Antimemetics: Why Some Ideas Resist Spreading is, the publishers claim, the first non-fiction book exploring the phenomenon of antimemetics – the study of anti-memes, if you will, or those ideas that just seem to resist being grasped and shared.
Author Nadia Asparouhova suggested that it may seem 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.
The Dark Forest Collective, 168pp, 18cm x 12cm, paperback, 2025