The meme format looks something like this: “I’m a writer.” “Oh, god. Why? Did you go to school for that?” “Well, no. I didn’t. Not really. I studied literature and then things just ...

Caldwell tells Rachel that the best memes "say something about the person who's sharing them" — such as "What People Think I Do." They're just "little posters," he says, "that were used to say ...