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	<title type="text">Kyle Chayka | The Verge</title>
	<subtitle type="text">The Verge is about technology and how it makes us feel. Founded in 2011, we offer our audience everything from breaking news to reviews to award-winning features and investigations, on our site, in video, and in podcasts.</subtitle>

	<updated>2016-12-06T16:00:16+00:00</updated>

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				<name>Kyle Chayka</name>
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			<title type="html"><![CDATA[Facebook and Google make lies as pretty as truth]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/2016/12/6/13850230/fake-news-sites-google-search-facebook-instant-articles" />
			<id>https://www.theverge.com/2016/12/6/13850230/fake-news-sites-google-search-facebook-instant-articles</id>
			<updated>2016-12-06T11:00:16-05:00</updated>
			<published>2016-12-06T11:00:16-05:00</published>
			<category scheme="https://www.theverge.com" term="Design" /><category scheme="https://www.theverge.com" term="Facebook" /><category scheme="https://www.theverge.com" term="Features" /><category scheme="https://www.theverge.com" term="Google" /><category scheme="https://www.theverge.com" term="Meta" /><category scheme="https://www.theverge.com" term="Report" /><category scheme="https://www.theverge.com" term="Tech" />
							<summary type="html"><![CDATA[If you asked Google who won the popular vote just after the election, there&#8217;s a chance you would have been sent to a conspiracy blog with bogus results. And the site is likely to have looked as legitimate as any other. The fake news problem we&#8217;re facing isn&#8217;t just about articles gaining traffic from Facebook [&#8230;]]]></summary>
			
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<p>If you asked Google who won the popular vote just after the election, there&rsquo;s a chance you would have been sent to a conspiracy blog with bogus results. And the site is likely to have looked as legitimate as any other.</p>

<p>The fake news problem we&rsquo;re facing isn&rsquo;t just about articles gaining traffic from Facebook timelines or Google search results. It&rsquo;s also an issue of news literacy &mdash; a reader&rsquo;s ability to discern credible news. And it&rsquo;s getting harder to tell on sight alone which sites are trustworthy. On a Facebook timeline or Google search feed, every story comes prepackaged in the same skin, whether it&rsquo;s a months-long investigation from <em>The Washington Post</em> or completely fabricated clickbait.</p>
<div class="c-float-right "> <p> </p> <div data-analytics-viewport="autotune" data-analytics-label="theverge-70-news:3661" id="theverge-70-news__graphic"></div> <!-- (function() { var l = function() { new pym.Parent( 'theverge-70-news__graphic', 'https://apps.voxmedia.com/at/theverge-70-news/'); }; if(typeof(pym) === 'undefined') { var h = document.getElementsByTagName('head')[0], s = document.createElement('script'); s.type = 'text/javascript'; s.src = 'https://cdnjs.cloudflare.com/ajax/libs/pym/0.4.5/pym.js'; s.onload = l; h.appendChild(s); } else { l(); } })();// --><p><em>Left, 70News&#8217;s story in standard format; Right, in AMP</em></p> </div>
<p>While feed formatting isn&rsquo;t anything new, platforms like Google AMP, Facebook Instant Articles, and Apple News are also further breaking down the relationship between good design and credibility. In a platform world, all publishers end up looking more similar than different. That makes separating the real from the fake even harder.</p>

<p>On Google&rsquo;s search page, the false article about Trump&rsquo;s popular vote win &mdash; published on a website with the generic URL &#8220;<a href="http://70news.wordpress.com">70news.wordpress.com</a>&#8221; &mdash; looks just like a piece from <em>The New York Times</em> or <em>Bloomberg</em>. It has the bare basics of a headline, prominent thumbnail image, publish date, and source. Clicking through to the story on a mobile browser, as the majority of US Google searchers would, brings up the post-Web 2.0 standard: boxes of well-proportioned text in an empty white field with branding at the top and bottom. It looks pretty normal, though odd capitalizations and bolding hint that something might be off.</p>

<p>Go to 70news.wordpress.com on a desktop browser, however, and you&rsquo;ll find a generic WordPress blog that features a stock photo of a pool for a header, static images of flowers in the sidebar, and a default favicon. The site boasts a grand total of 594 fans on Facebook. In short, not credible or mainstream by any definition.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7592967/Screen_Shot_2016-12-05_at_9.44.30_PM.0.png?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="70News desktop wide 3" title="70News desktop wide 3" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
<p><em>70News homepage on desktop</em></p>

<p>The difference between the two is the result of AMP, an HTML framework that Google created to make mobile pages that load faster. (It also likely caused the 70news piece to be aggregated into a &#8220;top news&#8221; carousel.) AMP has the side effect of making mobile websites look a little more homogenous, narrowing down the details that publishers can customize, at least without aggressive tweaks. In a small way, the system normalizes and standardizes designs like that of 70news that otherwise would look obviously askew, tacitly accelerating traffic to questionable sites and further confusing readers who haven&rsquo;t learned to discriminate.</p>
<div class="c-float-right c-float-hang"><p><q>&#8220;It&rsquo;s hard to make a site look like yours in an AMP format.&#8221;</q></p></div>
<p>Websites that operate on these homogenizing platforms, whether they offer real news or fake, exist under the same digital gloss no matter their production budget, which presents a problem for upscale publishers wanting to stand out. &#8220;It&rsquo;s hard to make a site look like yours in an AMP format,&#8221; About.com CEO Neil Vogel, <a href="https://digiday.com/publishers/google-amp-presents-challenges-publishers-mobile-design/">told <em>Digiday</em> in October</a>. &#8220;You can change the header, you can change the fonts, but it&rsquo;s not yours.&#8221;</p>

<p>Over centuries, print media developed a visual language of credibility that became second nature to most readers: crisp type and clean, uninterrupted columns communicate integrity, while exaggerated images, messy layouts, and goofy text inspire doubt. On a physical newsstand, it&rsquo;s still easy to tell the <em>National Enquirer</em> from, say, <em>The Atlantic</em>. Online, it&rsquo;s becoming increasingly difficult to differentiate between the two.</p>

<p>When most web traffic flowed through browsers, well-built and constantly updated homepages provided a signal that what you were reading was legitimate. Social media has changed that, too. These days, social media drives a large percentage of readers to publications (30 percent is a consistently cited number). Sure, the <a href="http://www.nytimes.com">nytimes.com</a> homepage still looks much more authoritative than the conservative aggregator <a href="http://www.usasupreme.com">usasupreme.com</a>, for example. But clicking out from a post on a Facebook feed, fewer readers even make it to the homepage, much less notice the visual difference.</p>
<div class="c-float-left "> <p> </p> <div data-analytics-viewport="autotune" data-analytics-label="theverge-liberty-viral:3662" id="theverge-liberty-viral__graphic"></div> <!-- (function() { var l = function() { new pym.Parent( 'theverge-liberty-viral__graphic', 'https://apps.voxmedia.com/at/theverge-liberty-viral/'); }; if(typeof(pym) === 'undefined') { var h = document.getElementsByTagName('head')[0], s = document.createElement('script'); s.type = 'text/javascript'; s.src = 'https://cdnjs.cloudflare.com/ajax/libs/pym/0.4.5/pym.js'; s.onload = l; h.appendChild(s); } else { l(); } })();// --><p><em>Left, a Liberty Viral story in standard format; Right, in Facebook&#8217;s Instant Articles</em></p> </div>
<p>Over the last several years, upscale publishers that don&rsquo;t draw a large percentage of revenue from banner display advertising, like Medium and <em>Vice News</em>, have embraced an extreme minimalist style that features text and blank white space above all else &mdash; the better to differentiate themselves from the noise of fake news and chum boxes. This visual austerity is the new mark of an upscale publisher.</p>

<p>Yet questionable outlets are starting to adopt these very same aesthetics of reliability, albeit on a delay of several years. Sites like <a href="http://civictribune.com/"><em>Civic Tribune</em></a> and the satirical <a href="http://nationalreport.net/"><em>National Report</em></a> look no worse than <em>The Huffington Post</em> or <em>Drudge Report</em>, which are seen as legitimate publishers, more or less. Some, like the semi-satirical <a href="http://realnewsrightnow.com/"><em>Real News Right Now</em></a>, have even echoed the clean, gridded layout and decisive typography of sites like <em>Digg</em> and the defunct <em>Atlantic Wire</em>, an aesthetic that once suggested value-added aggregation.</p>

<p>That means readers have to pay even more attention to figure out who to trust. &#8220;There are some visual cues that you&rsquo;re on a site that may need further examination,&#8221; says Melissa Zimdars, a professor of communication at Merrimack College who created a <a href="http://docs.google.com/document/d/10eA5-mCZLSS4MQY5QGb5ewC3VAL6pLkT53V_81ZyitM/preview">running list</a> of news sites that publish satirical, false, or otherwise questionable information. &#8220;The first is just bad design, such as the screen being very cluttered and busy. These websites also tend to contain obviously Photoshopped pictures, and their articles and headlines frequently use all caps to emphasize certain words.&#8221; Or every word, as the case may be.</p>
<div class="c-float-right c-float-hang"><p><q>Ultimately, fake news sites are ugly because they don&rsquo;t need to look good</q></p></div>
<p>Other visual quirks of fake news websites include often repeating the same story multiple times down the homepage; prestige publishers would never waste the real estate, but the trick makes sites&rsquo; output seem larger. The sites also list vague topic sections at the top like &#8220;entertainment,&#8221; &#8220;politics,&#8221; and &#8220;motorcycles,&#8221; with little regard to an overall direction or voice. The articles are published with generic stock photos. And of course, there are long sidebars of titillating sponsored stories about sex, weight-loss, celebrities, bad plastic surgery, cars, or all of the above, often festooned with weirdly compelling gross-out images.</p>

<p>Zimdars also suggests looking for consistent spelling, grammar, and formatting, the hallmarks of the AP Style Guide that survive the visual stylization of AMP or Instant Articles. But the internet will never be as well copyedited as print, fake news or not. Establishing a blacklist of sites can only go so far; there has to be active, persistent analysis on the part of the reader. &#8220;Some of the sites on the resource are already down and new ones pop up every day,&#8221; Zimdars says.</p>

<p>For a seasoned internet user, it&rsquo;s still fairly easy to tell good publications from bad when looking at a homepage. Ultimately, fake news sites are ugly because they don&rsquo;t need to look good. All that matters is the traffic, providing page views to offer up to advertisers. In fact, making the site more presentable might be worse for business. &#8220;I&rsquo;ve run layouts where there was a higher design aesthetic, less ads, and more widgets,&#8221; says Cyrus Massoumi, the founder of <em>Mr. Conservative</em>, a hyper-partisan site with 2.2 million Facebook fans that a <a href="https://www.buzzfeed.com/craigsilverman/conservative-page-owners-in-fake-news-panic"><em>BuzzFeed News</em> investigation</a> recently called out as a leading example of &#8220;tilted&#8221; news. The less overwhelming designs &#8220;didn&rsquo;t yield any difference in fundamental traffic performance &mdash; time on site, page views, etc.,&#8221; Massoumi adds. Revenue didn&rsquo;t outweigh the redesign labor.</p>
<div class="c-float c-float-hang c-float-left"> <p><em>You don&rsquo;t have to know a whole lot about journalism to discern between fake and real news. There are a series of visual cues that can help any reader determine trustworthiness. Melissa Zimdars, professor of communications at Merrimack College, helped us compile a list of tips. </em></p> <div data-animated="headline" class="c-animated-headline"> <h3>Domain names</h3> <p>If the URL is a variation of a well-known publication, looks like a blog, or has &#8220;.com.co&#8221; in the URL, consider it suspect.</p> <p><img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7592719/Screen_Shot_2016-12-05_at_9.03.30_PM.0.png" alt="70News URL" data-chorus-asset-id="7592719"></p> <p> <img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7599073/Screen_Shot_2016-12-06_at_6.27.22_PM.0.png" alt="abc fake news url" data-chorus-asset-id="7599073"> </p> </div> <div data-animated="headline" class="c-animated-headline"> <h3>ALL CAPS, mispellings, Sensational headlines!</h3> <p>Even legitimate sites are guilty of these, but if a site has all three, you&#8217;re in trouble.</p> <p><img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7592757/Screen_Shot_2016-12-05_at_9.09.12_PM.0.png" alt="Caps image fake news" data-chorus-asset-id="7592757"></p> <p><img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7593383/unnamed.0.png" alt="NBC Fake News" data-chorus-asset-id="7593383"></p> </div> <div data-animated="headline" class="c-animated-headline"> <h3>Shady authors</h3> <p>The same author for every post, or no author listed at all. Both are a bad sign.</p> <p><img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7592775/Screen_Shot_2016-12-05_at_9.14.00_PM.0.png" alt="fake news same author" data-chorus-asset-id="7592775"></p> </div> <div data-animated="headline" class="c-animated-headline"> <h3>Repetition</h3> <p>If the same article conspicuously appears multiple times, watch out.</p> <img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/7593387/repeated_headlines-bullet_4.0.png" alt="Fake news multiple time" data-chorus-asset-id="7593387"> </div> <p><em>&#8211; <a href="http://www.theverge.com/users/zoyateirstein">Zoya Teirstein</a> </em></p> </div>
<p><em>Mr. Conservative</em> currently sports Google AdSense ads and sponsored stories from a service called Revcontent, social media share buttons under every story thumbnail, and an inexplicable array of links to articles about violent acts committed by children. It&rsquo;s &#8220;much more advertising than I would like,&#8221; Massoumi says.</p>

<p>But what happens when questionable news sources enter the walled and manicured gardens of Google, Facebook, and Apple&rsquo;s proprietary publishing systems? An increasing volume of readers experience articles through these mobile masks. AMP now represents 10 to 15 percent of publisher search traffic, according to an October <a href="http://digiday.com/publishers/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/">Define Media report</a>. Facebook claims that Instant Articles content gets more traffic and deeper engagement than regular posts, with a 20 percent increase in average read time and a 30 percent higher share rate (those numbers are slightly suspect given Facebook&rsquo;s control over exposure and its habit of misreporting data).</p>

<p>Even more so than AMP, Facebook Instant Articles radically transform a story&rsquo;s visual presentation. Take, for instance, a site like the Libertarian-slanted <em>Liberty Viral</em> and its companion site <em>The Libertarian Republic</em>. Whereas hyper-partisan publisher <em>The Libertarian Republic</em>&rsquo;s homepage is plastered with full-bleed images, pop-up menus, and AdSense ads, a <em>Liberty Viral</em> story shared on its Facebook page, delivered through IA, appears on mobile as a glowing beacon of web design, with dynamic images, pleasant serif typography (reminiscent of the upmarket web product <a href="https://typekit.com/">Typekit</a>), and a Timesian byline and date, not to mention an absence of distracting social media share buttons.</p>

<p>For now, most so-called fake news outlets have yet to widely adopt AMP or Facebook IA. <em>Mr. Conservative</em> hasn&rsquo;t made use of Instant Articles because &#8220;the revenue was garbage,&#8221; Massoumi says. He&rsquo;s more confident about Facebook selling ads on video, and has partnerships lined up for whenever the spigot gets turned on.</p>

<p>Yet both Facebook and Google are bullish on attracting publishers to their new systems. AMP&rsquo;s <a href="https://www.ampproject.org/roadmap/">2017 plans</a> include greater interactivity and offline support, while Facebook IA brags that it is &#8220;now open to all publishers&#8221; on its <a href="https://instantarticles.fb.com/">homepage</a>.</p>

<p>When enormous, undiscerning platforms like the two tech giants hoover up content, they disguise it, no matter the source. It doesn&rsquo;t have to be that way. Yet neither Google nor Facebook have outlined specific policies for AMP or IA in terms of barring questionable publishers from adopting what we once thought of as the appearance of solid journalism. When asked if there was a concern that fake news sites use IA, Facebook declined to comment, and a Google representative speaking on background stressed AMP&rsquo;s open-source framework nature: it is what you make of it.</p>

<p>In effect, both could use their publishing systems as a discretionary wall between credible and questionable sources, offering their premium products only to trusted publications and discouraging traffic to fake news. Some differentiation is beginning to happen. Google and Facebook have already started banning sites with misleading information from their ad networks; banning them from AMP and IA might be another step in the right direction. Facebook is mulling a Collections feature that would highlight only curated publishers, according to <a href="http://www.businessinsider.de/facebook-working-on-curated-collections-section-for-news-feed-with-publishers-2016-12?r=US&amp;IR=T"><em>Business Insider</em></a>, de-emphasizing viral clickbait. These moves would push the companies toward the direction of Snapchat, which extensively vets publishers in its Discover feature and fact-checks stories that are created internally, <a href="https://www.buzzfeed.com/nitashatiku/snapchat-fake-news?utm_term=.cqNjpLE1#.hoReR8yl"><em>BuzzFeed</em> reports</a>.</p>

<p>Limiting access only to trusted partners might create a higher barrier to entry for smaller publishers, meaning less immediate exposure. But Google News already maintains a strong, diverse list, and if Facebook can&rsquo;t stomach the idea of having a human editorial staff, it seems like a minor step to take that could potentially slow the spread of fake news.</p>

<p class="has-end-mark">Without the platforms taking responsibility for what appears in their premium layouts, however, readers are left with the necessity of divining from headline format and copyediting alone if a publisher is pushing a legitimate story or promulgating an outright lie. It&rsquo;s a low barrier, and yet one readers many still seem to be unaware of. By design, social networks and search engines have taught us to consume what they provide as fact. Their businesses are contingent on the content being attractive enough to sell ads, so we are encouraged to go on clicking and believing long after we should have stopped.</p>
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			<title type="html"><![CDATA[Welcome to Colon, Magic Capital of the World]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/2014/9/24/6127597/welcome-to-colon-magic-capital-of-the-world" />
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			<updated>2014-09-24T10:54:38-04:00</updated>
			<published>2014-09-24T10:54:38-04:00</published>
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							<summary type="html"><![CDATA[On a high school auditorium stage in front of a packed house on the evening of August 6th, a goth magician named Dan Sperry dressed in ripped black jeans and platform boots swallowed a few razor blades, then pulled them from his mouth daisy-chained on a string. He picked up a grotesque baby doll, made [&#8230;]]]></summary>
			
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<div class="m-snippet thin"> <p>On a high school auditorium stage in front of a packed house on the evening of August 6th, a goth magician named Dan Sperry dressed in ripped black jeans and platform boots swallowed a few razor blades, then pulled them from his mouth daisy-chained on a string. He picked up a grotesque baby doll, made it pee on his face, then spat the pee back on the baby before throwing it away. Doves appeared from nowhere, vanishing to bursts of flame and a grinding soundtrack of Incubus. During the finale, Sperry sawed through his own neck with a piece of floss. At some point during the emo-metal haze, it occurred to me that I might actually prefer a stuffy old man in a tuxedo waving a magic wand.</p> <p>This surreal performance happened in Colon, Michigan, a sleepy, one-streetlight town somewhere between Detroit and Chicago that proudly bills itself as &#8220;The Magic Capital of the World.&#8221; (The name comes from a pair of nearby lakes shaped like the punctuation mark.) It&#8217;s home to around 1,000 residents and holds at least 30 dead magicians in its single small graveyard. The Colon High School mascot is a giant bunny rabbit. Though it lacks the soaring Gothic cathedrals of Hogwarts, it just might be the most magical place in the United States.</p> <p>For the past 80 years, Colon has hosted Abbott&rsquo;s Magic Get Together, an annual gathering of several hundred magicians from all over the world who convene for a week of shows, lectures, and trick-jamming. At night, tipsy magicians mingle in bars and restaurants along Colon&rsquo;s single block of downtown, practicing their craft on passersby. The Get Together is less a conference and more a &#8220;family reunion,&#8221; as nearly every person I spoke to there referred to it.</p> <p><q class="magic">Doves appeared from nowhere, vanishing to bursts of flame and a grinding soundtrack of Incubus</q></p> <p>But like any good family reunion, the Get Together has its share of drama. I<span>nfighting over the town&rsquo;s magical heritage has made it harder for aging magicians to cooperate in attracting new members to their community. And modern, everyday technology &mdash; not to mention the proliferation of the internet &mdash; has made it harder for magic to seem&#8230; well, magical.</span></p> <p>Still, when you throw hundreds of born-and-bred entertainers into this mecca of illusions, you&rsquo;re bound to get a party.</p> </div><div class="m-snippet full-image"> <img alt="Colon 2" class="small" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1399256/DSCF1828.0.jpg"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>The facade of Abbott&#8217;s, Colon&#8217;s oldest manufacturer of magic supplies.</em></small></p> <p>Magic is to Colon what fog is to San Francisco: it forms a kind of omnipresent backdrop to the place. There are flags emblazoned with &#8220;The Magic Capital of the World&#8221; hanging from every streetlamp, street-side planters shaped like rabbits coming out of hats, and a Hollywood-style magician walk-of-fame on the town&rsquo;s short stretch of sidewalk. The local pizza shop&rsquo;s signboard menu advises visitors to &#8220;have a magical day.&#8221;</p> <p>The town&rsquo;s history museum, a small converted church just off the downtown strip, has a wall covered in black-and-white photos of magicians that the town historian, Joe Ganger, proudly pointed to as he made the case for its Magic Capital status. Colon attracts obsessives of a single genre. &#8220;If they have a magic interest, they have to come through this dinky little town,&#8221; he says.</p> <aside class="float-right"><q class="magic">Magic is to Colon what fog is to San Francisco: it forms a kind of omnipresent backdrop to the place</q></aside><p>The town&rsquo;s first celebrity magician, Harry Bouton &mdash; you might know him better by his stage name, Harry Blackstone &mdash; came to Colon in 1926 after developing his act in his hometown of Chicago. Before the advent of air conditioning, touring performers took the summers off. The story goes that during one such break, Blackstone&rsquo;s wife was driving through Michigan in search of a place the troupe could settle during the warmer months. She stumbled across Colon. &#8220;Colon had everything they needed,&#8221; Ganger explains: an opera house to rehearse in, a railroad to ship out on tour, and lakes perfect for &#8220;escape act preparations.&#8221;</p> <p>Blackstone bought up 200 acres of land on one of Colon&rsquo;s lakes, renamed it Blackstone Island, and set about inviting other itinerant magicians to join him. In 1927, an Australian magician named Percy Abbott came to town to do some fishing and never left &mdash; he married one of Blackstone&rsquo;s showgirls, 21 years his junior. Blackstone and Abbott went into the magic manufacturing business together, creating the Blackstone Magic Company in 1929, but the partnership dissolved within 18 months. &#8220;Big egos don&rsquo;t mix,&#8221; Gabe Fajuri, the proprietor of the Potter &amp; Potter magic memorabilia auction house and a longtime veteran of the Get Together, tells me.</p> <p>Even as Blackstone and Abbott went their separate ways, business grew, and Colon became a factory town serving the magic industry. At its peak in the mid-1900s, Abbott Magic Company had 10 stores around the country and employed 60 different people in jobs like painting sets and manufacturing feather flowers, according to Ganger. Today, the 90-year-old Bud West is one of the few workers left who experienced the heyday. I met him on the porch of his son&rsquo;s home next to a serene patch of Colon lake.</p> <p>After practicing magic to entertain fellow troops on ship during World War II, West joined up with Abbott&rsquo;s to design tricks. &#8220;Illusions were our calling card,&#8221; he says. &#8220;You dream up an illusion, tell us what you would like to do, and we would do it.&#8221; For Siegfried &amp; Roy, West created an apparatus that turned a girl into a gorilla. &#8220;Nothing to it,&#8221; he boasts.</p> <p>These days, &#8220;the guys that I knew, they&rsquo;re all dead and gone,&#8221; West says. In 1959, Abbott himself was having heart problems and decided to retire. He sold the entirety of the company to Recil Bordner, an Ohio farmer and hobbyist magician who was an early partner in the venture. Shortly thereafter, Abbott died of a heart attack.</p> </div><div class="m-snippet full-image"> <img alt="Colon 1" class="small" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1399254/DSCF1788.0.jpg"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>Rick Fisher demonstrates a vanishing ball illusion at the counter of his shop, FAB Magic Company.</em></small></p> <p>Bordner ran Abbott&rsquo;s and the Get Together peacefully for decades, growing it into a kind of mafia meeting where elder magicians passed on their skills and business strategies to the youth, anointing the new kingpins of their calling. One such beneficiary was Lance Burton, whose performances made him one of the most recognizable illusionists in the world after he won the Get Together magic competition in 1977. Recil Bordner died in 1981 and his son Greg took over. Today he can be found in the back workshop of Abbott&rsquo;s, a meandering store with glass cases of tricks arranged around wooden bleachers where a matinee ventriloquist act was chattering on as part of the festival.</p> <aside class="float-right"><img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1110778/14859866066_9edb0caeaa_k.0.png"><small><em>Greg Bordner, organizer of the Get Together, sits in the offices of Abbott&#8217;s Magic.</em></small></aside><p>When any curious kid can look up how to do a magic trick on YouTube rather than buy one of his props, &#8220;magic is a tough business,&#8221; Bordner says. &#8220;If you want to know how to do <a href="http://en.wikipedia.org/wiki/Cups_and_balls" target="_blank">cups and balls</a>, you just Google it, bingo! You don&rsquo;t have to send $5 to Greg Bordner!&#8221; But the internet is also helping profits. Sales are &#8220;more online everyday; PayPal has taken over,&#8221; Bordner explains. &#8220;We still have a showroom that&rsquo;s open to the public,&#8221; he says, but he admits that demonstrating tricks for a few bucks&rsquo; profit is &#8220;sometimes a distraction.&#8221; The majority of his orders come from middle-aged men, nostalgic for their youthful hobbies. He also mentions a $5,000 order from Disney.</p> <p>Margins are thin, so when a competing magic shop opened in Colon 11 years ago, Bordner was spooked. It didn&rsquo;t help that Percy Abbott&rsquo;s children, who no longer owned any of their father&rsquo;s business, helped former pharmaceutical sales rep and amateur magician Rick Fisher open the new store. &#8220;I feel animosity,&#8221; Bordner says. Colon is &#8220;where I grew up; I played on the football team with a fighting rabbit on my helmet. I know the people in the cemetery personally.&#8221;</p> <p>Fisher&rsquo;s shop, just a few minutes&rsquo; walk away from Abbott&rsquo;s, is called FAB Magic Company, short for Fisher-Abbott. &#8220;We don&rsquo;t want people to get confused,&#8221; Fisher says while seated in the shop one afternoon, a hint of sarcasm playing through the friendliness of his voice. The thing is, the situation <em>is</em> confusing, and it doesn&rsquo;t help that the two shops look incredibly similar, with the same musty glass cases and scattered props. Fisher originally tried to buy back Abbott&rsquo;s but the attempt failed, and so the neo-Abbott team decided to start fresh.</p> <p>Why would Fisher intentionally pick a fight in Colon? &#8220;For crying out loud, this is the magic capital of the world!&#8221; he says. &#8220;You oughta have a magic shop on every corner!&#8221; As Fisher sees it, the more magic, the better, especially for the town. &#8220;For a while there was cooperation [with Abbott&rsquo;s], we don&rsquo;t see that cooperation now, and that&rsquo;s too bad,&#8221; he says. &#8220;Everybody wants to grow, but you gotta get Colon to grow with you.&#8221; Bordner, the senior magic salesman, takes a dimmer view. &#8220;If I don&rsquo;t get the $5 from that ball vase, someone else will, so I have to be nice to people,&#8221; he says.</p> <q class="magic">&#8220;Everybody wants to grow, but you gotta get Colon to grow with you.&#8221;</q><p>Amidst the bad blood, John Sterlini stands behind the counter of Sterlini Magic Manufacturing, Colon&rsquo;s third magic shop, like a retired Elvis, dressed in a monochromatic bowling shirt with his dyed-black hair poofed loftily upward. Of the three salesmen he is the friendliest; he just wants everyone to get along. He&rsquo;s also the most active as a practicing magician &mdash; he performed at the Colon high school show alongside Dan Sperry, though Sterlini wore far more traditional apparel: a tux.</p> <p>Sterlini has nothing to do with the Abbott or Bordner families, though the Abbott&rsquo;s catalog was &#8220;like my bible&#8221; as a young magician, he says. His shop, which opened three years ago after he moved his magic prop building business from Detroit, sets itself apart by looking less like a grandparent&rsquo;s basement and more like a softcore interpretation of a BDSM dungeon: the walls are covered in faux stone blocks, there&rsquo;s a stockade in one corner, and a shimmering curtain of ticker tape twinkles behind the counter. &#8220;If Disney were to build a magic shop, what would it be?&#8221; Sterlini wonders aloud while manning the obligatory glass cases of merchandise during the Get Together. &#8220;This is what I envisioned.&#8221;</p> <p>Sterlini comes down on Fisher&rsquo;s side of the argument. &#8220;What better place to open up another magic shop?&#8221; he says of Colon. &#8220;I&rsquo;d rather put my efforts to building more of a community.&#8221;</p> <p>Bordner, of course, sees it differently. &#8220;They&rsquo;re the new kids, trespassing if you will, but I guess it&rsquo;s just too big, I can&rsquo;t stop it,&#8221; he says. &#8220;Magic is bigger than you might think.&#8221;</p> </div><div class="m-snippet full-image"> <img alt="Colon rough 4" class="small" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1367374/14882982235_9f2f20dd35_k.0.png"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>Sean Bogunia poses with his &#8220;Blackstone&#8217;s Dancing Hanky&#8221; trick.</em></small></p> <p>The truth is that magic is both big and small. The art gathers a niche crowd, of course. But despite Bordner&rsquo;s protests, I saw a community that welcomed diversity and provided plenty of space for coexistence. The variety was particularly apparent in the stage performances.</p> <p>At the high school show that Dan Sperry headlined, there was a traditional levitating-ball and vanishing-dove act performed by <a href="http://alexanderboycemagic.com/" target="_blank">Alexander Boyce</a>, an 18-year-old magician from upstate New York who performed in a dashing gray suit. &#8220;I really like the Rat Pack, Frank Sinatra, all those guys; shows like <em>Mad Men</em>,&#8221; he tells me backstage after the show. &#8220;&rsquo;80s magic is a thing, &rsquo;90s magic is a thing,&#8221; Boyce says, but he chose to take on the classy, &rsquo;60s-era minimalism of a magician like Channing Pollock. (Pollock had a magic act so elegant &mdash; check out <a href="https://www.youtube.com/watch?v=khQT5HP3zfU" target="_blank">his appearance in the 1959 movie <em>European Nights</em></a> in which the magician is as poised as a silent film star &mdash; that he later became an actor.) I ask if Boyce&rsquo;s skills help him get girls, Don Draper-style. &#8220;The magic doesn&rsquo;t hurt,&#8221; he says. &#8220;At the most simple level it&rsquo;s a display of power, so if you&rsquo;re into that&hellip;&#8221;</p> <aside class="float-right"><q class="magic">The most mind-blowing magic in Colon happens not on stage but right in front of you</q></aside><p>The most mind-blowing magic in Colon, however, happens not on stage but right in front of you. Boyce contrasts with someone like Ron Jaxon, a goateed man in a loose collared shirt, jeans, and fedora. Jaxon stopped by my table at the Colon American Legion &mdash; a wood-paneled cavern that&rsquo;s a Get Together favorite for its cheeseburgers and $7 pitchers of beer &mdash; where magicians stroll the floor, pausing to perform. Jaxon tossed quarters from hand to hand, but they somehow disappeared in mid-flight. He moved the top half of a deck of cards with the shadow of his hand. One of the tenets of magical commerce is &#8220;we ain&rsquo;t tellin&rsquo; if we ain&rsquo;t sellin&rsquo;,&#8221; as Greg Bordner put it, but a quick Google search reveals that the trick can be performed with Silly Putty and some magician-standard invisible thread. Nevertheless, it looked amazing.</p> <p>Jaxon first turned to magic in his teenage years as a distraction from the death of his brother, but then he became completely deaf. Magic became a way to cope with his condition and interact with people in public. &#8220;If I didn&rsquo;t go deaf, I probably wouldn&rsquo;t be a magician right now,&#8221; he says. Two years ago he got a cochlear implant, and now he&rsquo;s suddenly a deaf magician who can hear.</p> <p>Though Jaxon depends on technology for his hearing, he&rsquo;s a little disdainful of those who count on it for magic. &#8220;A lot of the younger magicians learn on YouTube,&#8221; he says, lamenting that they&rsquo;re &#8220;more about showing off.&#8221; It&rsquo;s not about the devices you have, according to Jaxon, but how you can perform. A good magician should be able to &#8220;buy a trick for $5&hellip; go into a competition and maybe not win it, but get a good reaction.&#8221;</p> </div><div class="m-snippet full-image"> <img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1399266/DSCF2070.0.jpg" class="small" alt="Colon 6"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>Antony Gerard, a phenomenal card forcer, spent his week dazzling attendees with his skills.</em></small></p> <p>Meanwhile, Sean Bogunia, who I caught standing outside the American Legion, might be the most tech-savvy magician around &mdash; and his tricks cost far more than $5. After dropping out of school in eighth grade, Bogunia taught himself electrical engineering, CAD, and, later on, 3D printing, which lets him prototype trick designs in a day rather than weeks. &#8220;I picked the perfect art, because magic is science,&#8221; he says.</p> <p>Bogunia was carrying around a cartoonishly large plastic jar with a white handkerchief inside and a cork plugging the top. &#8220;This is Blackstone&rsquo;s Dancing Hanky, created by Sean Bogunia,&#8221; he says, proudly introducing the device to a gathered crowd. The hanky inside started leaping around of its own accord, hovering, and playing dead when bystanders shot at it with an imaginary gun. The trick, which was pioneered by Harry Blackstone in its original form, depends on technology of Bogunia&rsquo;s own. He&rsquo;ll never reveal exactly how it works, though he holds a programmable wireless controller in the hand that&rsquo;s not supporting the jar.</p> <p>&#8220;There are many old-school magicians who will not use tech,&#8221; but younger magicians are &#8220;doing stuff with their iPhones and things like that,&#8221; Bogunia says. &#8220;I don&rsquo;t really like that because the phone is already very magical. The best way to use technology in magic is to hide it in a way that&rsquo;s unsuspected, just like this.&#8221;</p> <p>It&rsquo;s difficult to combine technology and magic in a convincing, seamless way; perhaps that&rsquo;s why the world of magic tech is so high-stakes. Bogunia is one of its stars. After his demonstration, a Get Together attendee quietly approached Bogunia about buying one of the hanky tricks &mdash; only 50 of which will ever be made &mdash; for thousands of dollars in cash. &#8220;I wanted you to know I&rsquo;m serious,&#8221; he murmured. Any potential buyer would have to be. Bogunia was contacted by perhaps the world&rsquo;s most famous living magician, David Copperfield, about acquiring the trick. &#8220;He offers me a nice chunk of cash, but I can never do [the trick] myself, only he can do it, and there&rsquo;s a very good chance that it may stay in his warehouse and never be used. Sometimes he&rsquo;ll buy a trick just so other people don&rsquo;t do it,&#8221; Bogunia recalls. &#8220;I almost said yes, finally said no.&#8221;</p> <p><q class="magic">The Colon kind of magic inspires awe because we know it&rsquo;s fooling us</q></p> <p>As I watched the hanky dance, I couldn&#8217;t help but agree with Bogunia&#8217;s feelings on technology in his craft: our phones make things appear and disappear all the time as if by magic, but an iPhone is meant to be a tool, not a stage act. The Colon kind of magic &mdash; the kind I was seeing all around me &mdash; inspires awe because we know it&rsquo;s fooling us. The doves don&rsquo;t actually spring forth from nothingness; they&rsquo;re hidden in sleeves and pockets. The coin doesn&rsquo;t disappear; it&rsquo;s still enclosed in the hand you&rsquo;re not looking at. For Bogunia, technology simply helps that magical trick of perception along.</p> <p>But tomorrow&rsquo;s magicians couldn&rsquo;t care less about the arbitrary lines drawn between magic shops, styles, and philosophies. 19-year-old Trino (his stage name) and his 17-year-old partner Trent James were rehearsing their act, &#8220;Partners in Deception,&#8221; at the small theater attached to Sterlini&rsquo;s store, forcing cards into balloons without popping them and escaping from straitjackets. When Colon&rsquo;s feuds were developing, &#8220;we weren&rsquo;t even born, so we have no sides,&#8221; James says. For them, it&rsquo;s more about survival &mdash; they just want to keep magic going. &#8220;Magic as an art isn&rsquo;t going away, but it&rsquo;s declining; less kids are doing it,&#8221; James continued. &#8220;The generation above us is definitely helping us more than generations in the past, just because there are so few younger magicians,&#8221; Trino adds.</p> </div><div class="m-snippet full-image"> <img alt="Colon 3" class="small" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1399258/DSCF1930.0.jpg"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>A cage filled with white doves sits on a Colon lawn.</em></small></p> <p>After the second night of shows at the Colon high school auditorium, magicians gathered around downtown for pizza and burgers. A palpable buzz grew in the minutes before a close-up magic contest at Curly&rsquo;s, a barn-like bar that is the newest and largest watering hole in town.</p> <aside class="float-right"><q class="magic">&#8220;This particular trick gives me a heart attack every time.&#8221;</q></aside><p>The sign-up list for the magical equivalent of a rap battle kept growing over the course of the night, presided over by Dynamike, the contest&rsquo;s emcee, a towering man in a bright red suit known for performing tricks with an albino rabbit. The frantic showcase included cup-and-ball routines, mime impressions, a man named Maniacal Mike (no relation to Dyna) attempting a complex mind-reading trick that got lost in the bar noise, a shoddy arm-cutter, Ron Jaxon making a card appear in a bottle of beer, and Dynamike himself levitating an audience member on a chair. One 15-year-old magician, Tyler Nygren, had palmed cards into the back pockets of two audience members in preparation for a trick and anxiously watched to see if his victims had caught on. &#8220;This particular trick gives me a heart attack every time,&#8221; he confides to me before going into the spotlight.</p> <p>The trick eventually succeeded (&#8220;people seemed amazed,&#8221; the young magician tells me afterward) and Nygren stood alongside Jaxon and several others in the winners&rsquo; circle while Dynamike praised them loudly. The magicians and spectators gradually filtered out of the bar toward several boxes of old decks of cards, the ingredients for another Colon tradition. Magicians tore open the decks and began throwing cards into the street, flicking their wrists so the white rectangles spun out into the darkness and fluttered to a rest on the sidewalk opposite, some colliding with streetlamps, cars, or innocent pedestrians.</p> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet"> <img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/1399264/DSCF2057.0.jpg" class="small" alt="Colon 5"> </div><!-- ######## END SNIPPET ######## --><div class="m-snippet thin"> <p><small><em>The aftermath of a Get Together tradition, playing cards litter the street.</em></small></p> <p>Every magician took part in the cannonade, no matter FAB or Abbott&rsquo;s, young or old, goth or engineer. The Get Together community united in a single joyful act. Dan Sperry joined in with shadows of his stage makeup still applied. Boyce threw cards when he wasn&rsquo;t entertaining several local young women. Toddlers ran to pick up the closest cards and toss them again. Even one of the local cops was chucking aces. The scene was beautiful, surreal, surprising &mdash; in a word, magical.</p> <aside class="float-right"><q class="magic">&#8220;If this got canceled, we would still just come here to hang out for a week in August.&#8221;</q></aside><p>Magic is &#8220;all about catching their attention and keeping it, making them laugh or cry or deliver whatever emotion you want to give them,&#8221; Jaxon says. &#8220;It&rsquo;s like a movie, but you&rsquo;re actually in it.&#8221; The scene that night was just that cinematic, with cards covering the street like a brushing of snow.</p> <p>I left Colon no surer that the stage act &mdash; the prototypical tuxedoed man making rabbits appear from a hat &mdash; still had a place in a world of YouTubes, Snapchats, and iPhones. Yet all that uncertainty, all that apparent obsolescence disappears in this sleepy Midwestern town, even if for just a single week a year. In fact, Colon&#8217;s single best trick might be the community that had gathered on that sidewalk that evening. &#8220;If this got canceled, we would still just come here to hang out for a week in August,&#8221; Trino says. &#8220;These are the people you see on TV, these are the people touring around the world, and these are the people you might be eating pizza with at night. It just doesn&rsquo;t happen like that.&#8221;</p> <p><small><em>Photos by John Lagomarsino</em></small></p> </div><div class="m-snippet thin"></div><!-- ######## END SNIPPET ######## -->
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			<entry>
			
			<author>
				<name>Kyle Chayka</name>
			</author>
			
			<title type="html"><![CDATA[Wow this is doge]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/2013/12/31/24164199/doge-meme-rescue-dog-wow" />
			<id>https://www.theverge.com/2013/12/31/24164199/doge-meme-rescue-dog-wow</id>
			<updated>2013-12-31T10:07:00-05:00</updated>
			<published>2013-12-31T10:07:00-05:00</published>
			<category scheme="https://www.theverge.com" term="Verge Archives" />
							<summary type="html"><![CDATA[This story was originally published on December 31, 2013. We&#8217;ve updated it to refresh the design in light of Kabosu&#8217;s death. When 51-year-old Japanese kindergarten teacher Atsuko Sato started seeing strange pictures of her eight-year-old Shiba Inu dog Kabosu popping up on the internet this past August, she was a little freaked out. &#8220;I was [&#8230;]]]></summary>
			
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<img alt="" data-caption="doge | Photo: Cameron Allan McKean / The Verge" data-portal-copyright="Photo: Cameron Allan McKean / The Verge" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/13068599/DOGE-10.1419980196.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
	<figcaption>
	doge | Photo: Cameron Allan McKean / The Verge	</figcaption>
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<p><em>This story was originally published on December 31, 2013. We&rsquo;ve updated it to refresh the design in light of Kabosu&rsquo;s death.</em></p>

<p>When 51-year-old Japanese kindergarten teacher Atsuko Sato started seeing strange pictures of her eight-year-old Shiba Inu dog Kabosu popping up on the internet this past August, she was a little freaked out. &ldquo;I was taken aback,&rdquo; Sato, an elegant, brown-haired woman given to wide smiles, recalled. &ldquo;It felt very strange to see her face there. It was a Kabosu that I didn&rsquo;t know.&rdquo;</p>

<p>What Sato didn&rsquo;t realize was that Kabosu had unwittingly become the face of &ldquo;doge,&rdquo; the white-hot internet meme that plasters photos of Shiba Inu with fractured phrases written in rainbow-colored Comic Sans type. The images often feature a &ldquo;wow&rdquo; in one corner, then a series of intensifiers, like &ldquo;so&rdquo; and &ldquo;such,&rdquo; paired with nouns relevant to the picture. &ldquo;So scare,&rdquo; &ldquo;such dapper,&rdquo; &ldquo;many skill,&rdquo; some examples read, like a surreal narrative of the dog&rsquo;s inner monologue.</p>

<p>A snapshot of Kabosu perched on a couch, glancing sidelong at Sato&rsquo;s camera with tan eyebrows raised, paws warily crossed and mouth pulled back, was suddenly Photoshopped onto a Twinkie, a giant rock, a Canadian landscape, and a Christmas sweater. The dog&rsquo;s face was used as the symbol of Dogecoin, a flash-in-the-pan Bitcoin alternative popular enough to be targeted in a <a href="http://www.theverge.com/2013/12/26/5244604/millions-of-dogecoin-stolen-in-christmas-hack">recent heist</a>. Kabosu was used to mock politicians in the United States and Canada. And though she had seen some of the images online, until just a week ago Sato had no idea what the doge meme actually was.</p>

<p>She had just wanted to share some cute pictures of her pets on the internet.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463397/DOGE_6.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /><h3 class="wp-block-heading" id="Zh7X3i">Very saved</h3>
<p>The furry face that launched a thousand quips nearly never made it to the web. Sato adopted Kabosu from an animal shelter in November, 2008, saving her from certain death. &ldquo;She was a pedigreed dog from a puppy mill, and when the puppy mill closed down, she was abandoned along with 19 other Shiba dogs,&rdquo; the teacher explained. &ldquo;Some of them were adopted, but the rest of them were killed.&rdquo;</p>

<p>A volunteer at the shelter gave the dog her name, a type of Japanese citrus. &ldquo;Her face is very round just like kabosu [fruit],&rdquo; Sato said. &ldquo;I thought the name was perfect, so I kept it.&rdquo;</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463401/DOGE_16.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="“Her face is very round just like kabosu.”" data-portal-copyright="" />
<p>Half a world away in California, Jonathan Fleming, whose Shiba Inu Suki has also been co-opted into the doge meme, reflects on the breed&rsquo;s strong personalities. Shibas &ldquo;tend to be very intelligent, aggressive, and aloof to other dogs,&rdquo; he said. &ldquo;They&rsquo;re considered a primitive breed, almost like wild animals.&rdquo; Shibas date back to the third century BCE when they were bred to flush game from bushes. &ldquo;I think their temperament fits Japanese people,&rdquo; Sato said. &ldquo;They are very&nbsp;<em>soboku</em>,&rdquo; or, &ldquo;beautiful in a way that is natural, not contrived or artificial,&rdquo; according to Laura Payton&rsquo;s&nbsp;<em>Shiba Inus: A Complete Owners Manual</em>.</p>

<p>On February 23rd, 2010, before the meme had crystallized, Sato&nbsp;<a href="http://kabosu112.exblog.jp/9944144/">posted the fateful photo of Kabosu to her blog</a>. The site is stocked with pictures of the Shiba Inu plus Sato&rsquo;s two cats, Tsutsuji and Ginnan, frolicking with the teacher and her husband in and around their apartment 25 miles outside of Tokyo. &ldquo;She was not loved when she was little, so I want to shower her with love as a member of my family,&rdquo; Sato said.</p>

<p>&ldquo;Kabosu is very different from the typical temperament of Shiba,&rdquo; Sato explained. &ldquo;She&rsquo;s very gentle and calm; she loves being photographed.&rdquo; The hundreds of photos on the blog have paid off, and not just on Reddit. Sato started her blog in June, 2009, aiming to raise awareness about the dangers of puppy mills and adopted pets, joining a network of pet blogs where Kabosu quickly found an audience. The site is now the fourth most popular pet blog in Japan, getting around 75,000 hits a month, according to&nbsp;<a href="http://blog.with2.net/rank1347-0.html">With</a>, the country&rsquo;s largest blog-ranking website.</p>

<p>&ldquo;Since she&rsquo;s a kindergarten teacher, her sentences are very warm, soft, and friendly,&rdquo; says Sarana Iwao, a Japanese fan of the blog and fellow Shiba owner, explaining Sato&rsquo;s appeal. &ldquo;She also lives a very normal Japanese woman&rsquo;s life. She works full time, has two sons, and a husband who comes back late at night from work. A lot of people feel close to them.&rdquo;</p>

<p>But Kabosu and Sato&rsquo;s celebrity in Japan, where they are known as real beings with lives and personalities, is quite unlike the flat anonymity of doge fame: in the Western world, Kabosu the dog is secondary to Kabosu the meme.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463405/DOGE_19.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /><h3 class="wp-block-heading" id="YCLwxy">Much meme</h3>
<p>Doge began as a string of seemingly random web phenomena. In October, 2010, the word popped up on Reddit with a popular post of a corgi photo titled &ldquo;LMBO LOOK @ THIS FUKKIN DOGE.&rdquo; As doge became synonymous with silly dog photos, the meme&rsquo;s multicolored Comic Sans script evolved from the Tumblr&nbsp;<a href="http://shibaconfessions.tumblr.com/">Shiba Confessions</a>, which launched in September, 2012 and described its mission as &ldquo;funny text in Comic Sans over unrelated pictures of Shibas.&rdquo;</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463448/scarf_dog.jpeg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="The Shibas in doge’s two most iconic images are half a world apart" data-portal-copyright="" />
<p>Google Trends shows the internet&rsquo;s interest in doge stayed level until July, 2013, when Sato&rsquo;s photo of Kabosu got picked up as the meme&rsquo;s most iconic image. Kabosu&rsquo;s face was erased from her head to make a blank template, replaced by everything from a cat to Nicolas Cage. Crack-smoking Toronto Mayor Rob Ford was turned into a doge (&ldquo;much crack, such enabler&rdquo;), and in early December the ultra-conservative Texas Representative Steve Stockman arguably jumped the shark by tweeting an inexpertly doge-ified image of Republican Texas Senator John Cornyn, calling him out for being too liberal (&ldquo;wow, kill GOP filibuster&rdquo;).</p>

<p>As&nbsp;<a href="http://gawker.com/doge-is-an-actually-good-internet-meme-wow-1460448782/1460725042/@minto"><em>Gawker</em>&rsquo;s Adrian Chen argued</a>, the doge meme is a prime example of what makes internet culture so awesome: it&rsquo;s nonsensical, illogical, inexplicable, and yet totally hilarious and addictive. There&rsquo;s an order within doge&rsquo;s illogic. One linguist argued that, contrary to the general trends of the internet, doge allows for the expression of complex philosophical ideas. &ldquo;It&rsquo;s a meme of contemplation rather than action,&rdquo;&nbsp;<em>io9</em>&rsquo;s Annalee Newitz&nbsp;<a href="http://io9.com/we-who-spoke-lolcat-now-speak-doge-1481243678">wrote</a>.</p>

<p>Now that even politicians are using it to cash in on a few cool points, the doge meme has clearly passed its cultural-relevance zenith. Yet as an organic form born from the internet&rsquo;s collective id, it still has so much potential in the right hands. Pick a great image, pair it with some particularly bizarre nouns, and &mdash; every once in a while &mdash; it&rsquo;s still possible to successfully &ldquo;doge.&rdquo;</p>

<p>Perhaps we have Sato and Kabosu to thank for the meme&rsquo;s guiding spirit, though the kindergarten teacher isn&rsquo;t really in on the joke. &ldquo;To be honest, some pictures are strange for me, but it&rsquo;s still funny! I&rsquo;m very impressed with their skills and taste,&rdquo; she said. &ldquo;Around me, nobody knows about the doge meme. Maybe I don&rsquo;t understand memes very well, because I&rsquo;m living a such an analog life.&rdquo;</p>

<p>Yet the brush with viral fame is also unsettling. &ldquo;I write on my blog almost every day and upload many pictures on the internet,&rdquo; the teacher explained. &ldquo;It&rsquo;s quite natural that anyone can see the photos and use them, but I didn&rsquo;t think about it until I saw the meme.&rdquo; The experience has been a lesson in the public nature of online existence. &ldquo;I learned that the risk of the internet is that anyone in the world can see my life on my blog,&rdquo; she said.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463417/DOGE_4.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /><h3 class="wp-block-heading" id="9u5QA7">Amaze</h3>
<p>One day while working at a rental photo equipment company in San Francisco, a co-worker called photographer Jonathan Fleming over to show him the doge meme. &ldquo;Someone knew I had a Shiba and pointed it out,&rdquo; he said. &ldquo;I looked at the page and said &lsquo;Ohhh, I took that photo!&rsquo;&rdquo;</p>

<p>An image of Fleming&rsquo;s five-year-old Shiba Inu Suki wearing a purple scarf and gazing pensively into the distance in front of some artistically out-of-focus city lights had been turned into the quintessential hipster doge: &ldquo;wow, such class, indie levl=100, so vintige, nice scraf.&rdquo;</p>

<p>The picture was taken in February, 2010 as part of a project in which Fleming published a weekly image of Suki, a compact, athletic dog with perky ears and squinting eyes. The photographer&rsquo;s wife had accidentally run a scarf through the washing machine. &ldquo;It became too small for any human being,&rdquo; Fleming recalled. &ldquo;It was a cold winter for San Francisco standards, so we threw it on Suki. It looked really cute on her.&rdquo; On an evening walk one day, Fleming noticed the evocative lights and decided to compose the shot, illuminating Suki with a studio lamp.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463418/DOGE_20.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="A shrunken scarf was all it took to turn Suki into a doge" data-portal-copyright="" />
<p>The fuzzy purple scarf lays in goofy contrast with the self-seriousness of Suki&rsquo;s expression, making the photo perfectly meme-ready. &ldquo;They&rsquo;re a breed that&rsquo;s very regal, very confident, almost snooty,&rdquo; Fleming said. &ldquo;When you get them in a funny situation, I think that&rsquo;s where the comedy is.</p>

<p>&ldquo;The funny thing about Shiba is that their eyes are all black, they only look like they&rsquo;re expressing themselves if they&rsquo;re turning and you see the whites of their eyeballs,&rdquo; Fleming said. Looking back at Sato&rsquo;s photo of Kabosu, it&rsquo;s the same trick that makes the Shiba appear so hilariously skeptical.</p>

<p>&ldquo;A lot of feedback I get is, Suki is such a good model, such a natural. In most cases that couldn&rsquo;t be farther from the truth,&rdquo; Fleming said. &ldquo;I just happen to catch her at a particular time where it looks like she&rsquo;s posing.&rdquo; In other words, that inscrutable doge-meme quality is a rare find. &ldquo;As many pictures as I have of her that she does exude Shiba spirit, I have 100 that look outrageously stupid,&rdquo; the photographer laughed.</p>

<p>The doge dogs have now gone viral IRL, too. &ldquo;When I first got Suki, Shibas weren&rsquo;t all that popular; folks couldn&rsquo;t even pronounce the name. I think that&rsquo;s changed because of the meme,&rdquo; Fleming said. &ldquo;When I walk out on the street everyone goes, &lsquo;Oh that&rsquo;s a Shiba!&rsquo;&rdquo;</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25463421/DOGE_12.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
<p>While neither Suki nor Kabosu are likely to become the next Grumpy Cat &mdash; making visits to the offices of US media companies and inking sponsorship deals with pet foods &mdash; Sato does have a goal in mind to take advantage of her dog&rsquo;s sudden notoriety. &ldquo;I want more people to know about animal shelters and puppy mills,&rdquo; she said. &ldquo;I&rsquo;d like to give back to them somehow, helping those abandoned animals. It&rsquo;ll be nice that Kabosu can play that role.&rdquo;</p>

<p>Both shibes (dogespeak for &ldquo;Shibas,&rdquo; of course) have taken roundabout paths to internet stardom &mdash; and in Kabosu&rsquo;s case, that path has seen wildly different turns on opposite ends of the globe. Regardless of how we&rsquo;ve come to know these dogs, though, the awkward twisting of the English language and the millions of pixels&rsquo; worth of colorful Comic Sans have seemingly been worth it if they help place an abandoned dog with a loving family. Who knows? The dog you save might just be the next great meme.</p>

<p>Wow.</p>
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