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article-groups leadg-100 mb-8"><li class="le font-polysans-mono text-12 font-medium upperse trackg-12 text-blurple"><a class="hover:shadow-unrle-her" href="/culture">Culture</a><span class="px-6">/</span></li><li class="le font-polysans-mono text-12 font-medium upperse trackg-12 text-blurple"><a class="hover:shadow-unrle-her" href="/ter-culture">Inter Culture</a></li></ul><h1 class="mb-28 hidn max-w-[900px] font-polysans text-45 font-bold leadg-100 selectn:bg-ankl-20 lg:block">Forward this or you’ll die seven days: On the persistence of cha letters</h1><span class="sticky-nav-trigger"></span><div class="flex flex-l lg:flex-row-reverse lg:jtify-end"><div class="flex-l lg:flex lg:ml-40"><div class="mb-24 grow"><h1 class="le font-polysans text-22 font-bold leadg-110 md:text-33 lg:hidn">Forward this or you’ll die seven days: On the persistence of cha letters</h1><span class="font-polysans text-22 font-light leadg-110 md:text-30 lg:block"><span class="text-blurple"> / </span><h2 class="le selectn:bg-ankl-20">They’ve been around forever, and we’ll never get rid of them</h2></span></div><div><div class="mb-16 w-[200px] borr-t borr-gray-bd lg:hidn"></div><div class="mb-2 text-blurple [&>p>span:first-child]:text-gray-13 [&]:text-gray-13"><p class="duet--article--article-byle max-w-[550px] font-polysans text-12 leadg-120"><span>By</span> <span><span class="duet--article-byle-and"></span> <span class="font-medium"><a class="hover:shadow-unrle-her" href="/thors/bijan-stephen">Bijan Stephen</a></span></span></p></div><div class="duet--article--date-and-ments mb-12 le-block font-polysans text-12 text-gray-5a"><time dateTime="2018-09-23T13:00:02.000Z" class="duet--article--timtamp font-polysans text-12"> <!-- -->Sep 23, 2018, 1:00 PM UTC</time><span class="mx-8">|</span><button tle="Go to ments" class="duet--article--ments-lk le-block md:le"><svg class="mr-4 le" width="12" height="12" fill="none" viewBox="0 0 12 12" stroke-width="1px" xmlns="><tle>Comments</tle><path d="M2.4 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700px, 600px" srcSet="(1250x834:1251x835):format(webp)/ 16w, (1250x834:1251x835):format(webp)/ 32w, (1250x834:1251x835):format(webp)/ 48w, (1250x834:1251x835):format(webp)/ 64w, (1250x834:1251x835):format(webp)/ 96w, (1250x834:1251x835):format(webp)/ 128w, (1250x834:1251x835):format(webp)/ 256w, (1250x834:1251x835):format(webp)/ 376w, (1250x834:1251x835):format(webp)/ 384w, (1250x834:1251x835):format(webp)/ 415w, (1250x834:1251x835):format(webp)/ 480w, (1250x834:1251x835):format(webp)/ 540w, (1250x834:1251x835):format(webp)/ 640w, (1250x834:1251x835):format(webp)/ 750w, (1250x834:1251x835):format(webp)/ 828w, (1250x834:1251x835):format(webp)/ 1080w, (1250x834:1251x835):format(webp)/ 1200w, (1250x834:1251x835):format(webp)/ 1440w, (1250x834:1251x835):format(webp)/ 1920w, (1250x834:1251x835):format(webp)/ 2048w, (1250x834:1251x835):format(webp)/ 2400w" src="(1250x834:1251x835):format(webp)/" dg="async" data-nimg="rponsive" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver"/></span></figure></div></div></div></div><div class="relative md:mx-to md:flex md:max-w-ntaer-md lg:max-w-none"><div class="duet--article--article-body-ponent-ntaer clearfix sm:ml-to md:ml-100 md:max-w-article-body lg:mx-100"><div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">If you have an email box, you’ve probably received a msage that promis money or luck if you share and unspecified misfortune if you don’t. “Please do not throw this letter away until you have refully nsired what I am about to tell you,” <a href=""> might beg</a>. “This n be <strong>the most important munitn you will ever receive</strong> if you n unrstand and <strong>act upon this credible opportuny</strong>.” (Emphasis theirs.) But if you’ve received one of the msag more recently, probably arrived on a smartphone and read a ltle differently. Say, <a href=">like this</a>: “?It’s moday?✌️the start↗️of a new✅?week????mondays✏️are✏️HARD??‼️send this↗️▶️▶️to?6?HOMIES?to make them??have a ?GOOD? Monday. ??DON’T BREAK??THE CHAIN??or else ??you’ll have??a BAD?monday.⏩⏩⏩GO⏪⏪⏪”</p></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe"><a href=">Or perhaps like this</a>: “Gay ? ? marriage ? is now legal all 5⃣0⃣ stat ??. Send this ??✉️ to 1⃣0⃣republins ???? who are cryg ? right now ??” </p></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe"><a href=">Or, more smuttily, like this</a>: “IM DELETING YOU, DADDY!?? ██]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]] 10% plete..... ████]]]]]]]]]]]]]]]]]]]]]]]]]]] 35% plete…. ███████]]]]]]]]]]]]]]]] 60% plete….. ███████████] 99% plete..... ?ERROR!? ?Te? Daddi are irreplaceable ?I uld never lete you Daddy!? Send this to ten other ?Daddi? who give you ?cummi? Or never get lled ☁️squishy☁️ aga❌❌??❌❌ If you get 0 Back: no cummi for you ??? 3 back: you’re squishy☁️? 5 back: you’re daddy’s kten??? 10+ back: Daddy???????”</p></div><div class="duet--article--article-body-ponent clear-both block"><div class="my-9"><div class="transn-all duratn-300 ease--out"><div class="fixed set-0 h-[110vh] w-full bg-whe transn-all duratn-300 ease--out z-[-1] cursor-flt opacy-0"></div><div role="button" aria-label="Zoom" tabx="0" class="visible z-30 w-full orig-center transn-all duratn-300 ease--out cursor-zoom-"><figure class="transn-all duratn-300 ease--out lg:mx-0"><div><div class="duet--media--ntent-warng relative" style="paddg-top:72.44094488188976%"><span style="box-sizg:borr-box;display:block;overflow:hidn;width:ial;height:ial;background:none;opacy:1;borr:0;marg:0;paddg:0;posn:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver"/><noscript><img alt="" loadg="lazy" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver" siz="(max-width: 1023px) 100vw, 744px" srcSet="(254x184:255x185):format(webp)/ 376w, (254x184:255x185):format(webp)/ 384w, (254x184:255x185):format(webp)/ 415w, (254x184:255x185):format(webp)/ 480w, (254x184:255x185):format(webp)/ 540w, (254x184:255x185):format(webp)/ 640w, (254x184:255x185):format(webp)/ 750w, (254x184:255x185):format(webp)/ 828w, (254x184:255x185):format(webp)/ 1080w, (254x184:255x185):format(webp)/ 1200w, (254x184:255x185):format(webp)/ 1440w, (254x184:255x185):format(webp)/ 1920w, (254x184:255x185):format(webp)/ 2048w, (254x184:255x185):format(webp)/ 2400w" src="(254x184:255x185):format(webp)/"/></noscript></span></div></div></figure></div><div class="z-1 w-full hidn"><figure class="transn-all duratn-300 ease--out lg:mx-0"><div><div class="duet--media--ntent-warng relative" style="paddg-top:72.44094488188976%"><span style="box-sizg:borr-box;display:block;overflow:hidn;width:ial;height:ial;background:none;opacy:1;borr:0;marg:0;paddg:0;posn:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver"/><noscript><img alt="" loadg="lazy" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver" siz="(max-width: 1023px) 100vw, 744px" srcSet="(254x184:255x185):format(webp)/ 376w, (254x184:255x185):format(webp)/ 384w, (254x184:255x185):format(webp)/ 415w, (254x184:255x185):format(webp)/ 480w, (254x184:255x185):format(webp)/ 540w, (254x184:255x185):format(webp)/ 640w, (254x184:255x185):format(webp)/ 750w, (254x184:255x185):format(webp)/ 828w, (254x184:255x185):format(webp)/ 1080w, (254x184:255x185):format(webp)/ 1200w, (254x184:255x185):format(webp)/ 1440w, (254x184:255x185):format(webp)/ 1920w, (254x184:255x185):format(webp)/ 2048w, (254x184:255x185):format(webp)/ 2400w" src="(254x184:255x185):format(webp)/"/></noscript></span></div></div></figure></div></div></div></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">The three exampl are only the most recent update to the cha letter formula, which has been around sce at least 1888. Over the last two s, they’ve been given new life and ubiquy through the ter’s reach and and people’s propensy for nnectn. “If you have always dreamed of gettg that lucky break, you jt got !” that first letter ntu. It’s om a senr who lled themselv “David Rho,” and <a href="">was distributed via email mailg list 1999</a>. “God helps those that help themselv, is more than a quat sayg, ’s a proven fact. So, now is up to you. If you follow the stctns exactly, good fah, your dreams will e te.” </p></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">In his letter, “David Rho” was talkg about money. The whole ia was, sence, a pyramid scheme: You’d attach some amount of money to the letter, replace one of the last addrs wh your own, and then send out a bunch of pi. Rho has an explanatn for why works: </p></div><div class="duet--article--article-body-ponent"><blockquote class="duet--article--blockquote ewrhy30"><p class="duet--article--dangeroly-set-cms-markup ewrhy37 _1xwtict0">Most people sent 100 letters, and seem to get 9% rponse. This means that when you send your 100 letters wh your name the fifth posn, 9 people rpond. They will have sent out 900 letters wh your name the fourth posn. Okay, 9% of 900 is 81. Now, 81 people send you $5.00 and send 100 letters wh your name the third slot. Are you gettg the ia? So then, 9% of 8100 is 729. 729 people send you $5.00 and now your are the number two spot. Here the payoff, 9% of 72,900 is $32,805 and 6566- 100 letters are mailed wh you the top place. If 9% rpond, you will get over $295,245 before your name is removed om the list. Double the figure for addnal nam you send letters to. It is all legal. WHY WAIT? Jo the program, and keep percentag rollg. DO IT NOW? IF YOU ALL FOLLOW THE DIRECTIONS IN GOOD FAITH, IT WILL WORK FOR ALL OF YOU!!! [<em>sic</em>]</p></blockquote></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">This is better known as a pyramid scheme, which <a href=">the postal service ma illegal</a> after enough letters requtg money ma their way through s offic. When cha letters migrated to the ter the late ’90s and early ghts, they changed; their purpose went om get-rich-quick schemg or harvtg email addrs om suckers to somethg more playful, and social media was the archect of that change. </p></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">Around a and a half ago, MySpace was the top social workg se; one of s featur was an area for bullets — remiscent of those BBSs the early days of the ter — that were immediately visible to all of your iends on the se. Cha letters, naturally, proliferated there bee they were uniquely sued to the format. Instant distributn ensured that ath hoax (e.g. “if you don’t pass this on to 10 people the next hour you’ll die”), luck letters (e.g. “send this to 15 of your iends and somethg good will happen to you”), and the like were everywhere. The format unrwent another change afterward, when cha letters llid wh meme culture. On Tumblr, for example, there are a number of popular posts that implore ers to reblog them or somethg bad might happen; they’re popular enough there that <a href=">there are cha posts to protect ers om… the ill-effects of cha posts</a>.</p></div><div class="duet--article--article-body-ponent clear-both block"><div class="my-9"><div class="transn-all duratn-300 ease--out"><div class="fixed set-0 h-[110vh] w-full bg-whe transn-all duratn-300 ease--out z-[-1] cursor-flt opacy-0"></div><div role="button" aria-label="Zoom" tabx="0" class="visible z-30 w-full orig-center transn-all duratn-300 ease--out cursor-zoom-"><figure class="transn-all duratn-300 ease--out lg:mx-0"><div><div class="duet--media--ntent-warng relative" style="paddg-top:125%"><span style="box-sizg:borr-box;display:block;overflow:hidn;width:ial;height:ial;background:none;opacy:1;borr:0;marg:0;paddg:0;posn:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver"/><noscript><img alt="" loadg="lazy" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver" siz="(max-width: 1023px) 100vw, 744px" srcSet="(240x300:241x301):format(webp)/ 376w, (240x300:241x301):format(webp)/ 384w, (240x300:241x301):format(webp)/ 415w, (240x300:241x301):format(webp)/ 480w, (240x300:241x301):format(webp)/ 540w, (240x300:241x301):format(webp)/ 640w, (240x300:241x301):format(webp)/ 750w, (240x300:241x301):format(webp)/ 828w, (240x300:241x301):format(webp)/ 1080w, (240x300:241x301):format(webp)/ 1200w, (240x300:241x301):format(webp)/ 1440w, (240x300:241x301):format(webp)/ 1920w, (240x300:241x301):format(webp)/ 2048w, (240x300:241x301):format(webp)/ 2400w" src="(240x300:241x301):format(webp)/"/></noscript></span></div></div></figure></div><div class="z-1 w-full hidn"><figure class="transn-all duratn-300 ease--out lg:mx-0"><div><div class="duet--media--ntent-warng relative" style="paddg-top:125%"><span style="box-sizg:borr-box;display:block;overflow:hidn;width:ial;height:ial;background:none;opacy:1;borr:0;marg:0;paddg:0;posn:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver"/><noscript><img alt="" loadg="lazy" dg="async" data-nimg="fill" style="posn:absolute;top:0;left:0;bottom:0;right:0;box-sizg:borr-box;paddg:0;borr:none;marg:to;display:block;width:0;height:0;m-width:100%;max-width:100%;m-height:100%;max-height:100%;object-f:ver" siz="(max-width: 1023px) 100vw, 744px" srcSet="(240x300:241x301):format(webp)/ 376w, (240x300:241x301):format(webp)/ 384w, (240x300:241x301):format(webp)/ 415w, (240x300:241x301):format(webp)/ 480w, (240x300:241x301):format(webp)/ 540w, (240x300:241x301):format(webp)/ 640w, (240x300:241x301):format(webp)/ 750w, (240x300:241x301):format(webp)/ 828w, (240x300:241x301):format(webp)/ 1080w, (240x300:241x301):format(webp)/ 1200w, (240x300:241x301):format(webp)/ 1440w, (240x300:241x301):format(webp)/ 1920w, (240x300:241x301):format(webp)/ 2048w, (240x300:241x301):format(webp)/ 2400w" src="(240x300:241x301):format(webp)/"/></noscript></span></div></div></figure></div></div></div></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">All this, of urse, only happens bee havg superstns is a part of beg human, and those irratnal beliefs e om our blogil abily to regnize patterns. As a study om 2014 put : “Durg human evolutn, pattern procsg pabili beme creasgly sophistited as the rult of expansn of the cerebral rtex, particularly the preontal rtex and regns volved procsg of imag,” <a href=">the thor wr</a>. That propensy to regnize patterns, he poss, is the reason humans are so gnively sophistited. The appeal of cha letters is about ntrol: By forwardg them we allow ourselv to believe that we n mand the future. Or at least ward off the worst.</p></div><div class="duet--article--article-body-ponent"><p class="duet--article--dangeroly-set-cms-markup duet--article--standard-paragraph mb-20 font-fkroman text-18 leadg-160 -trackg-1 selectn:bg-ankl-20 dark:text-whe dark:selectn:bg-blurple [&_a:hover]:shadow-highlight-ankl dark:[&_a:hover]:shadow-highlight-blurple [&_a]:shadow-unrle-black dark:[&_a]:shadow-unrle-whe">Which brgs back to cha letters text msag, and how cha msag have begun to change aga. Over the last or so, as the format shifted to acmodate s new ntexts onle, there was a rrpondg move away om scery; onle meme culture is ually drenched layers of irony, and that’s bee more evint the latt exampl of cha posts. Text msage chas are generally sent bee they’re amg, and not bee the senrs want their recipients to <em>do </em>somethg. (One Tumblr er is talogug them <a href=">here</a>, and ’s a fascatg read.) Corrpondgly, on Facebook, cha msage-like posts proliferate people’s stat — ually endg wh the tagle “share if you agree.” They’re a way to ment on the day’s issu and signal where you stand whout necsarily havg to do more than repost someone else’s thoughts. And that’s sort of the pot, bee participatg a cha is really about the act of sharg. Which is one of the thgs that mak human. </p></div><div class="duet--article--article-body-ponent"></div></div><div class="mb-40 mt-30"><button class="duet--article--ments-button group le-flex h-40 w-full ems-center jtify-center round-[2px] borr-[1px] borr-solid borr-blurple font-polysans-mono text-11 font-light upperse trackg-12 text-blurple hover:bg-blurple hover:text-whe md:w-to md:px-30"><svg class="mr-10 le pt-2" width="12" height="14" fill="none" viewBox="0 0 12 12" stroke-width="1px" xmlns="><tle>Comments.