Actually, I do feel a little guilty posting about this topic again. A lot of the people sharing the meme are well-meaning souls, that enjoy it. So I'm being a bit mean. However, it's one of these topics where art intersects with politics, so I can't quite resist diving back in.
The meme blew up earlier this year. There was a bit of a backlash. It went away, and I assumed it had been buried. Now it's back for the sequel. Like a satanic spawn from a horror movie that just won't die. And now, if anything, it's even more evil. As this time it comes with a weaponised narrative. Namely, that if you don't like the meme, or dare to criticise it, that means you hate women, or are anti-family.
Basically ..if you don't like meme, you're bad person.
This brings me to the first port of call. Which is how the people sharing this meme can't detach their personal feelings and politics from the actual meme itself.
Let's say I fall in love with a woman and I write a song about how much I love and adore her. (This is sounding a little bit twee and sickly already.) There's nothing wrong with this. You could even say it's quite a nice thing to do. However, if I then upload that song to Twitter and people don't like it (perhaps they deem it twee and sickly too), I can't just accuse everyone of hating all love songs, or of being against the very concept of love itself. It might just be an awful song. In fact, it's highly likely that it is an awful song, as it's very difficult to write a genuinely good song. Just as it's difficult to create a good meme.
You can't just expect everyone to like and praise your art just because you have an emotional investment in it.
I had a few little arguments on Twitter about this. The defenders of the meme would go off into hyperbole about the cultural significance of the meme, or about how I have some deep "Marxist" disdain for women or marriage. I tried explaining that I just didn't like the meme. Much the same way that I don't like The Big Bang Theory or Mrs. Brown's Boys, but they didn't quite grasp this. They kept assuming I had an emotional investment equal to theirs (just in the opposing direction).
Political Fetish
There's also the slight sense that the trad right lifestyle has become something of a fetish for people. I watched a video by Carl from the Lotus Eaters about the meme. He was waxing lyrical about how it embodied the gender roles in a relationship, and spoke in regard his own relationship with his wife. About how he is the protector and how happy women feel to be so protected. There was the slight sense that he enjoyed the idea a little too much. Like parents getting flirty in front of the kids, in a subtle way the kids don't quite pick up on. Almost "Call me Daddy" levels of fetishizing domestic bliss.
I've got nothing against this. It's much more healthy and wholesome than the political fetishes the left partake in. Still though, keep it for private. I don't really want to see it in online debates.
Flaunting Your Love
This brings me nicely to the second port of call. Here the people defending the meme might indeed have a point about some people reacting emotively to it. As this meme is basically a way for people to flaunt their love and marital success.
Obviously, it's great to be in love. To be with someone who loves you the way you love them. Who's loyal. Who has your back. Who laughs at your jokes. All that stuff. It's the dream for most people, and if you have that you're lucky to have it.
However, a lot of people don't have it. So, essentially, you're going into a space filled with people that don't have it, and you're flaunting it in front of them. I could say a space full of "incels," but really it's just single people when you strip back the "discourse." Or people in relationships that aren't perfect or aren't working.
It's a bit like waving your cash around in front of a homeless person.
Sure, it's nice that you have a girlfriend and that you like kissing her, but other people don't necessarily want to see that. Partly for selfish reasons - it reminds them what they don't have and are missing out on. Partly because it's private stuff that's meant to be private. It's not for them. Likewise, for the same reason, people don't necessarily want to know that you call her your "little pumpkin," or that she has this or that little quirk.
Like the meme itself, if these things do belong in public, they belong on Facebook. Where people share pictures of their kids, their partners, their holidays, their meals, and all the other "look at my life" content. Of course, with all these things, it's also difficult to tell how much is genuine and how much is just for appearances. The online "keeping up with the Joneses." So too with the meme. It's hard to know how much is genuine and how much is just people larping or fetishizing the concept. Either way, it's all definitely a bit Facebook. Not that there's anything wrong with that.
As at the start of this post, I'm definitely being a little harsh. I'm sure the people sharing the meme aren't deliberately trying to flaunt their relationships. And these are just daft memes after all.
But still, I'm being asked to pretend I like this meme to satiate all this emotion and investment. I don't want to do that. If you want to be treated with kid gloves I'm happy to do that on Facebook. Not here.