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Memes in Alltag
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Session 0 · Memetics begins at home.Before Internet memes, before ideology, before theory: gestures, tunes, habits, rituals, phrases, drawings, interfaces and e
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Meme
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“A meme is whatever is copied from person to person.”— Susan Blackmore, working definitionFor today, let us start with this deliberately simple definition.
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Copied?
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Copying does not necessarily mean making an exact duplicate.You hear a joke.You remember the structure, forget several words, change a character......and tell i
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Two Worlds
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external expression → perception → internal reconstruction → expressionA meme can appear outside us: as sound, gesture, image, text, object, ritual.It can be re
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A Word of Warning
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Memetics is a theory among other theories.Human culture can also be studied through psychology, anthropology, sociology, cultural evolution, semiotics, media th
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Not Everything That Spreads Is a Meme
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A virus spreads. That does not make it a cultural meme.Genes are copied. That does not make them memes.You discover by yourself that fire is hot. No person-to-p
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Where Is the Meme?
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Is the meme the sentence?The idea expressed by the sentence?The memory in somebody's brain?The rule that allows the sentence to be reconstructed?The pattern dis
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Memethical Engineering
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Memethical engineering is the deliberate design, modification, and circulation of memes and memetic environments in accordance with explicit ethical goals.For e
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Engineering the Environment
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Memetic engineering asks: How can this spread?Memethical engineering must additionally ask: Should it spread?Who benefits?What disappears when it succeeds?Can p
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Memes in Alltag
Let us now temporarily leave theory behind.Look at ordinary life as a landscape of things passing from person to person.We will move from the smallest and faste
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1 · Contagion
😮 yawning😂 laughter (e.g. Tanganyika laughter epidemic of 1962)👏 applause / standing ovation👀 looking where everybody else is looking🌊 the stadium waveThese ar
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Experiment
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One person suddenly looks intensely at the ceiling.How many people look too?Did information pass?Was anything learned?Would you call it a meme?
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2 · Gestures
🤝 handshake ✋ high five 👊 fist bump ✌ peace sign 🫶 hand-heart air quotes 😘 kiss (hand ? cheek ? lips ?) nodding (vertical ? horizontal ?) A tiny movement can ca
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Gesture = Movement + Convention
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The physical movement alone is not enough.A raised thumb means something because other people already know how to interpret it.The same movement can mean differ
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3 · Rituals
🎂 birthday cake + candles + song + wish🥂 touching glasses before drinking🎆 counting down at New Year🪵 knocking on wood🤞 crossing fingers💰 throwing a coin into a
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The Elevator
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Enter.Turn around.Face the door.Avoid prolonged eye contact.Become strangely silent.Who taught us this?Many everyday conventions are acquired without an explic
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The Queue
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At the highest floor of the Eiffel Tower, there are two elevators facing each other. If human beings were fully rational beings, two equally long queues should
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4 · Words
“Actually...”“However...”“You know?”“At the end of the day...”euh… [øː] , bah ouiблядь, f*ck, vole ...Language is full of units which seem to "live their own l
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Catchphrases
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A phrase can detach itself from its original situation.It becomes reusable.People recognize it.They repeat it because others recognize it.Recognition itself can
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5 · Earworms
A melody enters through the ears.Hours later it is still playing internally.You hum it.Somebody else hears it.Now it may inhabit another mind.An earworm is almo
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Sound Memes
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nursery rhymesfootball chantsadvertising jinglesmelodies with changing lyricsTikTok audio fragments detached from their original contextThe carrier can change w
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6 · Drawings
♥ a heart that looks nothing like an anatomical heart★ a five-pointed star☀ a circle with rays🏠 a square house with a triangular roof💡 a light bulb meaning “ide
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The Cool S
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Who knows how to draw the “Cool S”?Who taught you?Where did you first see it?Do you know who invented it?Why did generations of schoolchildren reproduce it?A ne
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7 · Interface Memes
💾 floppy disk = save🔍 magnifying glass = search⚙ gear = settings🗑 bin = delete♥ heart = like☰ three lines = menuThe original object can disappear while its symb
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Memes Can Outlive Their World
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Many people click a floppy disk icon without ever having saved a file onto a floppy disk.The symbol has become detached from the technology that produced it.Its
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8 · Fashion
ripped jeansmulletsmoustachesCrocsrolling trouser legsparticular sneaker stylesblack clothing in particular creative milieusBodies become media.
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Fashion Evolves
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Someone adopts a style.Others notice it.Some imitate it.Some exaggerate it.Some reject it.Some revive an older version thirty years later.Replication produces v
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9 · Food & Household Knowledge
family recipessourdough starterscutting sandwiches diagonallyparticular ways of folding pizza“five-second rule”putting a wet phone into riceUseful, useless and
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Transmission ≠ Truth
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A meme does not have to be true to spread.It does not have to be useful.It does not have to benefit its host.It merely needs properties that allow further trans
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10 · Social Formats
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the elevator pitchbrainstorming with Post-itsthe agenda slidethe TED-style talk“three things I learned...”the Venn diagramthe iceberg diagramSometimes the meme
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11 · Internet Memes
image macrosreaction GIFs“POV:”“starter pack”“nobody: / absolutely nobody:”“tell me X without telling me X”“how it started / how it's going”The Internet did not
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Template + Variation
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Internet memes make one property especially visible:a stable template + many mutations.Distracted Boyfriend.Drake Hotline Bling.Woman Yelling at a Cat.The image
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12 · Stories & Rumours
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urban legendsschoolyard rumoursghost stories“a friend of a friend once...”life hacksfolk explanationsStories are compressed, reconstructed and altered every tim
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13 · Beliefs
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superstitionsstereotypesideas about successideas about beautyideas about what a “proper career” looks likeideas about how families, schools or workplaces should
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From Meme to Memeplex
Memes rarely live alone.They support, trigger and protect one another.A fashion includes clothes, vocabulary, gestures, music, places and identities.A professio
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Replication
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Something is encountered.Something is reconstructed.Something is expressed again.Another person encounters it.Replication does not require perfect duplication.
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Variation
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Misremember it.Translate it.Improve it.Simplify it.Exaggerate it.Parody it.Combine it with another meme.Every transmission is an opportunity for mutation.
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Selection
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Some variants disappear.Some are remembered.Some are repeated.Some fit a particular medium particularly well.Some become part of institutions and persist for ce
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What Makes a Meme Successful?
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easy to remember?easy to reproduce?emotionally intense?funny?useful?beautiful?shocking?socially rewarded?already familiar?And are these the same properties that
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The Memethical Question
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A communication system optimized only for replication may reward whatever replicates best.But the fastest-spreading cultural environment is not necessarily the
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Exercise · Find One
Think of one meme you encountered today.Not necessarily an Internet meme.Where did you encounter it?What was its external form?What did you reconstruct internal
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Exercise · Classify It
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gesture?ritual?phrase?melody?visual convention?interface convention?fashion?social script?story or belief?memeplex?Or perhaps: not a meme at all?
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Three Questions to Keep
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1. What is being copied?2. Why does this variant survive?3. What kind of cultural environment does its survival create?
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Memes in Alltag
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A handshake.A birthday song.A stupid little drawing in a school notebook.A phrase you suddenly notice yourself saying.A floppy disk that survived its floppy dis