The Medium is the Message, said Marshal McKluhan. This means that there are two messages here in this Meme. One is what you point to, the content of the Meme, which is correct. But the other is hidden. The hidden meaning is that we are sick and tired of black people running for president. This is the more powerful message because it is subconscious; it is wants being transmitted under the table.
Imagine you are talking to a woman at a table and she touches you under the table. What is the more powerful message? The words you are speaking (content) or the under the table touch?
Political Memes like this are like secret handshake of a secret order. You see the MEME and click AMEN. You reaffirm your membership in the secret order. The order is the Order of Hypocrisy. You get to be a racist while saying you are not a racist. You get to be honest with your feelings of fear and hate, while you present yourself as a person of reason and love. This is the Dark Side that hides from the light of consciousness. Those who click here probably don’t even realize that they are clicking on racist affirmations. They click because it releases the pressure of feeling alone…ah, here I’m with my people.
Here’s the irony of the MEME that I’m analyzing, not just this MEME but all political MEME like this, an Agenda MEME, I would call it. So what is the Agenda? MEMES are metaphors, first of all. A metaphor is a language device that is ambiguous. This is That: This is not That…..Well how can that be? Nothing can be two opposite things at the same time, but the Metaphor Meme is.
Marshal McKluhan coined the term The Medium is the Message. This is a good thing to remember when trying to understand Ads and Agenda Memes. There is a content message, which most of us point to, like you did in this one and find it harmless. But there is also the under the table message which for the most part is unconscious or subliminal. You think about the content intellectually, but your feel the subliminal message. The Agenda MEME gives you a thought message and a feeling message that are contradictory. But the MEME contains and resolves the contradiction in the viewer mind between his self image, which is I”M Not A Racist and this feeling of animosity against blacks. In the MEME the thinking self and the feeling self are united when he clicks on the MEME and says Amen.
These MEME are not created to deliver valuable information. They are created to deliver subliminal membership to unconscious resentment.