The politics of the NPC meme: Reactionary subcultural practice and vernacular theory

The acronym ‘NPC’ originates from videogame culture, where it refers to computer-controlled drones whose behaviour is dictated by their programming. By 2018 the term had gained traction within right-wing subcultural spaces as shorthand for individuals apparently incapable of thinking themselves. autumn 2018, these were awash with NPC memes accusing liberals and leftists uncritically accepting progressive doxa parroting left-wing catchphrases. In mid-October, midterm elections looming in US, Twitter banned over 1000 roleplay accounts created supporters Donald Trump, citing concerns disinformation. This event was much discussed both mainstream media outlets, serving an occasion reassess political effects digital general reactionary particular. Here we use a combination computational analysis theoretically informed close reading trace meme's trajectory explore its role entrenching affectively charged (sub)cultural faultlines. We show how attention at once amplified meme attenuated affective resonance originated. also contend that while has served vehicle antidemocratic bigotry, may yet harbour critical potential, providing vocabulary theorising cultural impacts communicative capitalism.