook showed in a study in 2014 just how widely memes posted on the social media site can spread and evolve. In one example, they found 121,605 different variants of one particular meme posted across 1.14 million status updates.

Shifman's definition of memes, now widely used in the field, describes them as "a group of texts with shared characteristics, with a shared core of content, form, and stance". Broadly, "content" refers to ideas and ideologies, while "form" to our sensory experiences such as audio or visual, and "stance" to the tone or style, structures for participation, and communicative functions of the meme.

Memes tap into collective consciousness online and have been referred to as digital folklore – or "Netlore". "We can see not just the new ways people do things or the new ways people express themselves in public but also some of the themes, some of the anxieties or desires people have. All of these complex issues are reflected in things like memes," says Gerbaudo.  But for an idea to become a meme, it needs to be shared. Most successful internet memes – in that they spread wide and far – share a few key attributes. "Usually the most viral, most loved memes are memes that are about things that are very recent in public memory," says Galip. But often they are also "something that was important to many people", she says. "Viral memes usually appeal to the most common denominator. So you don't have to necessarily be embedded in internet subculture to understand what it's saying. And the final thing I think is, it's the most basic thing but it's very hard to replicate, is that it should be fun to look at, and fun to share."

Memes also have an uncanny way of capturing a feeling, experience, or state of mind which resonates with people, depending on the "niche-ness" of the meme. One small recent study found that people with depression rated depression-related memes as more humorous, relatable and shareable. The researchers suggest memes elegantly portray the experience of depression which some may find hard to vocalise. And because they are highly relatable among people with depression, they could offer the perception of social support and emotional connection. The findings echo those in other studies that have suggested internet memes can contribute to the formation of a collective identity among marginalised groups such as the LGBTQ+ community or among disparate networks of people, such as those who have been conceived with donated sperm or eggs.

"Niche memes are not meant to go viral," says Galip. "They're meant usually to create things like in-group belonging, something that kind of strengthens a sense of identity."

One perspective put forward by Joshua Nieubuurt, who studies misinformation and disinformation at the University of Maryland in the US and the University of Okinawa in Japan, is that memes can be regarded as a modern digital equivalent of the propaganda leaflet. He points to the way memes have been used to support or undermine arguments for Covid-19 restrictions and vaccinations, using humour and sarcasm to delegitimise the stances of people on either side of the debate.

Online, memes are important facilitators of communication, belonging, and digital activism, that can both unite and divide us, depending on who we are and how we participate with them.

"This format of communication is here to stay because it's a very stable way of expressing your individuality and your communality," says Shifman. Gerbaudo notes that memes are already evolving – branching out more into video sharing. "TikTok videos are memetic in character," he says. "They respond to challenges, which have a certain format, where people need to kind of play with a given, pre-established set of interactions."

These creative reimaginings of blogs have quietly taken nerdier corners of the internet by storm. A growing movement of people are tooling with back-end code to create sites that are more collage-like and artsy, in the vein of Myspace and Tumblr—less predictable and formatted than Facebook and Twitter.

Through them, people are creating an internet that is less about connections and feedback, and more about quiet spaces they can call their own.

In fact, the whole point of digital gardens is that they can grow and change, and that various pages on the same topic can coexist. “It’s less about iterative learning and more about public learning,” says Maggie Appleton, a designer. Appleton’s digital garden, for example, includes thoughts on plant-based meat, book reviews, and digressions on Javascript and magical capitalism. It is “an open collection of notes, resources, sketches, and explorations I’m currently cultivating,” its introduction declares. “Some notes are Seedlings, some are budding, and some are fully grown Evergreen[s].”

Rather than presenting a set of polished articles, displayed in reverse chronological order, these sites act more like free form, work-in-progress wikis. A garden is a collection of evolving ideas that aren't strictly organised by their publication date. They're inherently exploratory – notes are linked through contextual associations. They aren't refined or complete - notes are published as half-finished thoughts that will grow and evolve over time. They're less rigid, less performative, and less perfect than the personal websites we're used to seeing.

It harkens back to the early days of the web when people had fewer notions of how websites "should be.” It's an ethos that is both classically old and newly imagined.

digital gardening is not about specific tools – it's not a Wordpress plugin, Gastby theme, or Jekyll template. It's a different way of thinking about our online behaviour around information - one that accumulates personal knowledge over time in an explorable space.

Gardens present information in a richly linked landscape that grows slowly over time. Everything is arranged and connected in ways that allow you to explore. Think about the way Wikipedia works when you're hopping from Bolshevism to Celestial Mechanics to Dunbar's Number. It's hyperlinking at it's best. You get to actively choose which curiosity trail to follow, rather than defaulting to the algorithmically-filtered ephemeral stream. The garden helps us move away from time-bound streams and into contextual knowledge spaces.

Joel focused on the process of digital gardening, emphasising the slow growth of ideas through writing, rewriting, editing, and revising thoughts in public. Instead of slapping Fully Formed Opinions up on the web and never changing them.

However, many of these no-code tools still feel like cookie-cutter solutions. Rather than allowing people to design the information architecture and spatial layouts of their gardens, they inevitably force people into pre-made arrangements. This doesn't meant they don't "count,” as "real” gardens, but simply that they limit their gardeners to some extent. You can't design different types of links, novel features, experimental layouts, or custom architecture. They're pre-fab houses instead of raw building materials.

Gardens are organised around contextual relationships and associative links; the concepts and themes within each note determine how it's connected to others. This runs counter to the time-based structure of traditional blogs: posts presented in reverse chronological order based on publication date. Gardens don't consider publication dates the most important detail of a piece of writing. Dates might be included on posts, but they aren't the structural basis of how you navigate around the garden. Posts are connected to other by posts through related themes, topics, and shared context.

Gardens are never finished, they're constantly growing, evolving, and changing. Just like a real soil, carrot, and cabbage garden. The isn't how we usually think about writing on the web. Over the last decade, we've moved away from casual live journal entries and formalised our writing into articles and essays. These are carefully crafted, edited, revised, and published with a timestamp. When it's done, it's done. We act like tiny magazines, sending our writing off to the printer. This is odd considering editability is one of the main selling points of the web. Gardens lean into this – there is no "final version” on a garden. What you publish is always open to revision and expansion.

You're freed from the pressure to get everything right immediately. You can test ideas, get feedback, and revise your opinions like a good internet citizen. It's low friction. Gardening your thoughts becomes a daily ritual that only takes a small amount of effort. Over time, big things grow. It gives readers an insight into your writing and thinking process. They come to realise you are not a magical idea machine banging out perfectly formed thoughts, but instead an equally mediocre human doing The Work of trying to understand the world and make sense of it alongside you.

Gardens are imperfect by design. They don't hide their rough edges or claim to be a permanent source of truth. Putting anything imperfect and half-written on an "official website” may feel strange. We seem to reserve all our imperfect declarations and poorly-worded announcements for platforms that other people own and control. We have all been trained to behave like tiny, performative corporations when it comes to presenting ourselves in digital space. Blogging evolved in the Premium Mediocre culture of Millenialism as a way to Promote Your Personal Brand™ and market your SEO-optimized Content. Weird, quirky personal blogs of the early 2000's turned into cleanly crafted brands with publishing strategies and media campaigns. Everyone now has a modern minimalist logo and an LLC. Digital gardening is the Domestic Cozy response to the professional personal blog; it's both intimate and public, weird and welcoming. It's less performative than a blog, but more intentional and thoughtful than a Twitter feed. It wants to build personal knowledge over time, rather than engage in banter and quippy conversations.

If you give it a bit of forethought, you can build your garden in a way that makes it easy to transfer and adapt. Platforms and technologies will inevitably change. Using old-school, reliable, and widely used web native formats like HTML/CSS is a safe bet. Backing up your notes as flat markdown files won't hurt either.

Creative research is all about collecting the dots. It’s more common to think of “connecting the dots” but the truth is that you can’t connect the dots you can’t see. And we can only hold a tiny number of things in our brains at once. So a space for collecting (and organizing) the dots is a crucial foundation for thinking, creativity and more:

collect raw material, then think about it. From this process comes pattern recognition and eventually the insights that form the basis of novel ideas.

“You can re-sign your lease, but I have to raise it by $250 a month because I realized there was a bigger number your rent could be,” Turley informed his tenant of six years, attributing the rent increase to a need to keep up with the rising numbers he could envision. “Look, you’re a good tenant and all, but I thought of a bigger number and that puts me in a bind. Did you know that $2,850 is larger than $2,600? Most tenants don’t concern themselves with things like that, but as a landlord, I always have to be adjusting my leasing requirements to match the larger amounts that happen to come to mind.”

RIOT’s musical prowess is mostly self-taught. At 10, RIOT (born Ephrem Lopez Jr.) learned everything there was to know about loops and arrangements; at 15, he got his first DAW (digital audio workstation) and mastered Reason Studios, a music production software that remains his go-to.

“It's funny because Hype was just trying to call me a lyricist. I wouldn't consider myself a lyricist. Obviously, lyrics go into music and I do think about them and I do be having bars in my music but they're just super simple,” she says. “I want them to be digestible, I don't want them to fly over people's heads and they never catch it. I want people to hear it right away and be like, ‘OK, that was cute.’ But it's also fun at the same time.”

Ice is keenly aware of the comments made about her, but she isn’t interested in thoughts from nameless, faceless figures. In fact, she’s figuring out what internal rest looks like. Right now? It means she’s seven days into creating a workout and reading routine (her trainer just gave her James Clear’s bestseller Atomic Habits), taking frequent social media breaks and keeping her phone perpetually on DND (do not disturb), even putting me on to iPhone’s sleep mode. “It’s like super DND,” she giggles. “Very, very calming.”

So, aside from the people in her corner, whose opinion does she care about? “The critics,” she admits. “Because they actually study music and care about it. So I feel like I’d rather hear their opinion. ​​I'm more interested in that because at least it’ll be paragraphs explaining why they feel that way and I'll be able to understand the person better versus just one little hateful ass comment from a private page. At least there's an author and a face attached.”

Ice is leading a new class of women, including the likes of Kenzo B and Maiya the Don, who are changing what the drill scene looks and sounds like in New York, and appealing to an audience beyond its borders

The shift is happening in tandem with Latin music’s continual crawl further into the mainstream as pop’s leader in revenue and pace of growth. However, Ice has helped recenter hip-hop in mainstream culture and pop charts. Her take on the genre and unexpected rise might have been the reason why so many people had something to say about her landing the final slot on a Complex list ranking the best 50 New York rappers of all time.

The man-child. The people who so loved playing characters that they played characters in their real lives, too, without actually transforming themselves into more mature human beings. He knew the cliché about celebrities staying developmentally the age that they were when they became famous. But how is a beloved movie star meant to change the right way? How is he supposed to grow up? How does he meaningfully evolve his life and art without killing his core?

What happens when you deliberately defy the moves that led you where you’d always wanted to go, and try something altogether different? It was a risk. But it made perfect sense. It happens. Your family members start to die. Your elders get replaced by your peers. You pack up your life and plant roots elsewhere. You put down the instrument that made you known and pick up another one instead. You plug it in. Do you hear that? That’s the buzz of something new. Wait till you hear what it sounds like when you strum.

Your best thinking is when you are fully engaged in the stuff in front of you, connecting it to other stuff—and finding your unique perspective amongst it all.

An airstrike near the Jabaliya refugee camp had just killed at least 27 people, mostly women and children, according to Hamas authorities, and dozens were wounded. When asked how he would clean their wounds, he said that he would use what little tap water they had, even if it was mixed with sewage.

When Israel severed electricity to Gaza, the desalination plants all shut down. So did the wastewater treatment stations. That has left the entire territory without running water. People buy dwindling jugs from municipal sanitation stations, scour for bottles in supermarkets or drink whatever fetid liquid may dribble out of their pipes.

It took 35-year-old Noor Swirki two hours on Saturday to find a box of six bottles she will try to stretch throughout the coming days. She took her first shower in a week Saturday, using a cup of polluted tap water and splashing it over her husband and two children before rubbing the remaining moisture on her skin. “We are here without anything, even the most basic thing,” she said, shouting over the persistent noise of crying children in the U.N. shelter in southern Khan Younis, where she sought refuge after an airstrike demolished her Gaza City apartment. “We’re worried about our safety in the bombing and now there’s this other issue of survival.”

Even Obsidian’s most dedicated users don’t expect it to take on Notion and other note-taking juggernauts. They see Obsidian as having a different audience with different values.

Obsidian is on some ways the opposite of a quintessential MacStories app—the site often spotlights apps that are tailored exclusively for Apple platforms, whereas Obsidian is built on a web-based technology called Electron—but Voorhees says it’s his favorite writing tool regardless.

When I first read a history of Israel, I was amazed at the image of Israel being like an onion: there always seems to be a deeper layer and an older claim to the land