Martin & Pepe Sitting in a Tree... S-H-A-R-I-N-G

Martin & Pepe sitting in a tree... S-H-A-R-I-N-G

In this week’s blog post, I will be analyzing Martin Luther’s 95 theses and the use of Pepe the Frog in the 2016 US election, within the context of the third articulation. Specifically, I will compare both texts through the relations of creativity and production, relations of distribution and circulation, and relations of consumption and reception. 

The use of Pepe the Frog in the 2016 US election and Martin Luther’s 95 theses both exhibit similar relations of creativity and production. Martin Luther was distraught over the sale of indulgences by the Catholic church to fund the construction of St. Peter’s Basillica. This was a cause Luther cared deeply for, and thus, sought to challenge the church with his own ideas. In order for his oppositional idea’s and opinion to have any effect, he first created his message. Once Luther’s message was clearly formulated to an effective manner, the printing press was then used to produce the message in various copies. This simple process, allowed the sharing and circulation necessary for Luther’s message to go viral.  

In comparison, the use of Pepe the Frog in the 2016 US election, embodies similar creative and production characteristics. Some of those following the 2016 US election felt strongly enough about it, to attempt to influence it with their own messages and media. The Pepe the Frog meme was first created, often with significant alterations of the original, and then produced through a computer or social media device. Similar to the printing press, the computer or social media device produces the message in various copies and allows sharing and circulation across the internet. The sharing of “presidential Pepe” memes through networks across the internet adheres to the same process as Luther’s 95 theses spreading across Europe. 

In regards to relations of distribution and circulation, “presidential Pepe’s” and Luther’s 95 theses bare a striking resemblance. The effects of Luther’s 95 theses were dependent on the rapid distribution and circulation within social networks, as a result of the printing press. Similarly, “presidential Pepe” memes were dependent on rapid distribution and circulation within various internet networks, facilitated by the computer or social media device. Both messages embody a sense of power through production and circulation. This is because certain messages are chosen over others to amplify. Luther’s theses and “presidential Pepe” memes created a sense of power through sharing, recommendation and copying. 

Finally, in regards to relations of consumption and reception, the use of Pepe the Frog in the 2016 US election and Martin Luther’s 95 theses again share similar qualities. Once Luther’s 95 theses were created, produced, distributed and circulated, he longer possessed control over their interpretation. While some were convinced by Luther’s work, others did not understand the context, and therefore the effects of Luther’s work was minimal at best. In the same way, “presidential Pepe” meme’s cannot protect their own interpretation and sometimes the humour, emotion or meaning is misunderstood by the person on the receiving end.

Works Cited

Standage, T. (2013). Writing on the wall: Social media -- the first 2,000 years. New York: Bloomsbury.

Williams, A. (2016). How Pepe the Frog and Nasty Woman Are Shaping the Election. The New York Times.