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Library/Meme & format/Binders full of women
Grade B18 sourcesHIS-01564

Binders full of women

Meme & format · 2012 · Notable

41Editable slideCertificate

Romney's debate phrase spawned a Tumblr with over 200 image macros in a day.

"Binders full of women": The "Big Bird" of the second presidential debate
CBS News
Mitt Romney speaking at an event in National Harbor, Maryland.
Gage Skidmore / CC BY-SA 3.0 / Wikimedia Commons
Binders Full Of Women
Veronica De Souza / Tumblr
‘Binders,’ cooking and equal pay: Did Romney undo gains with women voters? | CNN Politics
CNN

Spread Score

How it works
ReachNo data yetContagion35Breadth60Velocity65Longevity041

Numbers

Seed to peak proxy
same day
Oct 16 ’12 to Oct 16 ’12
Platforms
7
Started on TV
Origin
Mixed
Politics & civic

Mechanics

  • CatchphrasePrimary
  • Response chain
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Romney's debate answer became a phrase for Twitter parodies, Tumblr images and Facebook pages. The Obama campaign bought a promoted tweet. Amazon reviews, an airline promotion and Halloween costumes carried the joke beyond political posts.

Proxy date; not a directly measured attention peak.

Google searchesOct ’12NovDecJan ’13FebMarPeak proxyTVOpen webXFacebookPressRedditAudio
TVOpen webXFacebookPressRedditAudio

12 more events on this chart

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Timeline (15)

  1. October 2012

    Mitt Romney seed · Oct 16 ’12

    Romney said women's groups brought him 'whole binders full of women' while answering a pay-equity question.[1]

    Open the first post ↗

  2. Veronica De Souza platform jump · Oct 16 ’12

    De Souza reposted a 'Trap Her Keep Her' image at 9:48 p.m. and credited Brendan Tobin.[2][3]

    Binders Full Of Women

  3. Twitter parody accounts platform jump · Oct 16 ’12

    Parody accounts attracted over 30,000 and 12,000 followers respectively before the debate ended.[4]

  1. platform jump · Oct 16 ’12

  2. peak proxy · Oct 16 ’12

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Why it worked

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Origin
Mixed
Sector
Politics & civic
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

Meme & format · X · 201865

Big Dick Energy

A phrase counted in 129,184 original tweets became shirts, songs and dictionary entries.

129.2K derivatives

1 / 8

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New cases, every week

How the next thing spread, the week it does.