The connection drawn here between ambivalence and "finding relevance” in meme circulation banks onto the curious short-circuiting of a fixed referent moving around digital space – the lure seems to be to ‘get’ the meme, i.e. to know the place it came from, to be able to hop into its affect immediately. Then the more exciting and striking proposition: “Circulation constantly remakes the where of the cultures constituted by it.”  I’m getting increasingly drawn towards misrecognition as a strategy. This sometimes involves taking things at face value (refusing to get the irony - refusing to recognise the terms of reference the meme needs you to take for granted for it to work), but also more deliberate kinds of misinterpretation, and how misinterpretation constitutes all sorts of temporary ‘wheres’. 

Lara Choksey