In short, former cool-kid Adbusters "meme warrior", accustomed to culture-jamming the elitist logics of "late capitalism", finds himself alarmingly surrounded by the shadowy Meme Magicians of Esoteric Kekism. Meanwhile the Hillary-friendly corporate media looks on, powerless to sink Trump with criticism, but equally unable to stop themselves from giving him free publicity. Suddenly, he finds the corporate mass media to be a "protective membrane between the public and overly toxic ideas."
How the turntables, as they say.
I think what's really interesting is the difficulty of discerning how effective this social media meme politics actually is, or to systematize its internal structure. This isn't a TV ad campaign or a stump speech, it's a distributed, continuous cacophony. So how can you tell whether it's what's boosting the campaign, or whether it's just an epiphenomenon of an already-successful campaign? This makes social media campaigning seem very threatening - when you can't tell how it works, who knows how powerful it might really be?