Internet meme

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An Internet meme (/miːm/ MEEM^[1]) ^[2] is an activity, concept, catchphrase or piece of media which spreads, often as mimicry or for humorous purposes, from person to person via the Internet.^[3] An Internet meme may also take the form of an image (typically an image macro), hyperlink, video, website, or hashtag. It may be just a word or phrase, sometimes including an intentional misspelling. These small movements tend to spread from person to person via social networks, blogs, direct email, or news sources. They may relate to various existing Internet cultures or subcultures, often created or spread on various websites, or by Usenet boards and other such early-internet communications facilities. Fads and sensations tend to grow rapidly on the Internet, because the instant communication facilitates word-of-mouth transmission. Some examples include posting a photo of people lying down in public places (called "planking") and uploading a short video of people dancing to the Harlem Shake.^[4]

The word meme was coined by Richard Dawkins in his 1976 book The Selfish Gene, as an attempt to explain the way cultural information spreads;^[5] Internet memes are a subset of this general meme concept specific to the culture and environment of the Internet. The concept of the Internet meme was first proposed by Mike Godwin in the June 1993 issue of Wired. In 2013 Dawkins characterized an Internet meme as being a meme deliberately altered by human creativity—distinguished from biological genes and Dawkins' pre-Internet concept of a meme which involved mutation by random change and spreading through accurate replication as in Darwinian selection.^[6] Dawkins explained that Internet memes are thus a "hijacking of the original idea", the very idea of a meme having mutated and evolved in this new direction.^[7] Further, Internet memes carry an additional property that ordinary memes do not—Internet memes leave a footprint in the media through which they propagate (for example, social networks) that renders them traceable and analyzable.^[8]

History

In the early days of the Internet, such content was primarily spread via email or Usenet discussion communities. Messageboards and newsgroups were also popular because they allowed a simple method for people to share information or memes with a diverse population of internet users in a short period. They encourage communication between people, and thus between meme sets, that do not normally come in contact. Furthermore, they actively promote meme-sharing within the messageboard or newsgroup population by asking for feedback, comments, opinions, etc. This format is what gave rise to early internet memes, like the Hampster Dance. Another factor in the increased meme transmission observed over the internet is its interactive nature. Print matter, radio, and television are all essentially passive experiences requiring the reader, listener, or viewer to perform all necessary cognitive processing; in contrast the social nature of the Internet allows phenomena to propagate more readily. Many phenomena are also spread via web search engines, internet forums, social networking services, social news sites, and video hosting services. Much of the Internet's ability to spread information is assisted from results found through search engines, which can allow users to find memes even with obscure information.^[9][10]

Evolution and propagation

An Internet meme may stay the same or may evolve over time, by chance or through commentary, imitations, parody, or by incorporating news accounts about itself. Internet memes can evolve and spread extremely rapidly, sometimes reaching worldwide popularity within a few days. Internet memes usually are formed from some social interaction, pop culture reference, or situations people often find themselves in. Their rapid growth and impact has caught the attention of both researchers and industry.^[11] Academically, researchers model how they evolve and predict which memes will survive and spread throughout the Web. Commercially, they are used in viral marketing where they are an inexpensive form of mass advertising.

One empirical approach studied meme characteristics and behavior independently from the networks in which they propagated, and reached a set of conclusions concerning successful meme propagation.^[8] For example, the study asserted that Internet memes not only compete for viewer attention generally resulting in a shorter life, but also, through user creativity, memes can collaborate with each other and achieve greater survival.^[8] Also, paradoxically, an individual meme that experiences a popularity peak significantly higher than its average popularity is not generally expected to survive unless it is unique, whereas a meme with no such popularity peak keeps being used together with other memes and thus has greater survivability.^[8]

Multiple opposing studies on media psychology and communication have aimed to characterise and analyse the concept and representations in order to make it accessible for the academic research.^[12][13] Thus, Internet memes can be regarded as a unit of information which replicates via internet. This unit can replicate or mutate. This mutation instead of being generational^[5] follows more a viral pattern,^[14] giving the Internet memes generally a short life. Other theoretical problems with the Internet memes are their behaviour, their type of change, and their teleology.^[12]

Writing for The Washington Post in 2013, Dominic Basulto asserted that with the growth of the Internet and the practices of the marketing and advertising industries, memes have come to transmit fewer snippets of human culture that could survive for centuries as originally envisioned by Dawkins, and instead transmit banality at the expense of big ideas.^[15]

Image macros

Typical format for image macros.

An image macro meme is an Internet meme consisting of:

1. Text, typically bolded font Impact with white text on black border, is centered on the top and bottom of the image. These texts are generally referred to as "Top Text" and "Bottom Text".^[16]
2. Image to be placed behind the text. These are typically drawn from a set of "known images" that are understood by many Internet users, such as Bad Luck Brian. However, by using the aforementioned typographic style, any image can take on the context or aesthetic of an image macro.^[17]

Marketing

Public relations, advertising, and marketing professionals have embraced Internet memes as a form of viral marketing and guerrilla marketing to create marketing "buzz" for their product or service. The practice of using memes to market products or services is known as memetic marketing.^[18] Internet memes are seen as cost-effective, and because they are a (sometimes self-conscious) fad, they are therefore used as a way to create an image of awareness or trendiness.

Marketers, for example, use Internet memes to create interest in films that would otherwise not generate positive publicity among critics. The 2006 film Snakes on a Plane generated much publicity via this method.^[19] Used in the context of public relations, the term would be more of an advertising buzzword than a proper Internet meme, although there is still an implication that the interest in the content is for purposes of trivia, ephemera, or frivolity rather than straightforward advertising and news.

Examples of memetic marketing include the FreeCreditReport.com singing ad campaign,^[20] the "Nope, Chuck Testa" meme from an advertisement for taxidermist Chuck Testa, Wilford Brimley saying "Diabeetus" from Liberty Medical^[21] and the Dumb Ways to Die public announcement ad campaign by Metro Trains Melbourne.

See also

• Cliché
• List of Internet phenomena
• Remix culture

References

Further reading

• Blackmore, Susan (March 16, 2000). The Meme Machine (Volume 25 of Popular Science Series ed.). Oxford University Press, 2000. p. 288. ISBN 019286212X. Retrieved 30 November 2012. 
• Shifman, Limor (Nov 8, 2013). Memes in Digital Culture. MIT Press, 2013. 
• Wiggins, Bradley E. (2014, Sept. 22). How the Russia-Ukraine crisis became a magnet for memes. The Conversation. Theconversation.com
• Wiggins, Bradley E., & Bowers, G. Bret. (2014). Memes as genre: A Structurational Analysis of the Memescape. New Media & Society. 1–21. Nms.sagepub.com doi:10.1177/1461444814535194
• Distin, K. (2005). The selfish meme: A critical reassessment. Cambridge, U.K: Cambridge.

External links

Wikimedia Commons has media related to Internet memes.

• Gary Marshall, The Internet and Memetics – academic article about Internet and memes.