“To be able to shitpost, you have to understand the subject matter really well,” Antimatter founder Jonathan Libov deadpans. “In a sense, shitposting is the highest form of consciousness.”
Silly as it may sound, Libov is onto something. With a five-person team and a bit of venture funding, Antimatter is building the most memey educational technology company on the market with a simple premise: to make a good meme about a subject, you need to know what you’re talking about.
“I talked to my best friend from college who is now a high school history teacher, and he said, ‘I use memes all the time in the classroom,'” Libov said. His friend introduced him to the concept of Bloom’s Taxonomy, an educational framework that explains how students can best retain what they learn. If a student memorizes vocabulary words for a quiz, they might cram flash cards into their brain the night before the test, get an A, then forget what they learned. But the highest level of Bloom’s Taxonomy is to create something new based on what you learned. Students probably don’t have time to write a three-act play about how World War I began — but they can make a meme about it.
“It’s not just a gag,” said Libov. “[Memes] are just the tiniest stories that humans invented, which makes for a great assignment for teachers to make sure that students understand the topic.”