In 2006, when Mark Zuckerberg dropped out of college to run his rapidly expanding start-up, Mark Provost was a student at Rogers State University in Claremore, Okla., and going through a rough patch. He had transferred restlessly between schools, and he was taking his time to graduate; a stock-picking hobby that grew into a promising source of income had fallen apart. His outlook was further darkened by the financial crisis and by the years of personal unemployment that followed. When the Occupy movement began, he quickly got on board. It was only then, when Facebook was closing in on its billionth user, that he joined the network.
Now 36, Provost helps run US Uncut, a left-leaning Facebook page and website with more than 1.5 million followers, about as many as MSNBC has, from his apartment in Philadelphia. (Sample headlines: “Bernie Delegates Want You to See This DNC Scheme to Silence Them” and “This Sanders Delegate Unleashing on Hillary Clinton Is Going Absolutely Viral.”) He frequently contributes to another popular page, The Other 98%, which has more than 2.7 million followers.Occupy got him on Facebook, but it was the 2012 election that showed him its potential. As he saw it, that election was defined by social media. He mentioned a set of political memes that now feel generationally distant: Clint Eastwood’s empty chair at the 2012 Republican National Convention and Mitt Romney’s debate gaffe about “binders full of women.” He thought it was a bit silly, but he saw in these viral moments a language in which activists like him could spread their message.
Provost’s page now communicates frequently in memes, images with overlaid text. “May I suggest,” began one, posted in May 2015, when opposition to the Trans-Pacific Partnership was gaining traction, “the first 535 jobs we ship overseas?” Behind the text was a photo of Congress. Many are more earnest. In an image posted shortly thereafter, a photo of Bernie Sanders was overlaid with a quote: “If Germany, Denmark, Sweden and many more provide tuition-free college,” read the setup, before declaring in larger text, “we should be doing the same.” It has been shared more than 84,000 times and liked 75,000 more. Not infrequently, this level of zeal can cross into wishful thinking. A post headlined “Did Hillary Clinton Just Admit on LIVE TV That Her Iraq War Vote Was a Bribe?” was shared widely enough to merit a response from Snopes, which called it “quite a stretch.” (Source)