Examining the Popularity of the Bernie Sanders Meme

Feb 3, 2021

2 min

The image is a familiar one to millions across the country: Senator Bernie Sanders sitting with his legs crossed and arms across his chest—wearing a face mask, warm coat and knitted mittens—and watching as Joe Biden was sworn in as the 46th president of the United States on January 20, 2021.


Two weeks later, however, the photo looks different. That's because very quickly that inauguration snapshot became an internet sensation, with people photoshopping it to create social media memes—placing Senator Sanders in famous paintings or scenes in movies ranging from the Breakfast Club to Star Trek.


But what it is that draws people to these scenes and motivates them to create memes?


Charles L. Folk, PhD, a professor of psychological and brain sciences at Villanova University, discusses the psychology behind it all.


“Scenes and people activate ‘schemas’ in our memory,” says Dr. Folk. “Schemas are organized structures of knowledge, stored in memory, that are built up through experience. For example, we all have a ‘restaurant’ schema that stores information about the things that are typically in restaurants and the kinds of interactions we can expect in a restaurant.”


Research suggests that our attention is drawn to objects that are incongruous with the “context” of a scene, Dr. Folk notes. “Thus, if we see a bedroom scene, our bedroom schema is activated, and our attention would be drawn to an object that is incongruent with that schema—like a toaster in a bedroom scene.”


Dr. Folk shares that we have schemas for people as well. “Seeing Bernie Sanders activates our Bernie schema,” he says. “Bernie, in particular, has a very unique schema—so just seeing the picture of Bernie with his Vermont mittens is interesting/humorous because it is quite consistent with our schema of him.”


“However, activating our Bernie schema in the context of an incongruent scene schema—like Bernie sitting on the bridge of the Starship Enterprise or a well-known movie set/scene—is particularly alluring precisely because of that incongruity,” continues Dr. Folk.


Dr. Folk notes that the development of the app that can place the Bernie meme anywhere in Google Maps motivates people further to create their own versions of outrageous incongruity. “This contributes to the viral nature of the meme,” Dr. Folk says.




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Villanova PR: We sometimes hear the terms “bio-inspired design” and “biomimicry” used interchangeably. Are they the same concept? Alyssa Stark: I see those as two different things. Bio-inspired design is when we are looking at an organism and see that it’s doing something that we want to emulate as humans. I work with animals that have unique adhesive properties. I ask questions like: Can we see that? Can we build it? Can we transfer that information, those ideas, those principles – it could be chemistry, physics, biological structure – and make something useful for us? That is also true with biomimicry, but the big difference for me is that we're keeping in mind the sustainability components. The natural world is not polluting. If we're using this biomimicry lens, how do we learn from nature to make products or solve problems in a sustainable way, keeping in mind the specific environment in which we are located? 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PR: How do you see this field evolving, especially as we strive for a greener, more sustainable future? AS: I would say the next step is the social levels of these big ecosystems. How do we build a city that functions like a rainforest or like a coral reef? Not just a product, but how do we actually shape our world by taking behaviors, processes, or systems that we see in the natural world to help us? Look at a pride of lions and their hierarchy, or what kind of feedback loops are there in an ant colony that allow them to give information back to their colony members quickly and share resources. I think that is the future of this field, and it’s an exciting future. *To learn more about Dr. Stark’s research and the field of biomimicry, click here to listen to a recent episode of NPR’s science show, “The Pulse”

3 min

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4 min

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In the research, Frischmann and his co-author, Rice University computer scientist Moshe Vardi, describe these contracts as “dehumanizing” and that they “undermine human autonomy and sociality, by design,” citing how they elicit behavior in a pre-determined manner (such as clicking on cue) and often include side agreements with other entities, unbeknownst to the users. “One-click” contracts rely on legal fictions, such as presuming that clicking an “I have read the terms and conditions” button actually means that they have. They are structured this way intentionally. “The idea behind digital contracting is ‘Let’s make the contract as quick as possible before people leave or change their mind,” Frischmann said. “They only want to do the minimum that the law requires, and all the law requires is notice of terms and action that says, ‘I agree.’” For these reasons, he argues, modern digital contracting contradicts the purpose of contract law in the first place; enabling people to reach genuine agreements and cooperate. “It’s antithetical to the underlying values of a contract,” Frischmann said. “Autonomy is undermined because people are not able to exercise autonomy in a meaningful way when they are not actually capable of deliberating about the terms to which they are agreeing. As for being cooperative, there is no relationship. Digital contracts are completely one-sided.” So what can be done to combat this? “Speedbumps,” Frischmann says, referring to measures that can cause friction in the contracting process to better protect the user. Physical road speedbumps represent a useful analogy, because while they make things slightly more inconvenient for the user, they are deployed strategically where other values are at stake, like the safety of children playing outside. “People tolerate speedbumps,” Frischmann says, “because they serve a social purpose. Friction in digital contracts is similar.” With respect to improving digital contracting, there are multiple measures that can be taken that inherently have such friction, but not all of them are always appropriate. 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To demand demonstrably informed consent shifts the burden on the provider to generate evidence showing in fact a person understood and agreed.” In the recent Disney case, for example, demonstrably informed consent would have required not just clicking an agreement when signing up for Disney+, but that Disney somehow explained to an individual that if they sign up for a free trial, they cannot take the company to court, and further generating reliable evidence that the individual understood that. If that were the case, perhaps the individual would not have signed up. “Or, they may not have ever gone to the Disney park if they had [signed up],” Frischmann said. This proposed change in contract law, along with the various potential methods of engineered friction in digital contracts all circle back to the same goal: slowing down contracting where it affects people in ways they do not understand. “You can’t have digital contracting built like a highway, where it’s all as fast as possible all the time,” Frischmann said. “For our digitally networked environment, it needs to be built like a neighborhood.”

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