This article is from the archive of our partner .

Here's a 21st Century story about the speed with which an innocent joke becomes a roaring Twitter meme and just as quickly dies in the GIF wastelands of Tumblr.

Observe:

8:50 a.m.: Deborah Needleman, editor of T Magazine, tweets about an upcoming appearance by (occasionally rage-inducing) author Katie Rophie:

8:55 a.m.: Confusion sets in.

8:59 a.m.: Followed by mockery...

9:06 a.m.: ... then Anger...

10:34 a.m.: The hash tag begins.

11:01 a.m.: A guy pitches in with a BJ joke.

11:07 a.m.: Things get confessional

11:11 a.m: Another guy tries to help. Doesn't get it.

11:13 a.m.: As the tag spreads, the confusion returns.

11:19 a.m.: Things start getting absurd:

11:44 a.m.: 2 hours and 54 minutes after Needleman's tweet, the Reaction GIF Tumblr is born.

12:17 p.m.: And 23 minutes later, the Tumblr birth announcement goes out on Twitter.

The end.

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to letters@theatlantic.com.