Revista CES Psicología ISSN 2011-3080 Volumen 6 Número 1 Enero-Junio 2013 pp. 82-104 Artículo de investigación Defining and characterizing the concept of Internet Meme 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 Internet Meme. 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-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. 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 The Selfish Gene. He introducing an analysis of the transition of proposed the term meme as a Darwinian, the concept will facilitate future research gene-centred approach to cultural evolution, 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 allusion 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, blogs 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 imitation. 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 culture). 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 Richard Dawkins 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 time the We need a name for the new replicator, a replicator can live or otherwise the amount noun that conveys the idea 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 concepts linked to the memes’ proprieties uncovered in “The Selfish Gene” Some examples of memes are tunes, by Dawkins are the competition as well as its ideas, 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 genes 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 mutations 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.