In the ever-evolving landscape of internet culture, memes have become a dominant form of communication. They encapsulate complex ideas and emotions in easily digestible formats, spreading rapidly across online platforms. However, the seemingly innocuous nature of memes can sometimes mask deeper, more problematic undertones. One such meme, the "Chad," has a complex history and has been appropriated by various online communities, including those associated with white nationalism.
Nothing defines online communication in the twenty-first century like the meme. Perhaps surprisingly for a hypermodern medium, many memes incorporate images, myths, and themes from Greco-Roman antiquity; even the word “meme” is derived from an ancient Greek root for “imitation.” However ubiquitous and fun meme culture may be, it is far from benign. As Pharos has documented, the familiarity and prestige of Greco-Roman antiquity make it an attractive source of symbols and ideas for white nationalists to promote their racist politics. Inevitably then this appropriation extends to the realm of memes.
Memes have been an important strategic tool for the white nationalist movement popularly known as the “Alt Right,” particularly during the 2016 United States Presidential race. There are two reasons for this. The first is the ease with which memes can be spread online. The second is that memes defy definitive interpretation. It is often impossible to tell whether a meme is a joke, which means that those who spread them can defend themselves from accusations of racism by passing them off as satirical. These two features are interrelated: that which can be passed off as humorous can be spread with impunity. “Pepe the Frog” is just the most well-known example of an existing meme that white nationalists appropriated and transformed into a potent symbol of hatred, but is far from the only one. In fact, many memes, whose format requires a hierarchical relationship between superior and inferior, are ready-made for the expression of hateful ideas. Even potentially progressive messages tend to reinscribe violence in a medium whose very structure depends on a hierarchy of "superior" vs.
Here we consider the function that Greco-Roman antiquity plays in this digital strategy for promoting white nationalism. The ubiquity and accessibility of meme culture means that many young people will encounter the Greco-Roman world through memes before they ever set foot in a classroom to study antiquity in any formal way.
Methodological Note: in this post we have followed the recommendations in Whitney Phillips’ “Oxygen of Amplification” about the ethical handling of memes that promote violence and hatred. Because memes are so easily distributed online, collections of hateful memes such as this one, however critical it may be, can make it easier for racists to spread their message. Therefore we have modified all the memes discussed here with annotations that call attention to their hateful messages. The most hateful memes are not included in the post (from which they can easily be dragged and distributed) but are provided only in an attached document that is less visible to search engines and less easily distributed as a meme. The numbers given for memes described below are indexed to the annotated versions in the attached document.
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Early Uses and Definitions
Chad is a usually disparaging internet slang term used for a popular, confident, sexually active young white male.
Chad or Chad Thundercock is a nickname for any attractive, popular men who are sexually successful with women. In Chicago, Illinois during the 1990s, "Chad" became a derogatory slang term for young, successful white men in their 20s and early 30s.
According to the Cambridge Encyclopedia of the English Language, it originates as far back as World War II, used by British soldiers to refer to members of the Royal Air Force. For our purposes, we first see Chad in the Urban Dictionary at least as early as 2005, describing something that’s “rubbish or unworthy.”
On June 1st, 2006, Urban Dictionary user Mav Himself submitted an entry for "Chad," defining him as a guy who "goes to the bar to pick up chicks." In 2008, an Urban Dictionary user added an entry on Chad that described him as a young, white man who is popular with women.
On August 9th, 2013, Urban Dictionary user Dr. On August 10th, 2013, the Chad Thundercock Tumblr blog was launched. The web site featured numerous posts by a user named Brent having “Chadtastic” adventures around Chicago and was based on the equally fictional Lincoln Park Trixie Society.
On March 23rd, Redditor invicticide submitted a post questioning how Chad became "the default name for alpha douchebros" to the /r/ForeverAlone subreddit, to which Redditor ian_n cited the /r9k/ board on 4chan as the origin of the meme.
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On May 21st, Redditor JayEster submitted a post to the /r/justneckbeardthings subreddit questioning what the female counterpart to Chad Thundercock was, to which Redditor Thepaladinofchaos replied "Stacy thundercunt.
Often shortened to just Chad, this hyper-masculine stereotype was a contrast to the stereotype of antisocial beta males (“virgins”) that supposedly make up the majority of 4chan users or incel communities. These “Chad vs. Virgin” memes have further popularized the name Chad as an exaggerated stereotype of an alpha male.
A photo of a Chicago Police Officer sporting an extreme hairstyle has gone viral for its resemblance to the popular "Chad" meme and the Cartoon Network character Johnny Bravo - but the widely-shared image has actually been altered to create the iconic look.
Chad is a name that appears in pop culture as a joke long before its origins as a true internet meme.
The "Virgin vs. Chad" Meme
The basic form of the “Virgin vs. Chad” meme is a comparison between two subjects. One, the “Chad,” is represented by an image of a muscular, flamboyantly posed figure with a bulging crotch. He is presented as the epitome of everything that is desirable or admirable: confident, unbothered, secure in himself. The other, the “Virgin,” is portrayed as a a hunched figure walking with downcast eyes. He represents the opposite of the “Chad”: undesirable, inferior, ashamed of his inability to be what the “Chad” embodies. Captions within the meme call attention to various differences between the two.
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Virgin vs. Chad, also known as Virgin Walk, refers to a series of illustrations comparing various "virgin" men with low self-confidence to their Chad Thundercock counterparts.
Sometimes the humor derives from surprising or provocative details of a familiar comparison. An example of the form with classical content is “Virgin Roman vs. Chad Mayan” in which a downcast figure wearing an approximation of a Roman galea helmet is described as someone who “frequently got outflanked and killed by cavalry” and “can’t afford pants.” This figure is contrasted with a Chad in “colorful clothing” from a civilization whose “astronmers [were] ahead of their time.”
Sometimes these ideals are presented obliquely, such as in a meme entitled “Virgin Modernism vs. Chad Classicism.” The contrast between a “strong and powerful” Classical temple with a “bent and weak” parody of modernist architecture “designed by a bunch of architects circle jerking over Corbusier” echoes some of the assumptions of the Trump-era executive order prescribing Classical architecture for federal buildings. A “Virgin Alexander vs.
This format can also promote more explicit racism, as in a meme that criticizes the European Union by compariing the “Virgin Unionist” to the “Chad Republican,” who, clothed in a toga with an SPQR sash, is clearly meant to evoke the Roman Empire (Meme #1 in attached document). Some of the elements strike a humorous note, such as the comparison between the “generic dark suit” and lack of facial hair of the Unionist with the “appealing light-colored robe” and “mighty beard” of the Roman. These jokey elements, however, are textbook examples of the way internet-savvy white nationalists use humor and irony to make racist messages palatable.
Meme-style is marked by endless variation and recombination, resulting in some comparisons that may on first glance be surprising but that ultimately tend to reinforce white nationalist ideas. One example is a comparison between the Chad “Mediterraneans” - represented by a bearded figure wearing a laurel-wreath - and the virgin “Nordcuck,” a pock-marked figure with pale skin, an overbite, and stringy blonde hair whose name combines “Nordic” with one of the distinctive slurs of online misogynists (#6).
The irony that characterizes memes means that their politics are often self-contradictory. A single meme can criticize the “Virgin Spartans” for enslaving helots while admiring how the “Chad Roman” “own slaves and he knows it.” A comparison of the “Virgin Spartans” and the “Chad Macedonians” can condemn the islamophobia of the film 300 and celebrate the multicultural population of Alexander’s empire even as it ignores the violence that attended the creation of that empire.
Annotated versions of the hateful “Virgin vs.
This meme illustrates well how mimetic forms can simultaneously promote progressive and regressive politics. Consider the comparison between Mayan and Roman. Colonialist ideology has often made out the indigenous cultures of Mesoamerica to be primitive and savage by comparison to those of ancient Greece and Italy, and this meme questions and even mocks that prejudice. But alongside this revisionist message are more regressive politics inherent in the form of the meme. For example, the concept of the “Chad” originated in hateful Incel communities as a symbol of toxic masculinity. A similarly ambivalent note can be detected in a “Virgin vs.
These mixed political messages are inevitable in a medium whose very structure depends on a hierarchy of “superior” vs. “inferior” elements. Even potentially progressive ones like those described above nevertheless tend to reinscribe violence.
A meme comparing the “Virgin Minoans” with the “Chad Dorians” (#2) elevates the Dorian identity to special status and thus indulges in the myth of the Dorian invasion that white nationalists have long used to racialize the ancient Greeks as white. A meme comparing “Virgin Greeks” to “Chad Illyrians” (#3) perpetuates the belief that the Persian wars represented a racial conflict by calling the Greeks “racially ambiguous Persian rape babies;” this is a belief that lurks behind the claims of many of those who believe the modern “West” continues to be engaged in a neverending “Clash of Civilizations” with the rest of the world.
The "Soy vs. Chad" Meme
A later evolution of the “Virgin vs. Chad” meme is the “Soy vs. Chad” comparison. In this form, a figure drawn amateurishly in black and white, known as a “Soyjack,” is shown face to face with a figure, usually in profile and portrayed in a more polished style with a calm expression, known as a “Yes Chad.” This “Chad” differs visually from the “Chad” in the “Virgin vs. Chad” memes but corresponds to it conceptually because it articulates a point of view that is at least implicitly praised or accepted. By contrast, the “Soy,” who often grimaces or weeps, articulates a point of view that the meme as a whole mocks or dismisses.
Soyjaks vs. Chads, also knowns as Other Anime Spoiler and Other Game Leaks, refers to a Yes Chad-type format in which various subjects are compared via conversations between Soyjaks and between two Chads.
The humor of the meme derives from the way that the Chad deflates the outrage of the soy by affirming what the soy has criticized. An example of this format that includes Classical material recreates the story, reported in several sources, that Diogenes remained calm when a man whom he had enslaved, named Manes, escaped. In the meme a bearded, weeping Soy shouts at Diogenes that he “should be angry” that his slave has escaped. Such a meme seems to disparaage the largely unquestioned practice of enslavement in ancient Greece.
Memes with Classical elements can similarly mock the way neofascists claim Greeks and Romans as racial ancestors (#1) or project modern racial categories onto the ancient world (#2). But just like with the “Virgin vs. Chad” form, the inherently hierarchical nature of the “Soy vs.
This is the case in a meme contrasting two soys arguing about whether Julius Caesar was “bad” with two Yes Chads calmly discussing, and admiring, the the Roman general’s enslavement and mass murder of the Germans and Gauls (#3). The same idealization of imperial violence can be found in a meme in which a “withered wojak,” representing hopelessness, apologizes for the history of colonialism to an “Art Hoe” wojack, which represents a parody of progressive political views. In a different panel, an “Art Hoe” who is weeping like a conventional Soy, describes the Roman empire as a “genocidal and pro-slavery society” to which a “Gigachad” wearing a classizing tunic responds by defending Roman imperialism as a civilizing force (#4).
The “gigachad,” which appeared in a transphobic campaign advertisement that Pharos documented, represents the supposed pinnacle of masculinity. Lurking behind the “Yes Chad” meme is the figure’s original, racially coded identity as a “Nordic Gamer.” This dimension of the figure’s identity is explicitly embraced in a meme that promotes the white nationalist idea that the collapse of Roman political power can be attributed to a loss of racial purity among the Romans themselves. It illustrates this supposedly racial decline with a gallery of Roman emperors in which those from Augustus to Commodus are represented by the blonde Yes Chad, those from Pertinax to Decius by the dark-haired “Mediterranean Yes Chad,” and those following Decius by increasingly grotesque profiles, culminating with several incorporating racist stereotypes of Africans (#5). A similar meme represents all the emperors as Soys except for Augustus, who appears as a blonde-haired Yes Chad (#6).
Don’t be deceived by the meme’s playful representation of many emperors, such as its choice of a “teenage trad wife” wojack for the queer icon Elagabalus. Memes such as these are not racist abuses of the form but an inevitable result of the proliferation of a form of comparison that, like the virgin vs. chad format, is inherently hierarchical.
This is true even without needing to reproduce the biased interpretations of outdated scholarship: one soy vs. chad meme is structured around a quotation from the pseudo-Aristotelian Physiognomics that describes dark-skinned and excessively pale-skinned people as cowardly (#8). It’s a text and a set of ideas that are foundational to scientific racism. The meme’s quotation of the text reestablishes the credibility of this idea by informing viewers of its Classical origins alongside unflattering and stereotyped Wojacks representing the groups that the ancient text named: Egyptians for the dark skinned people and the “Nordcuck” for the pale-skinned women.
Much more explicitly racist examples of this meme can be found, such as one in which an antisemitic caricature of a soy accuses a gallery of various chads of being “transpobic, antifeminist, anti-immigration, and angtigay.” This gallery several ancient-themed chads, including the “Greek King Chad” and a “Chad Roman” along with various others representing Celts, Vikings, and Spanish conquistadores. Besides perpetuating the canard that Jewish people are racial aliens in Europe, this example illustrates how the structure of the “Yes, Chad” meme lends itself to hateful politics.
The “Yes, Chad” format derives its humor from its the Chad’s blasé affirmation of something the Soy believes is shameful or insulting for the Chad. The meme thus provides the same perverse thrill that commentators argue explains the appeal of the increasingly explicit nativism of conservative politics in the United States. In the example above, the “Yes Chads” positively embrace transphobia, antisemitism, and the like. The “Yes Chad” glorifies those who continue to insist that such hatred is justified. It invites those who see it to be one of those people.
According to KnowYourMeme.com search interest in Virgin vs. Chad peaked in 2019, and interest in Yes Chads peaked in 2020.
The power of memes to shape one’s worldview is, in fact, a popular theme for meme-makers. One that is particularly relevant to our analysis of white nationalism in Classical memes uses a template in which Wrestling Promoter Vince McMahon shows increasing levels of excitement from panel to panel. The message of memes is: what you learn in school won’t be interesting. What you find online will blow your mind.
It is tempting to dismiss the world of memes as ephemeral, superficial, or trivial. This is all the more true when they deal in crudely racist stereotypes and interpretations of ancient material that professional scholars have long since abandoned. But they deserve the attention of anyone concerned with the entanglement of Greco-Roman antiquity in white nationalist politics. This is the message that many people have encountered before they even set foot in a history class. What you learn there won’t be interesting; it’s what you find online in memes that will really blow your mind.
And when one turns to memes to learn history, even if the memes don’t explicitly promote racism, are a set of idealizing tropes about the ancient world that make it a model for contemporary white supremacy: that the Roman empire “civilized” the “barbarians;” that Europe is “white” because the ancient Greeks were “white;” that immigration caused the fall of the Classical world.
It’s bad enough that these ideas can be found even in modern textbooks. But our students have already learned them online before we ever see them.
Who is this mythical man of meme-dom?
In each edition of web_crawlr we have exclusive original content every day. On Saturday our Video Producer Kyle Calise explores the origins and history of the most iconic memes online in his “Meme History” column. Do you think you’re better than everyone else, but are too good to explain why? Do you have gigantic muscles that you use for nothing practical other than defining your entire persona?
Chad is a usually disparaging internet slang term used for a popular, confident, sexually active young white male.
The term has come into use in incel forums and as internet slang to refer to sexually active, supposedly genetically superior men, or "alpha males". Within the manosphere and internet culture, Chads are generally viewed as constituting the top decile in terms of genetic fitness.
In online animation drawings in the manosphere, a Chad is often depicted as a muscular blond man with very pronounced masculine features. One such depiction, in the "Virgin vs. Chads are sometimes portrayed as the opposite to "omega" or "beta" males, and as physically attractive.
"Gigachad" is a related internet meme that uses black-and-white photographs of a muscular male model.
Appropriately, Yes, Chad often only says, “yes” to whatever thing he’s prompted with, which gives him a standoffish and superior tone.
Note, again, the blonde hair, full beard, full jawline, and almost idiotic levels of self-assuredness.
An original version of Chad.
Among incel groups and on web forums like 4chan, Chad has been used positively as the term for the ideal image of what a “real man” should be and Chad is idolized as the peak of masculinity.
Who uses Chad?
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tags: #Chad
