Framing Prevention Through an Anti-Memetic Lens

by Aniss Benelmouffok

In Antimemetics: Why Some Ideas Resist Spreading, Nadia Asparouhova explores why cultural ideas fail to spread. Much of the resistance to spreading, “immunity” as Asparouhova puts it, is due to the uncomfortable nature of antimemetic subjects.  Reading the book, I couldn't help but see efforts to prevent sexual abuse through an antimemetic lens.

To frame these ideas, she draws on two concepts:

     •    Memes and Memeplexes: Coined by Richard Dawkins in 1976, “memes” are self-replicating cultural units that spread and evolve like genes. Memeplexes—like religions and political ideologies—are networks of related memes.
     •    Mimetic Desire: Introduced by René Girard, this concept suggests we desire what others desire, emulating “models” in our social spheres. This can lead to rivalry and scapegoating.

Asparouhova proposes that if we take these two concepts as "canon," we can see how the internet has poured fuel on them. "Rather than ushering in an era of global peace, the internet made us leap at each other's throats," she says. 

 

What Are Anti-Memes?

Anti-memes are cultural ideas that resist spreading—often because they disrupt social harmony. Asparouhova writes, “Networks have a strong built-in immunity to anti-memes,” noting that these ideas tend to be suppressed because of their disruptive power.

Prevention—especially when it comes to sexual violence—is inherently antimemetic. Like disaster preparedness or gun violence prevention, it rarely garners sustained public or political support unless a recent tragedy has captured public attention. ATSA's Roadmap to Talking About Perpetration Prevention offers a structured approach to breaking through this “immunity” and reshaping how we talk about sexual harm.

Asparouhova herself points to how prevention is deprioritized in public discourse and policy. Consider how media attention surges and fades after mass shootings—or how funding for disaster preparedness lags until catastrophe strikes. Prevention doesn’t spread easily because it requires uncomfortable conversations and long-term thinking—both of which challenge the fast-paced, reactive nature of contemporary communications.

The same is true for conversations about treating individuals who have caused sexual harm. These conversations demand we acknowledge the harm sexual abuse has caused, to consider the harm that may occur, and requires frameworks grounded in science that address its prevalence in our communities.

ATSA's Roadmap to Talking About Perpetration Prevention

ATSA's Roadmap to Talking About Perpetration Prevention is a guide for turning anti-memetic ideas into meaningful conversations. It encourages professionals to lead with values—to explain why they work with people who have sexually harmed others or are at risk to. It provides structure for conversations that highlight our shared goal: ending sexual violence.

Although designed for ATSA members, this roadmap is for anyone ready to talk about prevention with nuance and purpose. It:
     •    Emphasizes collaboration with individuals affected by trauma
     •    Draws on decades of clinical research and evidence-based practice
     •    Makes prevention the focal point of our work—not an afterthought

Why We Need Champions

So how do anti-memes break through? Asparouhova’s answer: Champions. These are people who know how to navigate complex systems and bring difficult ideas into broader conversations. Champions help anti-memes find traction beyond their niche communities.

She writes:
“But to the right champion, even the most labyrinthine system feels like an invitation to create something extraordinary... You will know it when looking at the problem makes your heart expand with possibilities, rather than shrink away.”

If you’re reading this, you might be that champion. Because prevention faces many challenges —we need people willing to carry the message.

A Final Note

The ideas in the roadmap aren’t always easy to share. They’re disruptive. They challenge deeply held beliefs. They’re anti-memes. But they also carry the potential to transform lives and communities.
 
This year, we've been highlighting Changemakers within the ATSA community. Members who have embraced the challenge of sharing the message of sexual abuse treatment and prevention to transform their communities.  I hope you'll join them in sharing these ideas with conviction, even when they're difficult to express. ATSA has your back with evidence-based resources and professional media support when needed—that's how change begins.