Mashable offered "cats' cuteness, non-cuteness, popularity among geeks, blank canvas qualities, personality issues, and the fact that dogs just don't have "it"" as possible explanations to cats' popularity on the internet. A paper entitled """I Can Haz Emoshuns?" – Understanding Anthropomorphosis of Cats among Internet Users"" found that Tagpuss, an app that showed users cat images and asked them to choose their emotion "can be used to identify cat behaviours that lay-people find difficult to distinguish". Jason Eppink, curator of the "How Cats Took Over the Internet" exhibition, explained: “People on the web are more likely to post a cat than another animal, because it sort of perpetuates itself. It becomes a self-fulfilling prophesy. ” Jason Kottke considers cats to be "easier to objectify" and therefore "easier to make fun of". Journalist Jack Shepherd suggested that cats were more popular than dogs because dogs were "trying too hard", and humorous behavior in a dog would be seen as a bid for validation. Shepherd sees cats' behavior as being "cool, and effortless, and devoid of any concern about what you might think about it. It is art for art's sake". Cats have historically been associated with magic, and have been revered by various human cultures, the ancient Egyptians worshipping them as gods and the creatures being feared as demons in ancient Japan, such as the "bakeneko". Vogue magazine has suggested that the popularity of cats on the internet is culturally-specific, being popular in North America, Western Europe, and Japan. Other nations favor different animals online, Ugandans sharing images of goats and chickens, Mexicans preferring llamas, and Chinese internet users sharing images of the river crab and grass-mud horse due to double-meanings of their names allowing them to "subvert government Internet censors". The cute cat theory of digital activism is a theory concerning Internet activism, Web censorship, and "cute cats" (a term used for any low-value, but popular online activity) developed by Ethan Zuckerman in 2008. It posits that most people are not interested in activism; instead, they want to use the web for mundane activities, including surfing for pornography and lolcats ("cute cats"). The tools that they develop for that (such as Facebook, Flickr, Blogger, Twitter, and similar platforms) are very useful to social movement activists, who may lack resources to develop dedicated tools themselves.