The era of social media has seen a remarkable proliferation of “National Days” dedicated to particular themes. Today, for instance, I learned from Twitter that it is #NationalFriedChickenDay. I enjoy fried chicken as much as the next guy, and so I understand, to some extent, the impulse to take some time out to focus our attention on its unique virtues. Yet why should precisely today be set aside for the purpose of reflection on fried chicken, not only for a chicken-loving individual but for the entire nation?
The designation of a “National Day” certainly indicates some level of official authorization. The clear implication is that we are not dealing with a merely local phenomenon like a hypothetical “Taco Tuesday,” observed only in a particular school cafeteria, with no expectation that anyone outside the immediate community should be expected to serve, or indeed even to think about, tacos on that or any other Thursday. In the case of “Taco Tuesday,” the source of the designation is clear: either the cafeteria staff or their superiors. Yet who has the power to declare the “National Days” known to social media? The President? Congress? Much as I would like to envision them plotting out a calendar of National Days rather than plotting to abandon the poor and sick to death, I doubt that there is a presidential declaration that today is National Fried Chicken Day. Is it some kind of industry trade group? Some guy at KFC?
What is interesting to me is how incurious we are about this question of authorization. We might ask about it, but it is always rhetorical and sarcastic. Though I am a prime candidate to do so given that I am wasting my time writing this post, even I am not going to waste my time searching for the source of National Fried Chicken Day. The very fact that it is trending on social media — especially in the form of a literal hashtag, as with #NationalChickenDay — is enough to make it “a thing,” or better, a meme.
Is it “really” National Fried Chicken Day? The question makes about as much sense as asking whether Kermit drinking tea is “really” a meme. Yes, it is as real as any meme is. This is not to say there are no limits. The series of foreboding images with the caption “I would like to add you to my professional network on Linkedin” (Killer Bob from Twin Peaks, etc.) that I posted a few weeks ago is not “really” a meme, because no one else joined in. Nor would it “really” be National Ontological Investigation Day if I simply declared it to be so. It would have to reach a critical mass, sufficient for the algorithm to pick up on it and create the self-reinforcing cycle of trending.
And so when we ask who decides it’s National Fried Chicken Day, there is a sense in which we all do, insofar as we entertain the idea once it is presented to us. There is a deeper sense in which no one decides, because the “decision” on whether a given National Day has reached critical mass to be distributed further is a function of the impersonal algorithm. Coming from another angle: presumably industry trade groups and fan clubs have declared such National Days from time immemorial, so to that extent there is probably someone out there with an investment in the topic who has declared the day. Yet who decided that such days should be taken seriously, that they should at the very least be presented as fodder for our cynical social media riffs? In other words, who decided that we should be fed a serving of meaningless bullshit every day? I don’t know exactly who, but they probably are determinate individuals with names and faces that are knowable. They decided that a good way to make money would be to get us talking about #NationalFriedChickenDay, and I bet they’re millionaires.