Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Defining and Characterizing - The Concept of Internet Meme
Defining and Characterizing - The Concept of Internet Meme
ISSN 2011-3080
Volumen 6 Número 1 Enero-Junio 2013 pp. 82-104 Artículo de investigación
Abstract
The research aims to create a formal definition of “Internet Meme” (IM) that can be used to
characterize and study IMs in academic contexts such as social, communication sciences and
humanities. Different perspectives of the term meme were critically analysed and contrasted, creating
a contemporary concept that synthesizes different meme theorists’ visions about the term. Two
different kinds of meme were found in the contemporary definitions, the meme-gene, and the meme-
virus. The meme-virus definition and characteristics were merged with definitions of IM taken from the
Internet in the light of communication theories, in order to develop a formal characterization of the
concept. Lastly, the use for characterization and research of the developed concept is exemplified by
analysing two internet memes.
Palabras claves: Meme, Internet Meme, Lamarckism, Darwinism, Viral Propagation (Media).
Resumen
La presente investigación tiene como propósito crear una definición formal de “Meme de Internet”
(IM) que pueda ser usada para caracterizar y estudiar este tipo de memes en contextos académicos
como las ciencias sociales, de la comunicación y las humanidades. Para esto, diferentes perspectivas y
usos del término meme son analizadas y contrastadas, creando así un concepto actual que sintetiza la
visión de los diferentes teóricos de los memes. En esta fase se encontraron dos tipos diferentes de
definiciones contemporáneas de meme, el meme-gen y el meme-virus. La definición de meme-virus
fue usada y combinada con definiciones de IM tomadas del Internet usando teorías de la
comunicación, esto con el propósito de desarrollar una definición formal de dicho concepto.
Finalmente, el concepto construido de IM es ejemplificado en su uso para caracterización e
investigación en el campo de lo IM, analizando dos memes de Internet.
1
Psicólogo. Universidad de Antioquia. Colombia. Master en Cognición y Comunicación. Universidad de Copenhagen.
Dinamarca (Master of Arts in Cognition and Communication University of Copenhagen, Denmark).
c.mauricio1985@gmail.com
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
83
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
84
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
85
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
moving the concept from the field of biology The third meme theorist to be analysed,
to the field of social learning (Blackmore, Daniel Dennet, takes the definition of meme
1999, pp. 3, 4, 47). Second, Blackmore closest to the former concept formulated by
defines replicators in a broader sense than Dawkins. He defines meme, in a Darwinian
the one of his creator, as: “anything of which basis, as the name of any item of cultural
copies are made” (Blackmore, 1999, p. 5). evolution (Dennet, 1995, p. 342). The
Finally, Blackmore adds an actor to the Darwinian traces can be followed in three
meme replication chain, the interactor, characteristics named by the author as
defined by the theorist as “the entity that variation, heredity, and differential fitness
interacts with the environment. That carry (copy-fidelity, longevity and fecundity for
the replicator inside and protect it” Dawkins). Dennet follows Dawkins in every
(Blackmore, 1999, p. 5). Therefore, opposite aspect, except that he stresses the variation
to the former characterization of meme by of a meme as its core feature instead of its
Dawkins, the units of transmission are not stability, by defining copy-fidelity in terms of
autonomous; they require of a subject in variation.
order to be replicated.
In addition, the cultural perspective is of
Now, following the principles of Darwinian great significance in Dennet’s approach to
Theory propounded by Dawkins, memes are memes, bringing about a major difference
not teleological. Nevertheless Blackmore with Dawkins understanding of the concept.
adds teleology and intentionality as another For Dennet, the pressure that culture exerts
feature of the concept of meme: “[Memes] over the genetic evolution plays an essential
Interest in their own replication, like genes” role for understanding behavioural
(Blackmore, 1999, p. 4) [The italics are innovations such as memes (Dennet, 1995,
mine], reiterating this as a problem of the p. 338)
memetic later on in her text. She highlights
intentionality and Lamarckism as one of the Dennet, following Dawkins’ proposal,
three problems the detractors of the meme describes memes as technically comparable
theories have pointed to: “we cannot specify to genetic evolution (Dennet, 1995, p. 345).
the unit of a meme, we don’t know the Articulating this, the author propounds that
mechanism for copying and storing memes, memes in the same way as genetic
memetic evolution is ‘Lamarckian’” evolution, are susceptible to the
(Blackmore, 1999, p. 47)[The italics are environmental pressure while propagating
mine]. Later on, the stress added by the and mutating generationally. This proposal
author in the intentionality of the memes will play an influential role later on in the
will be a key element in the evolution of the characterization of the concept meme. In
concept. This transit will be adopted by spite of the technical analogy between
Dawkins in 1993 in order to reformulate the memes and genes, the author alludes to the
notion. memes as parasites with intentionality
(Dennet, 1995, p. 346); raising the problems
It is also important to add that Blackmore of the teleology of memes as well as their
refers tacitly to the memes in an direction of transmission again.
epidemiological way: “meme-immunological
system was not well developed” (Blackmore, In fact, the author (Dennet, 1995, pp. 349,
1999, p. 19). This position keeps up a 355) brings about the nature of memes of
correspondence with the perspective of competing for acquiring space (minds) in
meme raised by Dan Sperber. the infosphere, just as genes do in the
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
86
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
biosphere. This competition is non- transmit that filter to other minds, for
teleological by definition. Nevertheless instance, by saying that A is not a reliable
there is a conflict between the source, so other people will not attend to A
acknowledgment of Darwinian meme- and prefer B instead. (Dennet, 1995, p. 350).
evolution given by the author, and the
reference to memes as intentional parasites Olesen (2009), works in the development of
given previously. However, the author solves the notion of meme based on theories of
this contradiction by turning towards a communication, defining them from this
different evolutionary perspective: perspective. This is a different point of view
compared with the ones raised previously as
It is a sort of Lamarckian replication of memes are explained under transmission of
acquired characteristics as Gould and communication and not under information
others have suggested. The very creativity theories. Supporting his work on Dawkins,
and activity of human minds as Dennet and Blackmore; Olesen defines a
temporary homes for memes seems to meme as: “any form of cultural phenomenon
guarantee that lines of descent are that can be copied from one mind to
hopelessly muddled, and that phenotypes another” (Olesen, 2009, p. 71). This
(the ‘body design’ of memes) change so operationalization of meme positions the
fast that there is no keeping track of the term as a social and cultural phenomenon
‘natural kinds’ (Dennet, 1995, p. 355). from a starting point.
Thus, the position of Dennet towards the Although, the author points out
Darwinian characteristics of memes is characteristics previously referred following
discarded. Specifically, Darwinian evolution the Darwinian Theory: a meme that is easy
depends more on high copy fidelity, whereas to learn, available to many and easy to
the meme relies more on a high rate of remember, are more likely to spread and
replication by means of a tool. This tool not survive. He stresses the idea of memes
only copies the meme, but transforms, behaving like a virus, with memes battling
invents, interpolates, censors and mixes for being transferred from brain to brain. In
them up producing different outcomes every fact, the author points out the lack of
time. autonomy of a meme compared with a gene
in matters of hosting and transmission: “A
A last thought-provoking idea from Dennet meme is not a true form of life like a gene.
points towards other meme types not Though, it is more like a virus and in that
highlighted by previous theorists; this is way we are hosts to parasites. A meme relies
what cognitive psychology would call bias. on his host to reproduce itself” (Olesen,
For Dennet, the meme filters each person 2009, p. 71).
has, act themselves as memes, shaping the
environment, as well as their replication However, the biggest contribution from
opportunities. The author exemplifies this in Olesen to the debate about memes is
the following way: if a person ignores acknowledging the problem that generates
everything coming from A and, on the the lack of agreement in a definition of the
contrary, accepts everything coming from B; notion of meme, pointing at the same time a
that person is giving the opportunity to all gap in the meme-gene analogy:
memes coming from B to replicate in his
brain and none to the memes coming from A The unclear nature of the relation
to do so. At the same time, the person may between the individual and the meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
87
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
-An element of a culture that may be According to this statement, the author
considered to be passed on by non- makes a rupture with his previous
genetic means, especially imitation conception of meme by accentuating the
(Oxford English Dictionary) mutation capabilities of the meme. This
contrast with the argument rose in his text
(Olesen, 2009, p. 73) from 1976 where stability is said to be what
yields success to the DNA. In other words,
Accordingly, it is possible to state that Dawkins is assessing the mutational
Olesen accounts for the quid of the meme- capabilities of memes in the same way of a
gene analogy problem, not as a matter of virus that is transmitted horizontally,
autonomy/dependence of the replication instead of a generational mutation.
units or a teleological question. For the
theorist, it is a theoretical problem created There is also an influential development on
by dissimilar definitions of the term by the author’s position in The Blind
different theorist including its creator; this Watchmaker. Contrary to his opinion quoted
fact will be developed in the next in the selfish Gene in the words of N.
paragraphs. Humphrey, where he states that the
relationship between gene and meme is a
Dawkins, in The Blind Watchmaker(1986), technical relation; Dawkins reckons the
modifies his former definition of meme. In relationship between memes and genes as
his own words, the meme concept is still only an analogy “between true Darwinian
comparable with the DNA, but instead of evolution and what has been called cultural
being defined as the unit of transmission, it evolution” (Dawkins, 1986, p. 196).
is defined as patterns of information. This
implies that memes are, in fact, more This stand will be accentuated in his text
complex than a unit. Simultaneously, he Viruses of the Mind (1993), where Dawkins
introduces an agent for the meme to will change even further his definition of
reproduce, suggesting that contrary to the meme. What is more, the author issues that
DNA, memes have no autonomy. memes behave more like computer viruses
do: they spread horizontally, from vehicle to
The new replicators are not DNA […]. vehicle, and from medium to medium at a
They are patterns of information that can very high speed (Dawkins, 1993, p. 3).
thrive only in brains or the artificially Making emphasis on what a computer virus
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
88
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
89
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
When defining meme based on DNA transmitted horizontally; that is in the same
characteristics, it would be the smallest unit generation, to several agents belonging to
of transmission able to replicate itself. When one or different groups, inside or outside a
defining meme based on a virus perspective, specific environment. This change brings
the term becomes more sophisticated. about an inherent increment of speed in the
Indeed, a virus is not a simple molecule; it is reproduction as well as augment of reach.
formed at least by two parts as the Oxford
English Dictionary describes: Defining meme as a computer virus
following Dawkins in 1993: “2 (also computer
Virus: Pronunciation: / v rəs/ virus) a piece of code which is capable of
copying itself and typically has a detrimental
noun effect, such as corrupting the system or
destroying data.” (Dictionary). It is possible
1. An infective agent that typically to surpass the problem of self-replication
consists of a nucleic acid molecule in a created by the change of metaphor. On the
protein coat, is too small to be seen by contrary, a new problem arises with this
light microscopy, and is able to multiply analogy: a virus can self-replicate, but only
only within the living cells of a host: by means of a host; what is more, such
defined virus needs a creator in order to
The hepatitis B virus exist.
(“Oxford English Dictionary,” June 2013) As a result of this change and the
transformations it generates, the strength
In addition to this, a virus cannot self trait of the concept of meme is changed. As
replicate; it needs an agent or host in order Dawkins points out in his first definition, a
to do so. This marks an important difference gene can mutate, but its strength lies in its
with the prime mould-unity proposed by stability. The mutation is just a vicissitude,
Dawkins (1976), in the sense that thinking and if it is more or less successful in the
about a meme in terms of a virus is thinking next generation is a matter of chance. On
about a complex unity. In the first case, the the other hand, the strength of the virus lies
behaviour of memes will correspond to the in its capacity of mutation, which helps it to
deeds of emergent agents that can self- change hosts and environments and be
support their procreation in a proper difficult to annihilate. Accordingly, when
environment. Defining meme in the second referring to memes, each metaphor places
way depends on a complex unity that its strong point in a different and somehow
behaves like a system and needs a host to opposite quality.
self-copy.
Thus, while trying to solve the unevenness
Meme’s direction and speed of replication created by the dissimilar definitions and
are affected by the change in the defining metaphors underlying to the term memes,
metaphor, as well. In the same way, as new questions arise. The following
stated by the abovementioned authors, the questions will lead the next section: which
genetic metaphor entails a vertical are the components of a meme that are
transmission; that is to say: from generation maintained or mutated? Which are the
to generation, inside a certain population, characteristics of a meme passed on to the
and in a determined environment. From an next generation or individual?
epidemiological perspective, a meme can be
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
90
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Perspectives about Memes II: What lies of course, is not a syntactic property or
beneath, structure or meaning? system of properties, but a semantic
property or system of properties: The story,
When meme theorists refer to the concepts not the text; the characters and their
of stability and mutability, they are standing personalities, not their names and
for what is constant and what changes in a speeches” (Dennet, 1995, p. 356). In other
simple biological unit. The DNA, for words, when talking about what changes and
instance, is a protein chain which structure what is maintained in a meme, Dennet is for
is steady while the order in which proteins the idea that what identifies memes when
are aligned changes. In a virus, either the they are passed on is their content, their
DNA/RNA or the protein coat changes; it can semantics and meanings.
even develop other features allowing it to
“survive” longer. Nonetheless, when talking The current research proposes a
about memes it is difficult to tell what combination between both postures,
remains and what mutates. What is more, is arguing that both are characteristics that can
it the same meme after it has mutated? be passed on in memes. This perspective
According to the previous theorists, there also underlines that depending on the
are essentially two things that can change or meme one of the two can be more salient
remain in a meme, shaping them: structure than the other.
and content (semantics).
To illustrate this position, take a vertically
transmitted meme as a Catholic mass. This
Dan Sperber defends the structural
ritual is passed from parents to children via
approach, understanding the meme
immersion (children attend to the
transformation as resemblance in the ceremony) and repetition (they attend
structure and a semantic change. He states periodically). Now, the structure of the ritual
that in spite of the transformations or bias does not change as it has a beginning,
given by the medium to a meme, the lectures from the bible, communion and an
invariability of structure is what is ending. Nonetheless, this structure can be
transmitted. (Sperber, 1996, p. 108) The changed (e.g., people can sing during the
author uses the little red riding hood story whole mass, there can be not communion,
in order to exemplify this approach. He the mass can be celebrated in Latin, etc.)
explains that the tale/meme possesses a while the meaning (praise the lord) is
structure that shapes it, putting into maintained and transmitted. Now, imagine
perspective the content of the tale. If you are that you go to another culture and find a
told a tale with different characters but the ritual that is totally similar to the mass, but
same structure, you will identify it as a copy whose purpose is to give thanks because
of the little red riding hood tale (this is, of there is enough food to eat. In that case, the
course, in the case where you already know structure will be the same, but the meaning
the story). What is more, the structure is so will be different. At the beginning, you might
important to the meme that an incomplete think that it is a mass, finding out later that
version of the tale is less likely to be the meaning is entirely different. In that
circumstance, what is passed on is the
replicated than a complete version of it.
structure, not the meaning. Therefore, the
structure and meaning of a meme are
The other perspective is the content independent, but they are connected to
approach; Daniel Dennet defends this some degree that each one tells something
approach, understanding the meme in terms about the other.
of language (semantic): “What is in common,
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
91
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Perspectives about Memes III: Lamarckian difficult in this case to advocate for
and Darwinian perspectives (Teleology and integration. Instead, a counter example
becoming) approach will be used.
Another ontological issue on defining meme The first example retakes the case of the
is whether it is or not teleological. It has ritual brought in the last chapter as it is an
been acknowledged how some authors, already exposed case of vertical
based on the analogy of DNA and Darwinian transmission (that is, slow and
Theory, argue that memes are not generational). The main questions that arise
teleological as they obey the laws of in this case are: how did the ritual begin?
Darwinian Natural Selection. As pointed out What was its purpose in the first place? (1) It
by Dennet (1995, p. 345): “Meme evolution is is possible to hypothesize that the ritual
not just analogous to biological or genetic began in order to fulfil a necessity (suppose,
evolution, according to Dawkins. It is not to make it rain). (2) It could be that the ritual
just a process that can be metaphorically began when an action was associated with a
described in these evolutionary idioms, but consequence (suppose dancing and rain), or
a phenomenon that obeys the laws of (3) the ritual was associated with a belief
natural selection quite exactly”. (the god of rain is angry, and he will bring
the rain back if by making him happy). These
Other authors, based on epidemiological three scenarios are teleological. The ritual
perspectives, attribute a certain (as a meme that is passed from generation
intentionality to the memes in a Lamarckian to generation) holds a structure, a meaning,
manner. They state that memes have a goal, and intentionality. In other words, it was
thus making an effort in order to achieve it; created with a purpose.
this effort affects the next generation of
memes, who would be more suited to A counter example is a piece of gossip. A
survive in a certain environment. In Sperber piece of gossip has the characteristics of a
(1996, p. 103) words: viral-shaped meme. It spreads horizontally,
quickly among a population, mutates from
The number of artefactual replicas of a person to person, has a peak in its
would-be cultural item is only a poor, transmission and then dies, although
indirect indicator of its genuine cultural sometimes it can endure the time. The
success. [...] the cultural importance of a question here is: does it have a purpose or
public production is to be measured not does it just auto-replicate willy-nilly? From a
by the number of copies in the sociological perspective, it is possible to say
environment but by their impact on that gossiping has a social function. The
people’s minds [...] each token is a replica purpose of the gossip is to inform, to update
not of one parent token nor...of two the information of people in a certain
parent tokens, nor of any fixed number of environment; thus they can tell, for instance,
parent tokens, but of an infinite number who is available for marriage. Gossip tells
of tokens some of which have played a the state of a particular institution in a
much greater ‘parental’ role than others. certain environment, at a fixed moment. As
a result, it is possible to argue by means of
Different to the parametric integration examples and theories that, in spite of their
proposed in the last chapter for the different way of transmission, memes behave in a
theoretical approaches to memes, it is teleological way. They have a purpose;
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
92
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
therefore, their evolution is Lamarckian and The last step consists on the integration of
not Darwinian. both the Meme and the IM definitions in a
whole academic definition of Internet Meme.
Having assessed the three main issues in It is possible to describe this whole process
the unevenness of the concept of meme as a combined method between text
(namely: direction and speed of analysis and content analysis, using both
propagation, object of transmission and analytical and synthetic procedures.
teleology) and having arrived to a common
ground in the characteristics of the concept, Construction of the concept of meme:
it is possible then to ensue the construction adaptation and characterization.
and characterization of a up to date concept
of meme. This will be carried out in the After explaining different theoretical
following section. perspectives about memes, as well as their
main problems, overcoming its ontological
problems based both in theories and
Methodology examples, it is time to develop a definition
of meme that is: a) up to date, b) integrates
In order to create a synthetic definition of most of the theoretical positions and change
meme, different perspectives brought by the of the term, and c) that enables meme
authors stated above will be compared in characterization. With this in order it is
order to obtain relatedness of the possible to proceed and define what an
definitions as well as differences between internet meme is.
the uses of the concept. With the
comparison done, the different aspects of In order to create a synthetic definition of
the concept will be discussed, while the meme, the main characteristics discussed
similar aspects will be synthesized in a above will be isolated: Evolutionary
restructured manner. Afterwards, this perspective, biological perspective,
concept will be described under the definition type, teleology, direction of
parameters of communication theories. propagation, speed, complexity, reach,
autonomy, strength feature, and modus of
A second step in the creation of the change. This will be done with the purpose
academic definition of IM is to take the of gathering the strongest, more recurrent
definitions of IM existing on the internet and more up to date positions in the usage
and, by using the same procedure as before, of the concept of meme. The characteristics
find similarities between the concepts and for a meme to be successful (longevity,
discuss the differences. This in order to fecundity, and copy-fidelity) as well as the
create a synthetic definition of what an sensitivity to environmental pressure will
Internet Meme is on the internet. not be included as part of the list as they
have been assessed to be stable
characteristics along all the studied authors.
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
93
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
group
Dawkins Generatio
Darwinian Genes Technical No Vertical Unit within the Yes Stability Structural
1976 nal
range
Extended Both
Dawkins Vertical and Faster Patterns of group Needs a stability
Darwinian Genes Analogy No -----
1986 horizontal than DNA information within the host and
range mutation
Everyone
Both
To that
Dawkins Computer Needs a stability
Lamarckian Virus Analogy repli- Horizontal Very fast makes -----
1993 virus host and
cate contact
mutation
with it
Dennet Darwinian/ Faster Memorable Needs a
Genes Technical No ----- ----- Mutation Meaning
1995 Lamarckian than DNA units host
To be Depends Depends
Sperber Vertical and Representa- Needs a
Lamarckian Virus Technical passed on the on the Stability Structural
1996 horizontal tions host
on Direction medium
Black- To
Not well de- Unity of Needs a
more Virus Analogy repli- ----- ----- ----- ----- -----
fined imitation host
1999 cate
Extended
To be
Olesen group Needs a
Darwinian Virus Analogy passed Horizontal ----- ----- Stability -----
2009 within the host
on
range
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
94
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
They need a host in order to replicate, and create a concept of IM bound to the mass
their speed goes from fast to very fast, media lexicon.
with a wide reach, making possible for
anyone in contact with the meme to get it. On the contrary, it is possible to
These memes rely more on their determine how the term meme is related
mutability than their stability in order to with communication theories, if it is a
survive. meme created in order to spread in the
media as Blackmore (1999) states, or
Concerning to “what is passed on” with a whether they act as a piece of information
meme, it is possible to state for both that is transmitted (Dawkins, 1986).
kinds of memes that a combination of
structure and content is always Nancy Baym (2010) proposes seven
transmitted. They are not only linked one characteristics of the new media:
to the other, but also to its hosts and interactivity, temporal structure, social
environment, making both important cues, storage, reach and mobility. These
when it comes to understand and parameters have a significant coverage, at
characterize a meme. the time that they enable the
characterization of communication
To round up, the meme-gene is an early phenomena in terms of media theories.
theoretical evolutionary approach to the
development of the culture, created by - Interactivity is the degree in which a
Richard Dawkins and deepened by other medium allows people to interact with
theorists. Nonetheless, the concept has each other, or the magnitude in which a
evolved and adapted to the development medium lets a person change it via its
of the information technologies, in such a interface. This involves, as well, some
way that its own creator changed, later on, feedback and meaningful response to
the analogy and definition of the concept. the communication act (Baym, 2010, p.
This change is then followed by other 7)
theorists. Following that line, the meme- - Temporal structure refers to the
virus definition is a contemporary synchronic or diachronic characteristics
characterization that goes beyond the of the message. The synchronic quality
theoretical speculation and enables the refers to instant communication such
description and analysis of some cultural as a telephone. Diachronic refers to a
phenomena. delay between the emission of the
message and its reception. A third
Operationalizing memes based on temporal structure is the anachronous;
communication theories. this can be understood a way of
communication that lasts more than it
The purpose of this section is to define the is probably intended to, reaching not
concept of meme so that it is possible to targeted population, as for instance,
go beyond the definition, creating an the Viking runes.
academic notion of Internet Meme (IM) - The Social cues concept alludes to
susceptible of operationalization. In order contextual information: body semiotics,
to do this, concepts from communication the meaning of message and the
theories will be used as they can bridge identities of people interacting. At this
the formal definition of meme and the respect, the author explains that face-
informal definition of IM that can be found to-face communication has been the
in the internet. This will, at the same time,
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
95
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
96
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Origin
Author/ Perspec Interact Time Mobili- Social Replicabi- What is
Definition Speed Reach Storage Form and
site tive ivity structure ty cues lity passed on
change
(Blackm
Informa- Accele- Creativi Horizon- Interlin- Compu- Filter and
ore, Viral Internet ----- Accurate ----- -----
tion rating ty tal ked ter meaning
2011)
Important
Meaning
(Informi Informa- for
----- ----- ----- ----- ----- ----- ----- ----- or struc- ----- -----
t.com) tion replica-
ture (Joke)
tion
hyperlink,
meaning video,
(Wikipe Accele- Horizon- Interlin- Stay or Replication
Idea ----- ----- ----- ----- ----- or struc- picture,
dia.org) rating tal ked mutate and parody
ture website,
etc.
Chance,
hyperlink,
aggregation
Meaning video,
(Memes Stay or , parody,
Concept Viral ----- Art ----- ----- ----- ----- ----- or struc- picture,
.org) mutate information
ture website,
about the
etc.
meme
Beliefs
(guardia Manufactur
and va- Viral Quick ----- ----- ----- ----- ----- ----- ----- Meaning
n.co.uk) ed
lues
Offline to
online
(Alayón Accele- Horizon- Interlin-
----- Viral ----- ----- ----- ----- ----- ----- ----- event, or
) rating tal ked
manufactur
ed
("Urban
Geek
dictiona Interlin-
Idea Viral ----- ----- ----- ----- ----- communit Mutate Structure ----- -----
ry.com ked
y
a,")
(Netfor
Symbol or Horizon- Interlin-
beginne Viral Fast ----- ----- ----- Cultural ----- Structure ----- -----
idea tal ked
rs)
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
97
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
98
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
When looking at Zalgo depictions and their In Zalgo’s case, it is possible to say that it
variations, it is possible to see the constant bears a structure with a meaning, both
appearance of deformation, (black) blood, salient in a particular context. The IM
cephalopod shapes, spikes, and spreads horizontally within the main group,
occasionally the phrase “here it comes” then vertically to new people that join later
referring to Zalgo. Occasionally it is in the group. It makes use of hyperbolic and
possible to see “the Zalgo text”, a subversive humour in a dark way (black
degenerated font that cannot be read. As a humour). The goal of this IM is to remain
matter of fact, when watching at the scary and unnamed (tacitly stated in its
spectrum of Zalgo mutation, there is a definition), alluding to H.P. Lovecraft’s
structure that is always repeated. This literary work.
structure can be applied to several kinds of
images, real people, cartoons or comics, The second meme is the pepper spray cop
but they always share the same meme, called “Casually pepper spray
characteristics. everything cop”("Knowyourmeme.com c,").
It started on November 2011 when a group
This IM emerged from H.P. Lovecraft’s of students gathered for an occupy protest
literature, and it is understood principally were sprayed with anti-riot pepper gas
by people related with this literary style; directly in the face by a police officer. After
ranging from unknown to repulsive to the video and images went to youtube
public outside that context. Zalgo itself ("Youtube.com,") the images started to
represents contamination and spread, leading to several parodies, most of
degeneration, carrying a meaning, but this them (KnowYourMeme:PepperSprayCop)
meaning is context-less, making the meme suggesting political issues (e.g., the police
random providing nothing more than the officer in the place of the statue of liberty,
degenerative ending. or pepper-spraying the American
declaration of independence) (See figures 3,
4 and 5).
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
99
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Figure 3. Example of the Pepper Spray Cop meme. The original police man of the picture is
substituted with Chief Clancy Wiggum, a comic character from “The Simpsons” television series
Figure 4. Example of the Pepper Spray Cop meme. In this case the original police man was taken out
of his context, making a political critic by means of subversion
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
100
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Figure 5. Example of the Pepper Spray Cop meme. The humour in this case is created by means of
both substitution and subversion, with the same purpose of making a political critic
Actually, this IM was not meant to be a It is not possible to state anything about
meme. After someone uploaded the video the reach or time structure of this IM, as it
to the Internet in order to denounce the emerged a short time ago and it is
overuse of force by the police, it spread and necessary to retrace its evolution and
rose as a meme. This IM is known more in salience in order to understand these cues.
academic and political contexts due to its What is certain is that the social context for
content. Both its semantic and structural this IM is very important, both for its
elements are exploited in its mutations. The replication as well as for its permanence
humour in this case is created mostly by among time.
means of subversion and substitution.
Table 3 summarizes the different
When looking systematically through the characteristics these two IMs have in
pictures there is something that is common, as well as synthesizing
transversal to the different versions of the similarities based on the definition
meme: the police spraying, and/or a developed through the text.
political content of freedom/war;
sometimes other political contents may
appear, for instance, racism.
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
101
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Table 3 Characterization of the IMs Zalgo and the Pepper spray cop
Meme Unit of Shape Mutation Type Social Reach Time Interac- Start Goal
informati context structure tivity
on
Zalgo H.P. Text Meaning Additi Lovecraft Lovecraft Horizonta No Manufactur Being
Lovecraft and and on readers readers lly first, ed obscure
Literature image structure then creates
vertical interest
Pepper Political Video Meaning Parody Occupy Unknown Unknown No Emergent Inform
spray protest and and protest about the
cop images structure in the misuse of
U.S.A. force by
the police
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
102
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
References
Alayón, D. (March 2nd, 2012). Pisitoenmadrid.com. Retrieved from
http://www.pisitoenmadrid.com/blog/2011/06/meme-historia-de-los-fenomenos-de-internet/
Blackmore, S. (1999). The Meme Machine. United States: Oxford University Press.
Blackmore, S. (2011). A great internet meme's never gonna give you up. Retrieved from
http://www.guardian.co.uk/commentisfree/2011/mar/18/internet-meme-never-gonna-give-you-
up
Dennet, D. (1995). Darwins Dangerous Idea. Great Britain: Allen Lane The Penguin Press.
Dictionary, O. E. Oxford English Dictionary (June 13th, 2013). Oxford English Dictionary/Virus.
Retrieved from http://oxforddictionaries.com/definition/virus?q=virus
The guardian.co.uk (March 2nd, 2012). It's all in the memes. Retrieved from
www.guardian.co.uk/science/2000/aug/10/technology
Informit.com. (June 13th, 2013). Web bussiness engineering: memetic marketing. Retrieved from
http://www.informit.com/articles/article.aspx?p=19996
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
103
CARLOS MAURICIO CASTAÑO DÍAZ
Defining and Characterizing the Concept of Internet Meme
Knowyourmeme.com c. (April 5th, 2012). Casually pepper spray everything cop. Retrieved from
http://knowyourmeme.com/memes/casually-pepper-spray-everything-cop
Know Your Meme: Pepper Spray Cop (April 5th, 2012). Know Your Meme: Pepper Spray Cop.
Retrieved from http://www.viddler.com/explore/knowyourmeme/videos/102/
Netforbeginners. (March 2nd, 2012). What is a 'Meme'? What are examples of modern internet
memes? Retrieved from http://netforbeginners.about.com/od/weirdwebculture/f/What-Is-an-
Internet-Meme.htm
Puche-Navarro, R. (2004). Graphic Jokes and Children’s Mind: An Unusual Way to Approach
Children’s Representational Activity. Scandinavian Journal of Psychology, 45, 343-355.
Recibido: Julio 4-2013 Revisado: Agosto 16- 2013 Aceptado: Agosto 24-2013
Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 2 Julio-Diciembre 2013 pp.82-104
104