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Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 1 Enero-Junio 2013 pp. 82-104 Artículo de investigación

Defining and characterizing the of

Definición y caracterización del concepto de Meme de

Internet

Carlos Mauricio Castaño Díaz1 University of Copenhagen, Dinamarca.

Forma de citar: Castaño, D., C.M. (2013). Defining and characterizing the concept of . Revista CES Psicología, 6(2),82-104..

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-, 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 .

Palabras claves: Meme, Internet Meme, , , 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.

Keywords: Meme, Meme De Internet, Lamarckismo, Darwinismo, Propagación Viral (Media).

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). [email protected] CARLOS MAURICIO CASTAÑO DÍAZ Defining and Characterizing the Concept of Internet Meme

Introduction It is important to understand the transition between Dawkins’ Meme and the IM in order The meme concept is an academic concept to understand the characteristics of the coined in 1976 by the biologist Richard memes of the new era. In addition, Dawkins in his book . He introducing an analysis of the transition of proposed the term meme as a Darwinian, the concept will facilitate research gene-centred approach to cultural , about both memes and internet memes; defining it as “the unit of cultural providing a theoretical, historical and transmission”. Nevertheless, nowadays it is bibliographical basis for the concept of IM. possible to find the concept of meme almost everywhere on the internet, not making Finding a formal definition of Internet meme to the concept created by Dawkins, is not easy. Theorists have not defined it or but relating to certain kinds of images, jokes characterized the concept of IM in an official or trends popular within the cybernauts. manner that can be used and excerpted by academics. It is important to create a formal Since 1976, the term meme has evolved, definition of IM in order to facilitate their changed not only by different authors and study in scholarly contexts (e.g., cultural theorists that follow or criticize Dawkins’ analysis). Meanwhile, on the internet the theory, but also by its creator (Dawkins, use of the term meme has grown in 1993). The roots of the concept grew distant exponential proportions, that it is possible from its primal definition from a Darwinian to say that the term meme is a meme itself perspective, and began to grow in different (Sperber, 1996, p. 101). ontological directions. This can be seen in the different uses theorists make of the The present research is articulated as term, e.g. by Blackmore (1999); Dawkins follows: first, I will introduce the concept of (1976, 1993). The present research will meme from different perspectives, starting explore the implications and variations of with the former definition by Dawkins and concept by different authors and create a following by other authors as Sperber, synthesis among their characteristics in Blackmore, Dennet and Olesen. This aims to order to create an updated concept of familiarize the reader with the different meme. perspectives about the concept of meme. Next, different nuisances in the diverse uses However, the concept of meme has gone that the authors give to the concept will be beyond the academic definition; this due to assessed. Consequently, the different the expansion of the computer usage and elements stated above will be used in order the exponential growth of the Internet, to synthesize a contemporary, formal and particularly forums, chats, and social academic definition of meme. In the networks; the concept was coined to a new following section, the mentioned definition form of internet communication. Meme is will be contrasted with definitions of IM now, somehow, related with what Dawkins taken from unofficial sources (Internet web define as a meme, but with some special pages) and critically compared using characteristics due to their way of communication sciences theories in order to transmission and speed of replication. The create a formal definition of Internet meme. present research addresses these new In the end, this definition will be used with memes as Internet Memes (IM). three IM in order to exemplify its use and to study and characterize memes found on the Internet.

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

What is a Meme? gene-like cultural unit, able of propagation from person to person with the help of In this chapter, perspectives and definitions . This unit possesses a proper worked by different theorist about memes power that allows its reproduction and will be introduced. However, no critical spread. discussion will be carried out as the only purpose of this chapter is to familiarize the In addition, Dawkins defines meme based reader with the different theories and on the notion of replicator (applied to perspectives of the authors. Diverse ). A replicator is a biological or nuisances will be highlighted and critically chemical singularity of indivisible analysed later on in the text, in light of proportions. This “molecule” acts as a teleological understanding of the concept. template, and has the capacity of creating copies of itself. (Dawkins, 1976, p. 15) The concept of meme comes first when the Furthermore, Dawkins states in his book biologist in his book The three properties that a replicator should Selfish Gene coin it as the unit of cultural encompass in order to be “successful” (that transmission. In the author’s words: is, to manage to make copies of itself): a) Longevity is the amount of the We need a name for the new replicator, a replicator can live or otherwise the amount noun that conveys the of a unit of of time it can reproduce itself. b) Fecundity cultural transmission, or a unit of is the rate at which copies are done. c) Copy- imitation. ’Mimeme' comes from a Fidelity is the precision of which copies of suitable Greek root, but I want a itself can be created, taking into account monosyllable that sounds a bit like that every replication process generates a 'gene'. I hope my classicist friends will certain amount of mistakes every time a forgive me if I abbreviate mimeme to copy is made. meme. (Dawkins, 1976, p. 192) [The italics are from the author]. Other linked to the memes’ proprieties uncovered in “The Selfish Gene” Some examples of memes are tunes, by Dawkins are the as well as its , catch-phrases, clothes fashions, role in the development of the replicators. ways of making pots or of building arches. With this concept, the author points to the Just as propagate themselves in the core of the Darwinian theory: the effect that gene pool by leaping from body to body environmental pressure exerts over via sperms or eggs, so memes propagate replicators and how the competition for themselves in the meme pool by leaping resources and space shapes them, as well as from brain to brain via a process which, in how more successful can the broad sense, can be called imitation maintain, multiply and compete with other […]. As my colleague N. K. Humphrey memes in the same space (Dawkins, 1976, neatly summed up an earlier draft of this pp. 18-19). chapter:'... memes should be regarded as living structures, not just metaphorically Accordingly, it is possible to propose a first but technically” (Dawkins, 1976, p. 192) characterization of the concept of meme as a [The italics are mine]. unit of transmission that can replicate itself by means of imitation, and that possesses The previous idea shows how Dawkins three characteristics that make it successful: creates a term that represents an indivisible, longevity, fecundity, and copy-fidelity. It is

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

sensitive to environmental pressures considers memes. For Sperber, there is no including the ones caused by its peers and is difference between representations and non-teleological (Dawkins, 1976, p. 18). In memes. He exemplifies this subject by addition, it is possible to say that memes comparing the oral transmission, which he behaviour is technically, and not states to have a low reliable means of metaphorically as living structures, as reproduction and creates low fidelity copies; pointed out above in Dawkins (1976, p. 192). with other kinds of transmission, as the writing, with a higher reliability and copy The present research aims to go beyond the fidelity (Sperber, 1996, p. 32). original definition of meme, creating a formal definition that synthesizes other However, the author moves away from one visions and uses of the concept provided by of Dawkins main characteristics of the other authors, while covering the concept of meme, putting them into another transformations of the over time. level. Specifically he moves the memes (or Consolidate a broader concept of meme representations) from the level of chemistry gives more stability to the construction of to the level of . This new way the concept of “Internet meme”. As a to relate with the concept has ontological of , the present research assesses five implications: theorists that have studied the concept of meme and are, simultaneously, up to date in A representation can be slowly the research field of meme studies: Dan transmitted over and are Sperber, , Daniel Dennet, comparable with endemics; other Mogens Olesen and Richard Dawkins. representations spread rapidly thorough a whole population and have a short life- The cognitive scientist span, they are comparable with epidemic” understands meme as a synonym of cultural (Sperber, 1996, pp. 57-58)[the italics are replicators (based on the definition provided mine]. by Dawkins), defined by the author in terms of representations. It explains the replicators As a matter of fact, Sperber is not only have a representational basis, they are taking representations to an epidemic layer and associations in the human in a metaphorical way, but in a technical . What is more, there are two main way. Also, he suggests two ways of kinds of representations highlighted by the representations can propagate: vertical (over author: the mental representations, which generations, as genes do), and horizontal are internal to the subject, such as beliefs; (across a certain population like viruses). and the public representations, which are This jump to the field of epidemiology in the external to the subject, such as paintings characterization of memes has important (Sperber, 1996, p. 24). However, there is a ontological consequences that will be third representation type derived from the closely examined later on in the text. previous two, the cultural representations, understood as a combined subset of the On the other hand, Psychologist Susan public and the mental representations Blackmore takes the original definition of within a (Sperber, 1996, p. 33). meme proposed by Dawkins in 1976 with other emphases. First of all, she stresses the Consequently, Sperber assesses the role of imitation as central for the transmission, media and copy fidelity of replication of memes, stating that it is what representations in the same way as Dawkins makes humans different from animals. Thus,

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, , 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 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 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 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 of memes of correspondence with the perspective of competing for acquiring space () 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 others have suggested. The very 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 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 transferred from brain to brain. In them up producing different outcomes every fact, the author points out the lack of time. 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 would call . 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 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

allows a variety of interpretations of the manufactured products of brains - books, meme concept, which has lead to a low computers, and so on. […] As they consensus of its definition: propagate they can change - mutate. And perhaps 'mutant' memes can exert the -Distinct memorable units (Dennet 1995) kinds of influence that I am here calling 'replicator power'. […] -Unit of cultural transmission (Dawkins is many orders of magnitude faster than 1976) DNA based evolution, which sets one even more to thinking of the idea of -Unit of imitation (Blackmore 1999) 'takeover'. And if a new kind of replicator takeover is beginning, it is conceivable -An observable cultural phenomenon that it will take off so far as to leave its (Gatherer 1998) parent DNA (Dawkins, 1986, pp. 157-158).

-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) capabilities of the meme. This contrast with the 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 (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 (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

is and how it develops, replicates and epidemiological perspective. The analogy propagates: possesses two proprieties: one associated with its way of reproduction and a second Think about the two qualities that a virus connected with the salience of the meme for or any sort of parasitic replicator […] it to be acquainted, therefore, replicated by These qualities are, firstly, a readiness to others. Dawkins assesses populations replicate information accurately, perhaps memes like, for they can spread themselves with some mistakes that are subsequently in an “epidemic” manner. Parallel to this reproduced accurately; and, secondly, a affirmation, he is underlining the role of readiness to obey instructions encoded in stability and variation in viral reproduction. the information so replicated. […] What When this perspective is introduced, the this phenomenon means is that human meme concept is subject to a teleological brains are capable of pretty accurate turn: the goal of the meme is to spread and copying (otherwise the accents of, say, replicate. This perspective shares the Newcastle would not be stable enough to principles of Lamarckian evolution; thus, be recognized) but with some mistakes disregarding the Darwinian perspective that (otherwise pronunciation would not the author used when defining the term for evolve, and all speakers of a language the first time. would inherit identically the same accents from their remote ancestors). […] Assessing the aforementioned authors and The second requirement of a virus- the problems rose by the disagreement friendly environment --- that it should between their definitions of the term meme, obey a program of coded instructions --- the main perspectives of the term and its […] Less portentously, and again devenir will be discussed in the following especially prominent in children, the sections. This will be done, in order to ``craze'' is a striking example of behavior surpass the conflict with the that owes more to epidemiology than to operationalization of the term and, at the rational choice. Yo-yos, hula hoops and same time, generate a holistic definition pogo sticks, with their associated that agrees both with the general points behavioral fixed actions, sweep through emphasised by the authors and a schools, and more sporadically leap from contemporaneous perspective of the term. school to school, in patterns that differ from a measles epidemic in no serious Perspectives about Memes I: Genes vs. particular […] Trivial though they are, Virus. crazes provide us with yet more circumstantial that human As stated in the previous section, one of the minds, especially perhaps juvenile ones, main issues when defining the concept of have the qualities that we have singled meme is to typify the way it replicates and out as desirable for an informational spreads. Despite of the fact that the early parasite. (Dawkins, 1993, pp. 6-7) definition of meme is based on a purely genetic perspective (a proto-form of DNA, a According to the previous paragraph, it is simple molecule able to self-reproduce) the possible to identify ontological turns in the becoming of the notion has taken other notion of meme, all of them brought about branches, even for Richard Dawkins. by its original creator. The now called Besides, every change in the characterization analogy is not anymore related with DNA of the term influences its . evolution but with a viral and

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 , 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 . 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 is passed from parents to children via approach, understanding the meme immersion (children attend to the transformation as resemblance in the ) 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,

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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 of in this case are: how did the ritual begin? Darwinian . 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 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 . Gossip tells of tokens some of which have played a the state of a particular 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;

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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 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.

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Table 1. Evolution of the characteristics of memes

Author/ Evolutionary Biological Definition Teleolo Direction of Auton- Way of Speed Complexity Reach Strength Year perspective perspective type gy propagation omy change

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

In table 1, it is possible to have an defined in terms of replication of unities overview of how different perspectives and of information, and for their replication, characteristics of the term meme both their stability and variability are transform over time since Richard Dawkins important. They are an analogy based on conceived it in 1976. Taking this into genes, although they need of a host in account, it is possible to make a new order to replicate. Their spread speed and definition of the concept of meme that reach depends on the kind of meme allows going beyond the concept, and transmission (vertical or horizontal). characterizing phenomena as they present in the real life. The meme-virus is defined according to Lamarck Theory of evolution, in which the Accordingly, by taking into account the agents (in this case the memes) make an strongest positions indicated in table 1, it effort for its reproduction, and this effort is possible to distinguish two types of affects the next generation. It is based on memes: the meme-gene and the meme- an analogy with virus, being at the same virus. time more complex; thus, allowing disciplines as endemics and epidemiology The meme-gene is a meme derived from to study them. Moreover, this complexity the Darwinian Theory and can be defined allows the memes to diversify from in the same original parameters used by representation to unit of imitation. This Dawkins. These memes are characterized meme type is teleological as its goal is to for being non teleological, spread be passed on and replicate. Their way of generationally as in the ritual and transmission is both vertical and transversally as in the piece of gossip. It is horizontal, but its main form is horizontal.

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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 , 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,

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model for good communication based interactive as it does not necessarily on social cues. provide feedback. Its time structure is − Storage is the capability of the medium variable as it can be spread vertically and to store information. Concerning that horizontally, and its reach depends on its point, human brain has few capabilities time structure as well as the channel used of storage compared to a computer; to be transmitted. Its mobility, storage resulting in biased, confabulated, and and speed depend on the technologies less accurate information. On the other available at a certain time (with the hand, a computer can store exact current computer technologies is as fast information in big amounts. viral). Its success in replication and − The concept of replicability relates with mutability or adaptability depends on the the capacity to pass the information, as social where the meme is put into well as the degree this information can play, so it can stay or be ignored, and in be degraded every time it is case of staying it can be adapted by other transmitted. social contexts. − Reach is the range in which the message can be spread; in other words, Formalizing the concept of Internet Meme how many people can get the message at a given time by means of a definite A formalized concept of meme, media type. operationalized in terms of − Mobility refers to the degree in which communication disciplines it is time to the message can be portable or allows approach the concept of “internet memes”. access to a certain source regardless of Roughly speaking, an internet meme is a its location. phrase, image or video. It can be created or based in a real life event that spreads These characteristics interact with each through the internet causing people to other, conforming different categories of replicate it. Sometimes it spreads in the communication depending on how they same way and sometimes it spreads by are interwoven. In the opposite direction, means of change. IMs make use of humour each communication actor has its own (Hyperbolic, mentalist, by substitution, by of interwoven characteristics. subversion. Puche-Navarro (2004, 2005)) in order to spread its meaning and/or Accordingly, tying up the definition of structure. meme-virus and the media characteristics propound by Baym, it is possible to For the conceptualization of internet develop a definition of meme memes, two steps will be followed: first: a operationalized in terms of series of definition of IM taken from the communication theories: Internet will be indexed. Then, their features will be tabulated. Finally, the A meme is a unity of information (which concepts will be categorized and can be a representation, a pattern, a rule, contrasted with the definition of meme or an imitational icon. In other words, a brought about in the previous section in content and a structure) that replicates by order to create a formalized concept that passing on via communication (one to allows the characterization and analysis of one, one to many, or many to many). It internet memes. (See table 2). requires a medium (channel) and an agent to be transmitted. It is generally non

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Table 2 Comparison between different definitions 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

(Marsha Interlin- Compu------Internet ------ll) ked ter

hyperlink, meaning video, (Wikipe Accele- Horizon- Interlin- Stay or Replication Idea ------or struc- picture, dia.org) rating tal ked mutate and 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 or Horizon- Interlin- beginne Viral Fast ------Cultural ----- Structure ------idea tal ked rs)

Combining the previously developed mutation occurs by chance, addition or definition of meme with the synthesis of the parody, and its form is not relevant. An IM IM definition’s factors analysed in table 2, it depends both on a carrier and a social is possible to formalize and characterize the context where the transporter acts as a filter concept of internet meme as: and decides what can be passed on. It spreads horizontally as a virus at a fast and An internet meme is a unit of information accelerating speed. It can be interactive (as (idea, concept or belief), which replicates by a ), and some people relate them with passing on via Internet (e-mail, chat, forum, creativity. Its mobility, storage, and reach social networks, etc.) in the shape of a are web-based (Hard disks, cell phones, hyper-link, video, image, or phrase. It can servers, cloud, etc.). They can be be passed on as an exact copy or can manufactured (as in the case of the viral change and evolve. The mutation on the marketing) or emerge (as an offline event replication can be by meaning, keeping the taken online). Its goal is to be known well structure of the meme or versa. The enough to replicate within a group.

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In general, characteristics of an IM are the for academic study. Aiming to illustrate same as the ones of a meme-virus, but IMs these qualities two IMs will be used: the possess a unique way of spreading and Zalgo meme, and the pepper spray cop mode of mutation that is disjunctive among meme ("Knowyourmeme.com a,") . meaning and structure, to the point that changing both would create something The first IM, Zalgo, is defined in different. Nevertheless, an IM can be Knowyourmeme ("Knowyourmeme.com b,") passed on conserving both, meaning and as: “Zalgo is an Internet legend that is structure, but changing the form. The form associated with insanity, death and of the IM is most variable (e.g., the same destruction of the world, similar to the scene with other characters or other creature Cthulhu created by H.P. Lovecraft” background will be the same). Additionally, this meme was popularized in 2004 after it possesses its own method of mutability lists of famous comics with degraded depending on the context (e.g., people faction were published, and after the urban without internet will not be able to dictionary defined it as: understand internet memes). Following, the use of this recently coined To invoke the hive-mind representing definition of IM will be used in order to chaos. characterize two internet memes, and Invoking the feeling of chaos. exemplify how the developed academic With out order. definition can be used for media and meme The Nezperdian hive-mind of chaos. studies. Zalgo. He who waits behind the wall. Characterization and analysis of two IMs ZALGO The entire room is filled with Zalgo The purpose of this section is to exemplify ("Urbandictionary.com b,"). how to use the definition of IM developed in the previous pages. The definition of IM, Several similar definitions were created as a full operational characterization after this, popularizing Zalgo as a concept (including the analytical parts of the as well as a graphic (See figures 1 and concept), is susceptible of being used to 2). analyse, operationalize and systematize IM

Figure 1. Depiction of a Zalgo text and image in a chat room in Chatroulette.com

Image taken from http://assets.roulettereactions.com/hashed_silo_content/silo_content/30507/resized/zalgo.jpg

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Figure 2. Typical Zalgo comic.

Image taken from http://i0.kym-cdn.com/photos/images/newsfeed/000/000/974/zalgo_tim1.jpg

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 public outside that context. Zalgo itself ("Youtube.com,") the images started to represents contamination and spread, leading to several , 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 more than the officer in the place of the statue of , degenerative ending. or pepper-spraying the American declaration of independence) (See figures 3, 4 and 5).

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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” series

Image taken from http://www.bizarrebytes.com/wp-content/uploads/2011/11/chief-wiggim-pepper-spray-meme.png

.

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

Image taken from http://1mut.com/wp-content/uploads/2011/11/pepper-spray-cop-meme-collection-1mut.com-18.jpg

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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

Image taken from http://www.bagnewsnotes.com/files/2011/11/Pepper-Spray-Statue-of-Liberty.jpg

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.

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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

Discussion more covering and up to date. Other theories and other perspectives can explain After examining the concept of meme in in a better manner the link between seven texts from five different authors two communication theories, memes and IMs. up to date definition of memes were found, In reference to the IM’s definition, it is one related with the genetic reproduction possible to assess it as a stable and perspective and one related with a viral inclusive definition, appropriate to make manner of reproduction. In the analysis, analysis based on theories of three important questions about the communication as well as psychological, concept of meme were raised: a question social and cultural studies. However, it is for its analogy, a question for what is important to assess it in other ways in order passed on and a question for its teleology. to proof-test and tune the definition even About the first question, it was found that further. the most updated definition of the term meme is related with virus reproduction and epidemiological perspective. The Conclusion second question highlighted the importance of both meaning and structure The concept of meme is not a static for the preservation and mutation of concept. Even though the first definition of memes. The last question is still unsolved, meme proposed by Richard Dawkins in certainly memes seem to evolve in a 1976, is the most used and quoted Lamarckian way, but some authors still definition of a meme when referring to compare it with Darwinian evolution. This, social, cultural and internet phenomena in addition, raises the question whether analysis, it is a concept that has yet to memes are themselves teleological or their evolve. Its former author transformed the intentions belong to their agents. This last meme definition, and some theorists point needs to be studied further, not only followed this change helping the creation of in a theoretical way, but also in a practical a new conception of the term meme. This manner. new definition allows the characterization of memes for studies in fields like The definition of meme in terms of communication, humanities and social communication theories also needs to be sciences, opening the path for a new deepened further, as only Nancy Baym’s research type in information and media theory were used, being the one considered content.

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While referring to internet memes, it is The creation of a definition and possible to say that they perfectly fit in the characterization of the IM not only epidemiologic theory of memes, with approach the academic community to the certain characteristics that are only proper phenomenon, but also can work in the of its own kind, allowing the of opposite direction, by letting the academy new patterns of interchange, exchange and characterize other phenomena in order to reproduction. Their themes can go from differentiate its patterns as memes or not pure silliness to important social changes memes, so it is possible to predict its and the social environment, while the behaviour in the cyberspace. places it strews take an influential role in their development, pervasion, and decadence.

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Recibido: Julio 4-2013 Revisado: Agosto 16- 2013 Aceptado: Agosto 24-2013

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