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En Los Áltimos Años Se Ha Verifica Do Un Gran Interés Cientifico Por Los Pro R. BRODIE mayor sobre los lectores. Dc todos mo ción de un producto (“copy-the-pro VIRUS OF THE MIND. THE NEW SCIENCE OF THE MEME. Seattle: Integral Press, dos, ci libro de Brodie es simplemente duct”) y los fundados en Ia difusión de 1996. ISBN 0-9636001-1-7. eso: una introducción a Ia ciencia de los instrucciones (“copy-the-instructions”). A. LYNCH memes. En el primer caso lo que se replica es THOUGHT CONTAGION. How BELIEF SPREADS THROUGH SOCIETY. Nueva York: Basic En Thought Contagion, ci ffsico idea, objeto o concepciOn. Se “copia ci Books, 1996. ISBN 0-465-08466-4. Aaron Lynch, despues de una introduc producto” cuando una persona tararea Ia S. BLACKMORE ción dedicada a las liamadas “self-propa mtisica pegadiza de un spot que ha escu THE MEME MACHINE. NUeva York: Oxford University Press, 2000. ISBN 0-19- gating ideas”, traza un mapa de las rela chado en Ia television o cuando comien 286212-X. ciones entre memética y otros campos za a vestirse como su actor preferido. En del saber cientifico. El paso siguiente es e1 segundo caso lo que se transmite son MODAS CULTURALES da en los años setenta o ci piercing en los obligado: demostrar Ia validez del mode las “instrucciones” que permiten crear ci noventa) pueden ser considerados me lo memético en diferentes espacios cul producto: una receta de cocina que pasa En los áltimos años se ha verifica mes. Como se puede observar, bajo el turales como Ia diflisión de las prácticas de madre a hija o una partitura que un do un gran interés cientifico por los pro concepto de “meme” se encierran fenó religiosas, la transferencia de padres a hi mtisico fotocopia de otro. cesos de contagio, moda o difusión cul menos muy diferentes entre si, desde los jos de los roles familiares y los tabiies (y PodrIa decirse que Ia primera for- tural. El hito indiscutible de ese nuevo virus informáricos hasta las primeras no libertades) sexuales en la sociedad con ma de transmisión está sometida a las Ic- campo de estudio ilamado memética es, tas de Ia Quinta Sinfonia de Beethoven, temporánea. Fiel a Ia metáfora biologica, yes de Ia semiosis ilimitada: a medida sin duda, ci libro de, Richard Dawkins pasando por los rumores financieros que Aaron Lynch recupera conceptos del que pasa de un sujeto a otro ci meme The Selfish Gene (1976), una obra funda corren en Wall Street o Ia receta para universo discursivo evolucionista y los evoluciona, se va modificando y se une a cional donde ci biologo presenta su teo preparar un guiso de lentejas. Si hace tres propone en dave cultural, generando a otros memes formando grupos comple rIa de Ia evolución basada en Ia noción décadas todo era signo, hoy todo parece veces un extraño escozor en los oldos jos (“memeplexes”). Al propagar las ins de competencia entre genes. En el tIlti ser meme. acostumbrados a las voces semiOticas trucciones, la segunda forma de diftisiOn mo capItulo ci autor propone extender La ciendia de los memes se ha cx (por ejemplo cuando Lynch propone el garantiza Ia “fidelidad” del meme. Sin su teorla a la evolución cultural e intro tendido a la velocidad del meme. Entre concepto de “ideosphere”). embargo, concluye Susan Blackmore, en duce ci concepto de “meme”. toda Ia ensayIstica memética, algunas Más interesante resulta Ia obra de Ia propagación de los memes se combi Qué es un meme? Segán Daw obras se han destacado por su simplici Susan Blackmore The Meme Machine. nan ambas formas de transmisión. kins, un meme es Ia unidad minima de dad y otras pot sus. planteos hasta cierto En este caso Ia autora aplica ci modelo Mis que un territorio especIflco transmisión cultural. El meme pertenece punto innovadores. Entre las primeras se memético a cuestiones tan heterogeneas del universo cientifIco, Ia memética se a Ia dimension del contagio, Ia propaga puede nombrar ci best seller de Richard como ci origen del lenguaje humano, ci presenta como una perspectiva o dave dOn y la infecciOn. El Oxford English Brodie Virus ofthe Mind, un libro que se volumen alcanzado por el cerebro huma de lectura aplicabie a cualquier fenOme Dictionary lo define como “an element encarga de presentar —en manera simple no, ci altruismo o Ia difusión de Ia ideo no cultural. La memética puede set con of a culture that many be considered to y a través de frases contundentes, casi logIa New Age. Todos estos fenOmenos y siderada una neociencia impertinente e be passed on by non-genetic means, “meméticas”— este nuevo paradigma procesos, obviamente, son atribuibles a imperialista que, a través de Ia aplicaciOn specially imitation”. La esencia del me cientIfico capaz de ofrecer una solución la lOgica de los memes: si un meme pue indiscriminada de Ia metáfora del conta me es Ia replicaciOn. Cualquier idea, mo i.inica a fenOmenos tan disImiles como Ia de reproducirse y difundirse, explica Ia gio y de Ia evoluciOn genética, puede lie da o concepción que pasa de una perso difusiOn de las religiones o la propaga autora, lo hará. gar a invadir y fagocitar cualquier Otto na a otra por imitaciOn —mis aliá de su ción de las supersticiones. Segiin Brodie, Susan Blackrnore introduce alga campo del saber cientIfico. utilidad o función social— es un meme. el libro podria haberse titulado Introduc nos conceptos interesantes desde una ,Es posible un dialogo entre Ia Una nueva idea cientffica, una canciOn tion to Memetics, pero Ia idea de “virus perspectiva semiOtica, como Ia distinciOn semiOtica y Ia memética? La reflexión se pegadiza o una moda (como la minifal mental” poseIa un poder de atracción entre los memes basados en Ia reproduc miOtica sobre Ia “propagaciOn de Ia pala 318 I deSignis 1 deSignis 1 319 bra” (Fabbri-Pezzini 1998) o Ia aplica además, podria ilevar un poco de orden Ia vocaciOn empirica de Ia semiótica, ha Roberto Grandi, en cambio, se in ción de Ia metáfora del contagio en ci a un campo donde se hace sentir la falta ya indicado dos grandes e inmediatas terroga sobre las relaciones ernie marke análisis de los rumores de guerra (pot de una taxonomia —hay memes y me obligaciones: ofrecer modelos adecuados ting y semiOtica, particuiarmente en ejemplo, Ia hipótesis “siddsica” de Ia in mes— y Ia confusiOn tiende a reinar: no y aplicables a textos diversos, pero tam lación con Ia problemática de Ia cultura formación en Escudero, 1996) hace pre todo es meme. bién mostrar (y demostrar) su gran capa de empresas, indicando algunas areas en suponer Ia existencia de algunas zonas de cidad descriptiva. las cuales Ia semiótica puede dat su apor mutuo interés. Sin embargo, estamos en REFERENCIAS BIBLIOCRAFICAS En efecto, uno de los valores del te. La semiOtica puede intervenir en los presencia de dos maneras muy diferentes libro es precisamente el esfuerzo por principios fundamentales del marketing, de tratar Ia circulacidn del sentido: de DAWKINS, R. (1976 [1990]) The Sel ofrecer modelos y delinear posibles am por ejemplo en Ia profundizaciOn del frente a Ia universalidad reivindicada por fish Gene. Nueva York: Oxford Uni bitos de aplicaciOn de Ia semiOtica. Estos concepto de valor, y estudiar las dinámi los teóricos de Ia memética a Ia impu versity —y Press. ensayos no son sOlo “aplicaciones” de Ia cas del proceso de negociación a partir nidad con que muchas veces aplican Ia ESCUDERO, L. (1996) Malvinas: el semiótica en el campo de Ia comunica de los cuales esos valores se originan. metáfora virósica o evolucionista a los fe Gran Relata. Barcelona: Gedisa. ciOn promocional y Ia construcciOn de Otras areas en las que Ia semi&ica puede nómenos culturales—, Ia semiótica ofrece FABBRI, P. y PEZZJNI, I. (eds.) (1998) imagen, ni siquiera puros ejercicios teó intervenir son, segün Grandi, los probie al investigador una serie de instrumentos “Voci e Rumori: Ia Propagazione della ricos, ya que los autores (manteniendo mas de La organización (Ia problemática sof’isticados para la comprcnsión de al parola”, Revista “VS”79. Milan: Born una variedad de enfoques teóricos y de Ia cultura organizativa), Ia definiciOn de gunos tipos de memes y, sobre todo, de piani. metodologicos) se colocan todos en una Ia corporate identity y la identidad cultu sus procesos de difusión. Una mirada Se óptica proyectual: elaboran modelos, ral de Ia empresa, Ia IntegratedMarketing miótica de los fendmenos meméticos, Car/os A. Scolari proponen hipOtesis operativas y meto Communication. En manera no tan leja doiogIas de análisis —con el deseo de que na, Maria Pia Pozzato reflexiona sobre puedan ser replicables— e indican posi ci uso del medio televisivo y el efecto en el bies lIneas de investigaciOn, campos de espectador, delineando un modelo ope GUIDO FERRARO (ED.) aplicación, modos (no recetas, por favor) rativo de análisis de los textos televisivos L’EMPORIO DCI SEGNI. Roma: Meltemi, 1998, 216 pp. ISBN 86479-49-2. de utilización de Ia semiOtica en el ámbi que indica como momentos preferen to empresarial, mostrando su capacidad ciales de intervenciOn semiOtica ci “nivel El tItulo de este libro, L’emporio logos, packaging, tapas de libros, televi para describir textos y situaciones. ético precedente” (livello etico a monte), dei segni, es un evidente reenvIo al bart sión, problemas de corporate image y de Este es ci caso del trabajo de Gui- el análisis del talk, la performatividad re hesiano L’empire des signes. Un juego de marketing). No se trata de objetos de do Ferraro que abre el volumen, en ci presentada del priblico, Ia individuación palabras, cierto, pero también un home tudio nuevos para Ia semiótica, Ia cual en cual ci autor, a partir de los datos dc Ia de los páblicos modelo y ci análisis cua naje a quien —pot primera vez— ha apli los aflos recientes ha sido frecuentemen investigaciOn “empIrica” pero también litativo de los cuestionarios propuestos a cado la ciencia de los signos a! lenguaje te utilizada en las investigaciones de tipo de los estudios narratolOgicos, indivi los espectadores teaks.
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