Notes

CHAPTER 1

1. Shifman, Limor. Memes. Cambridge, MA: The MIT Press, 2014.

2. Dawkins, Richard. The Selfish Gene: 40th Anniversary Edition. Oxford: Oxford University Press, 2016.

3. Blackmore, Susan, and Richard Dawkins. The Meme Machine. Oxford: Oxford University Press, 2000.

4. Shifman, Memes.

5. r/shittyfoodporn. “When Payday Is Still Two Days Away.” reddit. Accessed January 10, 2020. https://www.reddit.com/r/shittyfoodporn/comments/9yb873/when_payday_is_still_two_days_away/.

6. Aurelius, Marcus. Meditations. Translated by Albert Wittstock and Martin Hammond. Introduction by Christopher Gill. Oxford: Oxford University Press, 2013.

7. “Shifts for 2020: Multisensory Multipliers.” Facebook IQ. Accessed January 10, 2020. https://www.facebook.com/business/news/insights/shifts-for-2020-multisensory-multipliers.

CHAPTER 2

1. “The Ice Water Challenge.” Cancer Society Auckland. Accessed January 10, 2020. https://web.archive.org/web/20140819082259/https://www.cancer societyauckland.org.nz/newsandmedia.

2. Federer, Joe. “4 Reasons You’re Seeing More Videos on Facebook Than Ever.” THAT’S FICTION, May 2, 2015. http://www.thatsfiction.com/latest-work/2015/5/2/4-reasons-youre-seeing-more-videos-on-facebook-than-ever.

3. Shaban, Hamza. “Digital Advertising to Surpass Print and TV for the First Time, Report Says.” The Washington Post. WP Company, March 7, 2019. https://www.washingtonpost.com/technology/2019/02/20/digital-advertising-surpass-print-tv-first-time-report-says/?noredirect=on&utm_term=.2afae4360624.

CHAPTER 3

1. “The History of Word of Mouth Marketing.” The Free Library. Accessed January 11, 2020. https://www.thefreelibrary.com/Thehistoryofwordofmouthmarketing.-a0134908667.

2. Louis Vuitton. “Virgil Abloh Staples Edition.” Facebook. Accessed January 11, 2020. https://www.facebook.com/watch/?v=2334680580142899.

3. Wendy’s. “Buy Our Cheeseburgers.” Twitter. Accessed January 11, 2020. https://twitter.com/Wendys/status/1012398470903291904.

4. “Slaps Roof of Car.” Know Your Meme, June 28, 2018. https://knowyourmeme.com/memes/slaps-roof-of-car.

5. Small, Deborah. “Hearts, Minds and Money: Maximizing Charitable Giving.” Interview by Knoledge@Wharton. Wharton Education. Accessed January 11, 2020. https://knowledge.wharton.upenn.edu/article/maximizing-charitable-giving/.

6. Naumann, Robert K., Janie M. Ondracek, Samuel Reiter, Mark Shein-Idelson, Maria Antonietta Tosches, Tracy M Yamawaki, and Gilles Laurent. “The Reptilian Brain.” National Center for Biotechnology Information, April 20, 2015. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4406946/.

7. r/Starterpacks. “The ‘Every Cheap Italian Restaurant’ Starter Pack.” reddit. Accessed January 11, 2020. https://www.reddit.com/r/starterpacks/comments/akcryr/the_every_cheap_italian_restaurant_starter_pack/.

8. Brita. “ ‘I’m Trying to Save Money Now’ Starter Pack from Your Friends at Brita (r/FellowKids, Here We Come!).” reddit. Accessed January 11, 2020. https://www.reddit.com/user/Brita_Official/comments/8xsra0/im_trying_to_save_money_now_starter_pack_from/.

9. Brita. “Wow, Reddit! 100 Posts in r/Fellowkids and Counting, We’re Flattered. Remember to Fill up Your Brita, All That Salt Must Be Making You Thirsty!” reddit. Accessed January 11, 2020. https://www.reddit.com/user/Brita_Official/comments/984hyt/wow_reddit_100_posts_in_rfellowkids_and_counting/.

CHAPTER 4

1. Victor, Anucyia. “Zilla Van Den Born Boasts of Trekking in Asia Using Photos Taken in Home Town.” Daily Mail Online, September 9, 2014. https://www.dailymail.co.uk/travel/travel_news/article-2749306/What-scam-Student-boasts-friends-trekking-Asia-visiting-stunning-beaches-tasting-local-cuisine-meeting-Buddhist-monks-using-FAKE-photos-taken-home-town.html.

2. Hunt, Melissa G., Rachel Marx, Courtney Lipson, and Jordyn Young. “No More FOMO: Limiting Social Media Decreases Loneliness and Depression.” Journal of Social and Clinical Psychology 37, no. 10 (2018): 751–768. https://doi.org/10.1521/jscp.2018.37.10.751.

3. Williams, Shawna. “Human Species May Be Much Older Than Previously Thought.” The Scientist Magazine, September 29, 2017. https://www.the-scientist.com/news-opinion/human-species-may-be-much-older-than-previously-thought-30819.

4. “Don’t Believe Facebook; You Only Have 150 Friends.” NPR, June 5, 2011. https://www.npr.org/2011/06/04/136723316/dont-believe-facebook-you-only-have-150-friends.

5. Knapton, Sarah. “Facebook Users Have 155 Friends—but Would Trust Just Four in a Crisis.” The Telegraph. Telegraph Media Group, January 20, 2016. https://www.telegraph.co.uk/news/science/science-news/12108412/Facebook-users-have-155-friends-but-would-trust-just-four-in-a-crisis.html.

6. Clement, J. “Global Social Media Account Ownership 2018.” Statista, July 22, 2019. https://www.statista.com/statistics/788084/number-of-social-media-accounts/.

7. McKie, Robin. “How Hunting with Wolves Helped Humans Outsmart the Neanderthals.” The Guardian. Guardian News and Media, March 1, 2015. https://www.theguardian.com/science/2015/mar/01/hunting-with-wolves-humans-conquered-the-world-neanderthal-evolution.

8. Bedell, Geraldine. “Rates of Depression Have Soared in Teenagers. What Are We Doing Wrong?” The Independent. Independent Digital News and Media, February 27, 2016. https://www.independent.co.uk/life-style/health-and-families/features/teenage-mental-health-crisis-rates-of-depression-have-soared-in-the-past-25-years-a6894676.html.

9. Cramer, Shirley, and Dr. Becky Inkster. “#StatusOfMind Social Media and Young People’s Mental Health and Wellbeing.” Royal Society for Public Health, May 2017. https://www.rsph.org.uk/our-work/campaigns/status-of-mind.html.

10. Scribner, Herb. “63 Percent of Instagram Users Report Being ‘Miserable.’ Here’s Why.” Deseret News. June 25, 2018. https://www.deseret.com/2018/6/25/20647615/63-percent-of-instagram-users-report-being-miserable-here-s-why.

11. Houser, Kristin. “Surprise! Reddit Is Actually Helping People Battle Mental Illness.” Futurism. Neoscope, April 20, 2018. https://futurism.com/neoscope/reddit-depression-mental-illness.

12. Marx, Christopher, Cord Benecke, and Antje Gumz. “Talking Cure Models: A Framework of Analysis.” Frontiers in Psychology 8 (2017). https://doi.org/10.3389/fpsyg.2017.01589.

13. Peterson, Jordan B. “Biblical Series VIII: The Phenomenology of the Divine.” YouTube, July 27, 2017. https://www.youtube.com/watch?v=UoQdp2prfmM.

14. Litman, Jordan A. “Epistemic Curiosity.” Encyclopedia of the Sciences of Learning, 2012, 1162–1165. https://doi.org/10.1007/978-1-4419-1428-6_1645.

15. r/Showerthoughts. “ ‘I Add ‘Reddit’ after Every Question I Search on Google Because I Trust You All More Than Other Strangers.’ ” reddit, September 24, 2016. https://www.reddit.com/r/Showerthoughts/comments/54btqq/i_add_reddit_after_every_question_i_search_on/.

16. McCoy, Terrence. “4chan: The ‘Shock Post’ Site That Hosted the Private Jennifer Lawrence Photos.” The Washington Post. WP Company, September 2, 2014. https://www.washingtonpost.com/news/morning-mix/wp/2014/09/02/the-shadowy-world-of-4chan-the-shock-post-site-that-hosted-the-private-jennifer-lawrence-photos/.

17. Clement, J. “Global Social Media Account Ownership 2018.”

CHAPTER 5

1. Dove US. “Dove Real Beauty Sketches | You’re More Beautiful Than You Think.” YouTube, April 14, 2013. https://www.youtube.com/watch?v=XpaOjMXyJGk.

2. Bahadur, Nina. “How Dove Tried to Change the Conversation About Female Beauty.” HuffPost, December 7, 2017. https://www.huffpost.com/entry/dove-real-beauty-campaign-turns-10_n_4575940.

3. Dinesh, Disha. “11 Awesome Facebook Campaigns to Inspire You.” DreamGrow, July 10, 2019. https://www.dreamgrow.com/11-awesome-inspiring-facebook-campaings/.

4. Brett, Brian. “The Psychology of Sharing: Why Do People Share Online?” New York Times, July 13, 2011. https://web.archive.org/web/20160922145048/http://nytmarketing.whsites.net/mediakit/pos/POS_PUBLIC0819.php. Additional information available here: https://www.businesswire.com/news/home/20110713005971/en/New-York-Times-Completes-Research-%E2%80%98Psychology-Sharing%E2%80%99.

5. Ziploc Brand. “Cheesecake Stuffed Strawberries.” Facebook, March 9, 2015. https://www.facebook.com/Ziploc/photos/a.329236260422251/947546951924509/?type=3&theater.

6. Ziploc Brand. “DIY Tie-Dye Crayons.” Facebook, September 18, 2015. https://www.facebook.com/Ziploc/photos/a.329236260422251/1049744868371383/?type=3&theater.

7. Ziploc Brand. “Pecan Pie Bark.” Facebook, November 17, 2015. https://www.facebook.com/Ziploc/photos/a.329236260422251/1068198406526029/?type=3&theater.

8. Ziploc Brand. “Easy Pomegranate Juice.” Facebook, July 26, 2014. https://www.facebook.com/Ziploc/photos/a.329236260422251/820978114581394/?type=3&theater.

9. “Snapchat Advertising Formats.” Snapchat for Business. Accessed January 14, 2020. https://forbusiness.snapchat.com/advertising.

10. Johnson, Lauren. “Taco Bell’s Cinco De Mayo Snapchat Lens Was Viewed 224 Million Times.” Adweek, May 11, 2016. https://www.adweek.com/digital/taco-bells-cinco-de-mayo-snapchat-lens-was-viewed-224-million-times-171390/.

11. “I’m Getting Ready for Small Business Saturday, Nov 30. Are You?” American Express. Accessed January 14, 2020. https://www.americanexpress.com/us/small-business/shop-small/.

12. Vasquez, Natalia. “11 Examples of Branded Snapchat Filters & Lenses That Worked.” Medium. Comms Planning, February 28, 2017. https://medium.com/comms-planning/11-branded-snapchat-filters-that-worked-94a808afa682.

13. “Sony Pictures’ Venom Snapchat Campaign Drove 1 Million Incremental Movie Ticket Sales.” Snapchat for Business. Accessed January 14, 2020. https://forbusiness.snapchat.com/inspiration/sony-pictures-venom-snapchat-campaign-drove-1-million-incremental-movie.

14. “Snapchat Ad Examples & Success Stories: Snapchat for Business.” Snapchat for Business. Accessed January 14, 2020. https://forbusiness.snapchat.com/inspiration.

15. “Squatty Potty.” Facebook. Accessed January 14, 2020. https://www.facebook.com/squattypotty/.

16. Squatty Potty. “This Unicorn Changed the Way I Poop.” Facebook, October 2015. https://www.facebook.com/squattypotty/videos/925884884149638/.

CHAPTER 6

1. Freud, Sigmund. Civilization and Its Discontents. New York, NY: Norton, 2010.

2. Shaw, Beau. “Historical Context for the Writings of Sigmund Freud.” Columbia College. https://www.college.columbia.edu/core/content/writings-sigmund-freud/context.

3. Cramer, Shirley, and Dr. Becky Inkster. “#StatusOfMind Social Media and Young People’s Mental Health and Wellbeing.”

4. “30 Minutes of Daily Meditation Can Stave Off Anxiety And Depression.” HuffPost, January 7, 2014. https://www.huffingtonpost.co.uk/entry/anxiety-and-depression-meditation_n_4549618.

5. Turner, Laura. “Is Twitter Making You More Anxious?” The Atlantic. Atlantic Media Company, July 19, 2017. https://www.theatlantic.com/technology/archive/2017/07/how-twitter-fuels-anxiety/534021/.

6. R/GA. “Beats by Dre Straight Outta Compton—The Shorty Awards.” The Shorty Awards. Accessed January 14, 2020. https://shortyawards.com/8th/straight-outta-3.

7. “How Heinz Harnessed the Power of Twitter and Got 1 Billion Impressions in 48 Hours.” Twitter Marketing. Accessed January 14, 2020. https://marketing.twitter.com/na/en/success-stories/how-heinz-harnessed-the-power-of-twitter-and-got-one-billion-impressions.

8. Heinz Ketchup. “Looks Like Chicago Is Among the First to Get Dipped in #Mayochup!” Twitter, September 19, 2018. https://twitter.com/HeinzKetchup_US/status/1042390349468053504.

9. Buzzfeed. “@Buzzfeedtasty.” Instagram. Accessed January 14, 2020. https://www.instagram.com/buzzfeedtasty/?hl=en.

10. “Lowe’s Fix in Six: Using ‘The New’ to Create ‘Know-How.’ ” The 4A’s. Accessed January 14, 2020. https://www.aaaa.org/wp-content/uploads/legacy-pdfs/BBDO-LowesFixinSix-HM.pdf.

11. Lowe’s Home Improvement. “Stripped Screw? No Problem, Just Use a Rubber Band.” Vine, April 19, 2013. https://vine.co/42084afe-ccfe-4682-ba31-671e3dcbe768.

12. Lowe’s Home Improvement. “Use a Cookie Cutter and a Hammer for Perfect Pumpkin Carving.” Vine, October 24, 2014. https://vine.co/63b4200c-0fc4-4636-8e2d-f5e5ede518a2.

13. Lowe’s Home Improvement. “Use Tape to Measure the Distance Between Holes, Then Put the Tape on the Wall.” Vine, May 17, 2013. https://vine.co/a422ca28-3b0d-486c-9919-4ecb3d009d8b.

14. Lowe’s Home Improvement. “Lighten up! DEWALT 2-PC 20V Combo Kit Was $199, Will Be $149 on Black Friday.” Vine, November 12, 2014. https://vine.co/v/OiFHAJ7OqEF.

15. Lowe’s Home Improvement. “Use a Cookie Cutter and a Hammer for Perfect Pumpkin Carving!” Facebook, October 25, 2014. https://www.facebook.com/lowes/videos/10152384851961231/?v=10152384851961231&redirect=false.

16. GoPro. “@GoPro.” Twitter. Accessed January 14, 2020. https://twitter.com/GoPro.

17. GoPro. “@GoPro.” Instagram. Accessed January 14, 2020. https://www.instagram.com/ggopro/.

18. Lewin, Michelle. “@michelle_lewin.” Instagram. Accessed January 14, 2020. https://www.instagram.com/michelle_lewin/?hl=en.

19. Greene, Kai. “@kaigreene.” Instagram. Accessed January 14, 2020. https://www.instagram.com/kaigreene/?hl=en.

20. Panda, Simeon. “@simeonpanda.” Instagram. Accessed January 14, 2020. https://www.instagram.com/simeonpanda/?hl=en.

21. Thomas, Giles. “[23] Best Instagram Marketing Campaigns for Growth in 2019.” RisePro, May 30, 2019. https://risepro.co/instagram-marketing-campaign/.

22. @citysage. “ ‘In Honor of Valentine’s Day @madewell1937 Asked Me to Share Some Things I Love . . . like the First Cup of Morning Coffee, the Comfiest Goes- . . . .” Instagram, February 14, 2014. https://www.instagram.com/p/kZ3ZLUIJ_t/.

23. Madewell. “Inspo: Your Pics.” Accessed January 14, 2020. https://www.madewell.com/inspo-community-denimmadewell-landing.html.

24. Wendy’s. “Thanks for Sharing Your Baby Pictures.” Twitter, December 18, 2017. https://twitter.com/Wendys/status/942854646070235137.

CHAPTER 7

1. Isaacson, Walter. “How to Fix the Internet.” The Atlantic, December 15, 2016. https://www.theatlantic.com/technology/archive/2016/12/how-to-fix-the-internet/510797/.

2. Whittaker, Zack. “New York’s Anonymity Ban: Why Should the Web Be Any Different?” ZDNet, May 26, 2012. https://www.zdnet.com/article/new-yorks-anonymity-ban-why-should-the-web-be-any-different/.

3. Barton, Eric. “The Danger of Online Anonymity.” BBC, March 9, 2015. https://www.bbc.com/worklife/article/20150309-the-danger-of-online-anonymity.

4. “Top Sites in the United States.” Alexa. Accessed January 15, 2020. https://www.alexa.com/topsites/countries/US.

5. North, Anna. “The Double-Edged Sword of Online Anonymity.” The New York Times, May 15, 2015. https://takingnote.blogs.nytimes.com/2015/05/15/the-double-edged-sword-of-online-anonymity/.

6. “The Power of Community: A Research Project by Reddit & YPulse.” YPulse, September 18, 2019. https://www.ypulse.com/2019/09/18/ypulse-x-reddit-whitepaper-the-power-of-community/.

7. Kendall, Todd D., and John E. Walker. “Pornography, Rape, and the Internet.” July 2007. https://www.semanticscholar.org/paper /Pornography%2C-Rape%2C-and-the-Internet-Kendall-Walker/602ddbdd604afe9cbd31c97f01d941fa637f271a.

8. Hill, Catey. “Study Finds Online Porn May Reduce the Incidence of Rape.” nydailynews.com. New York Daily News, January 11, 2019. https://www.nydailynews.com/news/money/study-finds-online-porn-reduce-incidence-rape-article-1.390028.

9. Landsburg, Steven E. “Proof That Internet Porn Prevents Rape.” Slate Magazine, October 30, 2006. https://slate.com/culture/2006/10/proof-that-internet-porn-prevents-rape.html.

10. Jung, C. G. Psychology and Religion: West and East. Hove: Routledge, 2014.

11. Beck, Martin. “How a Fashion Brand Drives 20% of Daily Online Revenue from a Single Reddit Post.” Marketing Land, October 20, 2015. https://marketingland.com/how-a-fashion-brand-drives-20-of-daily-online-revenue-from-a-single-reddit-post-147309.

12. “I’m on My Phone, so I Can’t Access the One from Last Year (Doesn’t Load on Mobile) . . .” reddit, February 24, 2017. Accessed January 20, 2020. https://www.reddit.com/r/malefashionadvice/comments/5w1a56/mfa_psa_the_uniqlo_linen_shirts_from_this_season/de7h9be/.

13. Dyda, Arielle. “u/midnight1214.” reddit, April 27, 2012. https://www.reddit.com/user/midnight1214.

14. “PSA: Uniqlo on 5th Ave Claim the Free Heattech Vouchers Are No Longer Accepted.” reddit, December 16, 2016. https://www.reddit.com/r/frugalmalefashion/comments/5ir0e6/psa_uniqlo_on_5th_ave_claim_the_free_heattech/.

15. “Teachers of Reddit, What’s the Saddest Thing You’ve Ever Found out about a Student?” reddit, March 7, 2017. https://www.reddit.com/r/AskReddit/comments/5y3ax2/teachers_of_reddit_whats_the_saddest_thing_youve/dene3x8/?context=8&depth=9.

16. “Shoutout to u/midnight1214 (Our Friendly Uniqlo Reddit Rep) for This Kind Gesture on AskReddit.” reddit, March 8, 2017. https://www.reddit.com/r/malefashionadvice/comments/5y8oz6/shoutout_to_umidnight1214_our_friendly_uniqlo/.

17. “Molly’s Trip to France.” reddit, March 8, 2017. https://www.reddit.com/r/donate/comments/5y8tfx/mollys_trip_to_france/.

18. “The Basic Bastard Wardrobe: British Budget Edition.” reddit, September 18, 2019. https://www.reddit.com/r/malefashionadvice/comments/d5zhqw/the_basic_bastard_wardrobe_british_budget_edition/.

19. “Best of Uniqlo?” reddit, October 22, 2019. https://www.reddit.com/r/femalefashionadvice/comments/dllr6x/best_of_uniqlo/.

20. “My Friend Is About to Ask His Girlfriend to Marry Her and I’m the Only One Who Knows How Unfaithful She Is. Do I Say Anything?” reddit, April 28, 2019. https://www.reddit.com/r/relationship_advice/comments/bicdpm/my_friend_is_about_to_ask_his_girlfriend_to_marry/.

21. “What Are Some Things That Guys Misinterpret from Women as ‘She’s Interested in Me’?” reddit, November 28, 2018. https://www.reddit.com/r/AskWomen/comments/a15seh/what_are_some_things_that_guys_misinterpret_from/.

22. “Serious—Won Lottery, Paid off All Debts, Terrified of Financial Advisors and Investing. Advice?” reddit, May 17, 2015. https://www.reddit.com/r/personalfinance/comments/36bp59/serious_won_lottery_paid_of_all_debts_terrified/.

23. “Hey Reddit, Your Friends at Charles Schwab Here. What’s Something You’re Doing Today to Set Yourself up for Success Tomorrow?” reddit. Charles Schwab, February 23, 2018. https://www.reddit.com/comments/7zrq4l/hey_reddit_your_friends_at_charles_schwab_here/.

24. “What Does ‘Wealthy’ Mean to You? Here’s Where Some of the Top US Cities Draw the Line between ‘Financial Comfort’ and ‘Wealth’ (from Your Friends at Charles Schwab).” reddit. Charles Schwab, June 14, 2018. https://www.reddit.com/user/Schwab_Official/comments/8r4yxg/what_does_wealthy_mean_to_you_heres_where_some_of/.

25. “Hey Reddit, Charles Schwab Team Here with a Question. What’s Your Approach to Tracking Gains and Losses in Your Trading History and Learning from Your Past?” reddit. Charles Schwab, November 20, 2018. https://www.reddit.com/user/Schwab_Official/comments/9ywffe/hey_reddit_charles_schwab_team_here_with_a/.

26. “Kodiak, Alaska Welcomes Pitbull.” YouTube. Walmart, August 10, 2012. https://www.youtube.com/watch?v=2NrllHwHq7w.

27. Berman, Taylor. “In Victory for the Internet, Pitbull Visits Alaska, Receives Gift of Bear Spray.” Gawker, July 30, 2012. https://gawker.com/5930334/in-victory-for-the-internet-pitbull-visits-alaska-receives-gift-of-bear-spray.

28. “U.S. Census Bureau QuickFacts: Kodiak City, Alaska.” Census Bureau QuickFacts, July 1, 2018. https://www.census.gov/quickfacts/fact/table/kodiakcityalaska/PST045218.

29. “Mountain Dew Naming Campaign Melts Down After Online Hijacking.” HuffPost, August 13, 2012. https://www.huffpost.com/entry/4chan-mountain-dew_n_1773076.

30. “Taylor Swift Foils Prank with Donation to School for the Deaf.” Rolling Stone, June 25, 2018. https://www.rollingstone.com/music/music-country/taylor-swift-counters-4chan-prank-with-donation-to-school-for-the-deaf-102935/.

31. “William Lashua’s Birthday.” Know Your Meme, November 20, 2019. https://knowyourmeme.com/memes/events/william-lashuas-birthday.

32. Ingram, Mathew. “4chan Decides to Do Something Nice for a Change.” Gigaom, September 2, 2010. https://gigaom.com/2010/09/02/4chan-decides-to-do-something-nice-for-a-change/.

33. AnonymousHasASoul. “William J Lashua’s Birthday Party!” YouTube, September 5, 2010. https://www.youtube.com/watch?v=UzqNkIkj3rE.

34. “Think Faster, The World’s Fastest AMA.” M/H VCCP. Audi. Accessed January 15, 2020. https://mtzhf.com/work/audi-think-faster-the-worlds-fastest-ama.

35. “I am Barack Obama, President of the United States—AMA.” reddit, August 29, 2012. https://www.reddit.com/r/IAmA/comments/z1c9z/i_am_barack_obama_president_of_the_united_states/.

36. “I’m Bill Gates, co-chair of the Bill & Melinda Gates Foundation. Ask Me Anything.” reddit, February 27, 2018. https://www.reddit.com/r/IAmA /comments/80ow6w/im_bill_gates_cochair_of_the_bill_melinda_gates/.

37. “We Are Edward Snowden, Laura Poitras and Glenn Greenwald from the Oscar-Winning Documentary CITIZENFOUR. AUAA.” reddit, February 23, 2015. https://www.reddit.com/r/IAmA/comments/2wwdep/we_are_edward_snowden_laura_poitras_and_glenn/.

38. “I am Dr. Jane Goodall, a Scientist, Conservationist, Peacemaker, and Mentor. AMA.” reddit, September 13, 2017. https://www.reddit.com/r/IAmA/comments/6zvwqe/i_am_dr_jane_goodall_a_scientist_conservationist/.

39. “IamA Vacuum Repair Technician, and I Can’t Believe People Really Wanted It, but, AMA!” reddit, October 28, 2013. https://www.reddit.com/r/IAmA/comments/1pe2bd/iama_vacuum_repair_technician_and_i_cant_believe/.

40. “IamA Vacuum Repair Technician, and I Can’t Believe People Really Wanted It, but, AMA!”

41. Ifeanyi, KC. “Reddit’s First-Ever Interactive Livestream Stars a Very Lost Robot.” Fast Company, November 14, 2017. https://www.fastcompany.com/40495819/reddits-first-ever-interactive-livestream-stars-a-very-lost-robot.

42. “I Only Believe This Is Live, When a Dog Makes a Shit.” reddit, November 14, 2017. https://www.reddit.com/r/promos/comments/7ct3se/we_did_it_reddit_cozmo_has_finally_escaped_from/dptf4m1/.

43. u/SpookyBlackCat. “This Is the Best Use of Obvious Advertising on the Internet!!!” reddit, November 14, 2017. https://www.reddit .com/r/promos/comments/7ct3se/we_did_it_reddit_cozmo_has_finally_escaped_from/dptguk9/.

44. u/mumbalakumbala. “Commenters—You Are Doing an Awesome Job, This Is All in All a Pretty Impressive . . . ” reddit, November 14, 2017. https://www.reddit.com/r/promos/comments/7ct3se/we_did_it_reddit_cozmo_has_finally_escaped_from/dptgvx2/.

CHAPTER 8

1. Jefferson, Brandie. “Splitting the Difference: One Person, Two Minds: The Source: Washington University in St. Louis.” The Source. Washington University, June 1, 2018. https://source.wustl.edu/2018/05/splitting-the-difference-one-person-two-minds/.

2. Bloom, Juliana S., and George W. Hynd. “The Role of the Corpus Callosum in Interhemispheric Transfer of Information: Excitation or Inhibition?” Neuropsychology Review 15, no. 2 (2005): 59–71. https://doi.org/10.1007/s11065-005-6252-y.

3. Halpern, M. E., Onur Güntürkün, William D. Hopkins, and Lesley J. Rogers. “Lateralization of the Vertebrate Brain: Taking the Side of Model Systems.” Journal of Neuroscience 25, no. 45 (September 2005): 10351–10357. https://doi.org/10.1523/jneurosci.3439-05.2005.

4. McGilchrist, Iain. The Master and His Emissary: the Divided Brain and the Making of the Western World. New Haven, CT: Yale University Press, 2019.

5. Karenina, Karina, Andrey Giljov, Janeane Ingram, Victoria J. Rowntree, and Yegor Malashichev. “Lateralization of Mother–Infant Interactions in a Diverse Range of Mammal Species.” Nature Ecology & Evolution 1, no. 2 (September 2017). https://doi.org/10.1038/s41559-016-0030.

6. Gotter, Ana, and Timothy J. Legg. “What Is Capgras Syndrome?” Healthline, May 1, 2017. https://www.healthline.com/health/capgras-syndrome.

7. Renzi, E. De, D. Perani, G.a. Carlesimo, M.c. Silveri, and F. Fazio. “Prosopagnosia Can Be Associated with Damage Confined to the Right Hemisphere—An MRI and PET Study and a Review of the Literature.” Neuropsychologia 32, no. 8 (1994): 893–902. https://doi.org/10.1016/0028-3932(94)90041-8.

8. Migliore, Lauren. “The Aha! Moment: The Science Behind Creative Insight.” Brain World, May 28, 2019. https://brainworldmagazine.com/aha-moment-science-behind-creative-insight/.

9. Sherman, Lauren. “High-Low Collaborations Democratised Fashion. But What Did They Do for the Designers?” The Business of Fashion, September 19, 2019. https://www.businessoffashion.com/articles/news-analysis/high-low-collaborations-democratised-fashion-but-what-did-they-do-for-the-designers.

10. “Target Celebrates 20 Years of Designer Partnership with an Anniversary Collection.” Target Corporate, August 1, 2019. https://corporate.target.com/article/2019/08/20-years-anniversary-collection.

11. Heath, Dan, and Chip Heath. The Power of Moments. Random House UK, 2017.

12. Ellis, Blake. “New Gap Logo Ignites Firestorm.” CNNMoney. Cable News Network, October 8, 2010. https://money.cnn.com/2010/10/08/news/companies/gap_logo/index.htm.

13. Yarwood, Andrew. “A Brief History of 5 Iconic Oil Business Brands.” Fircroft, March 27, 2019. https://www.fircroft.com/blogs/a-brief-history-of-5-iconic-oil-business-brands-98627135823.

14. “BP: Case Study.” Landor. Accessed January 16, 2020. https://landor.com/work/bp.

15. Hardy, Tony. “10 Rebranding Failures and How Much They Cost.” Canny, December 17, 2019. https://www.canny-creative.com/10-rebranding-failures-how-much-they-cost/.

16. Andrivet, Marion. “What to Learn from Tropicana’s Packaging Redesign Failure?” The Branding Journal, June 2, 2019. https://www.thebrandingjournal.com/2015/05/what-to-learn-from-tropicanas-packaging-redesign-failure/.

17. “Which Marvel Super Hero Matchup Would Make the Best Big Game Commercial? (Most Persuasive Answers Win a Year of Gold).” reddit. Coca-Cola, December 22, 2015. https://www.reddit.com/comments/3xvstd/which_marvel_super_hero_matchup_would_make_the/.

18. Hooton, Christopher. “Westworld Season 2 Will ‘Fuck with the Metaphysical.’ ” The Independent, March 27, 2017. https://www.independent.co.uk/arts-entertainment/tv/news/westworld-season-2-plot-reddit-storyline-jonathan-nolan-details-news-a7651506.html.

19. Nelson, Samantha. “How Baskin Robbins Built a Stranger Things Alternate Reality Game Using 1985 Tech.” Gaming Street, August 15, 2019. https://www.gamingstreet.com/baskin-robbins-stranger-things-arg/.

20. u/Northern_Nomad. “Cheerios Will Send You 500 Wildflower Seeds for Free to Help Save the Honeybee (Link in Comments).” reddit, March 15, 2017. https://www.reddit.com/r/pics/comments/5zmio2/cheerios_will_send_you_500_wildflower_seeds_for/.

21. “SOS 073017 2130 EST TWTR 3x.5GAL.” reddit. McDonald’s, July 30, 2017. https://www.reddit.com/r/rickandmorty/comments/6qis8y/sos_073017_2130_est_twtr_3x5gal/.

22. Alexander, Julia, and Ben Kuchera. “How a Rick and Morty Joke Led to a McDonald’s Szechuan Sauce Controversy.” Polygon, October 12, 2017. https://www.polygon.com/2017/10/12/16464374/rick-and-morty-mcdonalds-szechuan-sauce.

23. “RICK AND MORTY MCDONALD’S SZECHUAN SAUCE FREAKOUT!!!! (ORIGINAL VIDEO).” YouTube. Chairman Mar, October 8, 2017. https://www.youtube.com/watch?v=-GC5rAX0xHg.

24. “Watch the New Logan Big Game Spot Below! Wolverine’s Getting His Claws out for the Last Time. What Do You Want to See?” reddit. FOX Studios, February 1, 2017. https://www.reddit.com/r/promos/comments/5ri3jc/watch_the_new_logan_big_game_spot_below/.

25. u/Spencerforhire83. “I Have Been Invited to Red Carpet Screening for the Movie Logan . . .” reddit, February 15, 2017. https://www.reddit.com/r/malefashionadvice/comments/5u7h86/i_have_been_invited_to_red_carpet_screening_for/.

26. u/Spencerforhire83. “Last Week I Commented About Meeting Hugh Jackman in Seoul Years Ago . . .” reddit, February 15, 2017. https://www.reddit.com/r/movies/comments/5u7fwr/last_week_i_commented_about_meeting_hugh_jackman/.

27. u/Spencerforhire83. “I Met Hugh Jackman in 2009, Fox Studios Heard About My Story and Decided to Fly Me to the New York Premier of Logan. Needless to Say, It Was AWESOME.” reddit, February 26, 2017. https://www.reddit.com/r/xmen/comments/5waowm/i_met_hugh_jackman_in_2009_fox_studios_heard/.

28. “Huge X-Men Fan Talks About a Quiznos Encounter with Hugh Jackman . . .” reddit, February 6, 2017. https://www.reddit.com/r/bestof/comments/5sg0op/huge_xmen_fan_talks_about_a_quiznos_encounter/.

CHAPTER 9

1. McGilchrist, Iain. The Master and His Emissary: The Divided Brain and the Making of the Western World. New Haven, CT: Yale University Press, 2019.

2. Beaujean, Marc, Jonathon Davidson, and Stacey Madge. “The ‘Moment of Truth’ in Customer Service.” McKinsey & Company, February 2006. https://www.mckinsey.com/business-functions/organization/our-insights/the-moment-of-truth-in-customer-service.

3. “How Do Probiotics Work?: Activia® Probiotic Yogurt.” Activia, June 21, 2019. https://www.activia.us.com/what-are-probiotics/how-do-probiotics-work.

4. Corleone, Jill. “What Is the Difference Between Activia and Regular Yogurt?” LIVESTRONG.COM. Leaf Group. Accessed January 17, 2020. https://www.livestrong.com/article/449851-what-is-the-difference-between-activia-regular-yogurt/.

5. Aubrey, Allison. “Confusion at the Yogurt Aisle? Time for Probiotics 101.” NPR, July 9, 2012. https://www.npr.org/sections/thesalt/2012/07/09/156381323/confusion-at-the-yogurt-aisle-time-for-probiotics-101.

6. “Activia.” Wikipedia. Wikimedia Foundation, June 8, 2007. https://en.wikipedia.org/wiki/Activia.

7. Zak, Lena. “Healthy Year Ahead for Yoghurts.” Food Mag, March 25, 2009. https://www.foodmag.com.au/healthy-year-ahead-for-yoghurts/.

8. Activia. Facebook. Dannon. Accessed January 5, 2020. https://www.facebook.com/watch/?v=424575311693782. (Note: Video has since been deleted.)

9. @Goop. Instagram, Accessed December 21, 2019. https://www.instagram.com/goop/?hl=en. Reviewed 100 most recent posts, dating back to November 17, 2019.

CHAPTER 10

1. Lee, Joel. “The 10 Highest Rated Reddit Posts of All Time.” MakeUseOf, July 20, 2015. https://www.makeuseof.com/tag/10-top-rated-reddit-posts-time/.

2. “Comcast. If You Vote This up, It Will Show up on Google Images When People Google Search Comcast, Cable or Internet Service Provider.” reddit, February 21, 2015. https://www.reddit.com/r/circlejerk/comments/2wou7z/comcast_if_you_vote_this_up_it_will_show_up_on/.

3. Goldman, David. “SOPA and PIPA Attract Huge Lobbying on Both Sides.” CNNMoney. Cable News Network, January 25, 2012. https://money.cnn.com/2012/01/25/technology/sopa_pipa_lobby/index.htm.

4. “What Is a Common Carrier?” Findlaw. Accessed January 17, 2020. https://injury.findlaw.com/torts-and-personal-injuries/what-is-a-common-carrier.html.

5. “r/Comcast_Xfinity.” reddit. Comcast Xfinity, March 20, 2016. https://www.reddit.com/r/Comcast_Xfinity/.

6. Bloom, Paul. “What We Miss.” The New York Times, June 4, 2010. https://www.nytimes.com/2010/06/06/books/review/Bloom-t.html.

7. “The Most Exciting Phrase in Science Is Not ‘Eureka!’ But ‘That’s Funny . . .’ ” Quote Investigator, November 26, 2018. https://quoteinvestigator.com/2015/03/02/eureka-funny/.

8. Ries, Eric. Lean Startup. New York, NY: Portfolio Penguin, 2017.

9. “Where Stories Are Born.” reddit. Accessed January 12, 2020. https://www.redditinc.com/press.

10. @OldSpice. “Download This New Old Spice Gentleman Class for the Greatest Role Playing Game of All Time . . .” Twitter. Old Spice, February 7, 2018. https://twitter.com/OldSpice/status/961362988019064832.

11. Marnell, Blair. “Old Spice Created a ‘Gentleman Class’ for Dungeons & Dragons.” Nerdist, February 8, 2018. https://nerdist.com/article/dungeons-and-dragons-gentleman-class-old-spice/.

12. Solorzano, Sergio. “Old Spice Creates New ‘Gentleman’ Class for Dungeons & Dragons (and Pathfinder!).” TheGamer, February 22, 2018. https://www.thegamer.com/old-spice-dungeons-dragons-pathfinder-gentleman-class/.

13. Hoffer, Christian. “Old Spice Creates New Playable Class for ‘Dungeons and Dragons.’ ” ComicBook.com, February 8, 2018. https://comicbook.com/gaming/2018/02/08/dungeons-and-dragons-old-spice-/.

14. “Old Spice Created a DnD Class! The Gentleman!” reddit, February 7, 2018. https://www.reddit.com/r/DnD/comments/7w1r8p/old_spice_created_a_dnd_class_the_gentleman/dtx1yrv/.

15. Israel, Brett. “Cane Toads Invade, Conquer Australia.” LiveScience, June 24, 2010. https://www.livescience.com/29560-cane-toad-conquest-invades-australia.html.

16. The TODAY Show Australia. “Reporter Can’t Stop Laughing at Grumpy Cat.” YouTube, August 18, 2013. https://www.youtube.com/watch?v=BW8Aleq2Hn0.

17. Good Morning America. “Grumpy Cat Interview 2013 on ‘GMA.’ ” YouTube. ABC News, March 22, 2013. https://www.youtube.com/watch?v=skwUUiDtKpA.

18. Forbes. “Grumpy Cat: The Forbes Interview.” YouTube. Forbes Life, March 25, 2013. https://www.youtube.com/watch?v=S0x6CjnWRZ8.

19. @Oreo. “Power out? No Problem. Pic.twitter.com/dnQ7pOgC.” Twitter, February 4, 2013. https://twitter.com/Oreo/status/298246571718483968.

20. “Oreo Sends ‘Brilliant’ Tweet During Super Bowl Blackout.” HuffPost, April 6, 2013. https://www.huffpost.com/entry/oreos-super-bowl-tweet-dunk-dark_n_2615333.

21. “Wendy’s Training Video Is What I Wish We Were Still Doing Today.” reddit, November 10, 2019. https://www.reddit.com/r/videos/comments/ducbu2/wendys_training_video_is_what_i_wish_we_were/.

22. Matthews, Toni. “A Guy Found Wendy’s Training Videos from 80’s & They’re Just as Hilarious as You Think.” InspireMore, January 10, 2018. https://www.inspiremore.com/wendys-training-videos/.

23. “80’s Wendy’s Training Video for New Hires.” reddit, September 5, 2019. https://www.reddit.com/r/Cringetopia/comments/d03cm9/80s_wendys_training_video_for_new_hires/.

24. “Wendy’s Training Video Regarding Hot Drinks.” reddit, May 20, 2016. https://www.reddit.com/r/NotTimAndEric/comments/4k9dia/wendys_training_video_regarding_hot_drinks/.

25. “Old School—Cigarette Card Life Hacks from 1900–1910.” reddit, August 2, 2014. https://www.reddit.com/r/lifehacks/comments/2cfy1q/old_school_cigarette_card_life_hacks_from_1900_to/.

26. “Old School—Cigarette Card Life Hacks from 1900–1910.” Imgur, August 2, 2014. https://imgur.com/a/ShP0d.

CHAPTER 11

1. “The Passing of the Buffalo.” First People. Accessed March 31, 2020. https://www.firstpeople.us/FP-Html-Legends/ThePassingoftheBuffalo-Kiowa.html.

2. Bailey, Dustin. “Minecraft Player Count Reaches 480 Million.” PCGamesN, November 11, 2019. https://www.pcgamesn.com/minecraft/minecraft-player-count.

CHAPTER 12

1. Sollosi, Mary. “April Fools’ Day 2017: The Best Brand Pranks.” EW.com, April 1, 2017. https://ew.com/news/2017/04/01/april-fools-day-2017-brand-pranks/.

2. Machkovech, Sam. “Did Reddit’s April Fools’ Gag Solve the Issue of Online Hate Speech?” Ars Technica, April 4, 2017. https://arstechnica.com/gaming/2017/04/in-memoriam-reddits-72-hour-live-graffiti-wall-as-a-social-experiment/.

3. http://www.reddit.com/r/Place.

4. Machkovech, Sam. “Did Reddit’s April Fools’ Gag Solve the Issue of Online Hate Speech?”

5. Gurkengewuerz. “Reddit Place (/r/Place)—FULL 72h (90fps) TIMELAPSE.” YouTube, April 3, 2017. https://www.youtube.com/watch?v=XnRCZK3KjUY.

6. “r/Place—Place Final Canvas (Well Done, Everyone!).” reddit, April 3, 2017. https://www.reddit.com/r/place/comments/6385gl/place_final_canvas_well_done_everyone/.

7. Asarch, Steven. “How to Make Works of Art with Reddit Layer.” Newsweek, September 11, 2019. https://www.newsweek.com/reddit-layer-what-how-use-new-adobe-1458798.

8. “r/Layer.” reddit, June 24, 2014. https://www.reddit.com/r/layer.

9. “Collaborations on Layer.” reddit, October 8, 2019. https://www.reddit.com/r/Layer/comments/df6k5m/collaborations_on_layer/.

10. chrispie. “1 Day of r/Layer Timelapse.” YouTube, September 13, 2019. https://www.youtube.com/watch?v=MtW1U5d6zHI.

11. “/r/Layer.” Know Your Meme, September 12, 2019. https://knowyour meme.com/memes/sites/rlayer.

12. chrispie. “1 Day of r/Layer Timelapse.”

13. Gauging Gadgets. “Reddit r/Layer Subreddit Artwork Overview and Tutorial: How to Add a Layer.” YouTube, September 10, 2019. https://www.youtube.com/watch?v=xdYpVq567Vg.

14. “Made My Fave Empire Leader in r/Layer!” reddit, September 12, 2019. https://www.reddit.com/r/Stellaris/comments/d39na3/made_my_fave_empire_leader_in_rlayer/.

15. “On eddit’s ommunity Layer roject r/Layer.” reddit, September 12, 2019. https://www.reddit.com/r/emojipasta/comments/d36o7a/on_eddits_ommunity_layer_roject_rlayer/.

16. “Agora Que Temos o r/Layer Nada Como Relembrar Glórias Passadas!” reddit, September 12, 2019. https://www.reddit.com/r/portugal/comments/d34pge/agora_que_temos_o_rlayer_nada_como_relembrar/.

17. “SOMEONE PLEASE DRAW THIS ON R/LAYER! IT WON’T WORK FOR ME.” reddit, September 10, 2019. https://www.reddit.com/r/greenday/comments/d2fz9e/someone_please_draw_this_on_rlayer_it_wont_work/.

18. “Almost Instantly Someone Wrote ‘Yeet’ on Top of the Bi Flag I Put on r/Layer Lol.” reddit, September 10, 2019. https://www.reddit.com/r/BisexualTeens/comments/d2btrp/almost_instantly_someone_wrote_yeet_on_top_of_the/.

19. “r/OutOfTheLoop—What’s Going on with u/hero0fwar and Why Are Adobe Ads so Obsessed with Him?” reddit, October 3, 2019. https://www.reddit.com/r/OutOfTheLoop/comments/dctth8/whats_going_on_with_uhero0fwar_and_why_are_adobe/.

20. “u/hero0fwar.” reddit, February 4, 2010. https://www.reddit.com/user/hero0fwar.

21. An, Mimi. “Why People Block Ads (and What It Means for Marketers and Advertisers).” HubSpot Blog, July 13, 2016. https://blog.hubspot.com/marketing/why-people-block-ads-and-what-it-means-for-marketers-and-advertisers.