In 1976, Richard Dawkins first used the term “meme” in his
book The Selfish Gene, defining it as
an idea, behavior, or style that spreads from person to person within a
culture. The internet has latched on to the idea of the meme with images,
videos, and even hashtags that appeal to many different audiences. It is hard
for me to go on Facebook or Twitter and not see a meme that somebody shared.
Scrolling through the texts with my friends, half of our conversations are
communicated through memes. With varied ideas and styles and vast amounts of
people to appeal to, memes are definitely becoming a new way to communicate
ideas and start conversations.
Memes are a popular way to communicate now because they make
things relatable for the audience. Putting an image or video clip in
conjunction with an idea or view point makes it easier for someone to
understand the idea. Most memes are humorous in a way that it makes light of a
situation that may be more serious, which in effect reminds the audience of the
importance of the issue that the meme represents. Some memes like the “Old
Economy Steve” or related ones reference the fact that life was easier in the “old
economy” 30-40 years ago, whereas today’s economy makes it difficult for some
college graduates to get a job. It takes on a humorous approach and then later
makes the audience focus on the real issue.
A recent commercial for the Truth anti-smoking campaign used
memes as a way to appeal to the college-aged audience and warn them of the
dangers of smoking. Using a variety of memes such as the overly attached
girlfriend, the “ermahgerd” girl, and a puking unicorn, they all conveyed the
message of “It’s a trap!”, in each memes context (overly attached girlfriend
represented the girls boyfriend’s ex or the ermahgerd girl holding rat traps) to the young people, making the point that even
social smoking is still smoking, and that it will trap you into smoking on a
regular basis. This is a good example of how a meme can appeal to a certain
audience when used in a certain context. In this case it was to promote the
dangers of smoking to the 18-25 age range. This also helps make the case for
how memes have taken over how we communicate. The developers obviously
understood that college students are familiar with memes in means of
communication and that it is an effective way to make a point to them.
Overall, memes have allowed us to communicate in a variety of contexts and relate ideas to one another, while having either a broad appeal or targeting a specific audience.
http://www.wired.co.uk/news/archive/2013-06/20/richard-dawkins-memes
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