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Language supported English United States. Meme accounts are often accused of stealing content from creators without giving proper credit. Elliot Trebele, the creator of a still-active meme page, was forced to apologize last year. The alleged violations included attempts to buy and sell accounts and attempts to improperly obtain usernames. The purge has cost some users thousands of dollars. He made the money through selling shoutouts: Users looking to grow their pages paid Ben to promote those pages on his account.
He did not think it would last forever, however. Ben saved most of the money he earned from his page, but is now looking for another source of income.
Compared to some, Ben was small potatoes. For instance, the U. If the desire is to have a voice, to spark change, or to express oneself and their opinion every person now has a medium to do so. By exploiting the needs and heuristics of target audiences the creators of memes, particularly those with malevolent intentions, can expand their reach across the globe and create tribal groups without the necessity of people actually being in a geographic location.
These realms may only need a single act of meaning-attribution to a person, group, or idea to set in motion the gears of Othering Guttormsen, , p. Once the gears have been set in motion it raises the possibility of subjecting itself to the aforementioned cognitive biases resulting in the sharing of flawed information via internet memes; perhaps further distancing groups viewed through polarizing lenses.
The following section briefly displays several notable examples of how these strategies have played out in the real world. The use of internet memes to try and alter the thoughts and actions of people has become better documented over the past decade.
This section is devoted to several real-world examples of internet memes at use, by both States and individuals. One of the most studied instances is in relation to the Internet Research Agency hereafter IRA and their role in cyber influence operations.
It should be noted due to the vast amount of research available for each respective example the following selection of real-world actions given are intentionally succinct and meant to be a cursory gander at how internet memes have been used in the real-world.
In , alone the IRA generated or repurposed over , memes on Facebook and Instagram with millions of user interactions across platforms focused on the organic communities they had created over time DiResta et al.
Each page operated by the IRA was specifically tailored to targeted audiences focusing on polarizing issues, public figures, and identity DiResta et al. Religious, minority, and political groups were heavily targeted for their ability to create echo chambers. In order to increase the number of potential users viewing their content these pages would initially rely heavily on internet memes focused on humor to create organic interactions. One popular meme, focusing on masturbation, was made and remixed multiple times and initially shared via Facebook and Instagram.
This meme utilized a real-world issue in conjunction with a sexual pun leading to content being shared by its targeted and non-targeted audience alike DiResta et al.
By doing so it increased the likelihood of reaching targeted audiences via non-targeted audience participation; furthering their purpose in the long run by increasing interactions and page visibility. Figure 4. Liberal Logic Meme vs. The dense modality of their memes aided in the viral spread by pandering to their target audience via reinforcement of views, interaction by those criticizing them, or people who simply found them funny. All of which aided in their organic spread helping to increase the anonymity of their origin and their opaque goals.
The continued use of such tactics hints that those creating and using them are finding them useful to their purposes. Through the use of the aforementioned cognitive biases as well as other strategies the IRA created a definite footprint on the internet and digital culture.
Their data suggests that Sanader's public opinion went from neutral to positive in news broadcasts following the satirical-meme initiative. Piata found similar results in the Greek elections of Through the use of metaphor and humor both political parties utilized social media and memes as tools of [de]legitimization Piata, , p. Using the popularity bias implicit in their respective messages nabufested in increased communication between targeted and non-targeted audiences. Corporations have also been subject to the attacks of individuals and groups via internet memes.
Ross and Rivers, highlighting the work of Davis et al. Remixing a company's advertisement campaign to display irony was a novel approach to internet meme information dissemination; taking the power away from a large corporation and placing it in the hands of those concerned with various social and environmental issues.
This meme series also created the foundation necessary for Othering and delegitimization of the corporation by playing with the catchiness and repeatability allowing the memes greater likelihood of dispersal among targeted and non-targeted audiences. This trend continues today and can be seen being created and disseminated by individuals in regards to the COVID pandemic. Much like any other large socially relevant event the COVID pandemic has created an assemblage of memes revolving around it.
Many memes being produced focus on the humor or puerile attempts of people to be prepared for social distancing, protecting themselves, or panic buying. One example from Covid Archive, but originating Facebook, uses a screen shot from Twitter featuring the popular computer game Oregon Trail depicting an ox pulling a wagon that looks like a roll of toilet paper.
This particular meme pays tribute to a game initially created to educate people about the hardships faced by those traveling the length of the country in the 1, s. Furthermore, it makes it contemporary by including the toilet paper imagery, highlighting the absurdity of the toilet paper hoarding phenomenon of early , and commenting on the power of fear to inspire action within a populace.
This meme appears intent on utilizing humor to point out the absurd rather than a call to action. Though other memes have begun ideological Othering tactics.
Figure 5. PsyWar Leaflet Archive - J-1 Another example shines a spotlight on the aforementioned tactics and strategies of memes and their counter-memes. In mid, memes began appearing across social platforms including, but not limited to, Reddit, Facebook, 9gag, and Twitter memes depicting opposing viewpoints about Dr.
Anthony Stephen Fauci and Dr. The memes mimic and remix each other in multiple iterations underscoring the various [de]legitimizing characteristics of each for their targeted audiences. On the other hand, Dr. Fauci is painted in a malevolent light positioned on the right leading the reader to be lead into the claims about Dr. Fauci only after seeing Dr.
Furthermore, one more example of audience targeting enters the claims against Dr. Note the reversal of the photos Fauci is now on the right and Dr. These two examples are a brilliant display of the mirroring capacity of memes and counter-memes and their aforementioned targeting strategies at work. Each specific meme is targeted for their intended audience, utilizes modality to convey layered meaning, utilizes contemporary culture and society as a reference point, is up to date with the current news cycle of information that meme consumers will most likely be familiar with, and helps to solidify the tribal bonds and their implicit heuristics.
Memes based around this archetype typically use a zoomed in photo of President Trump's notes at a press conference. His left hand is visible appearing to be saving the line in which he is reading from. This screen shot was, shared on social media as well as in traditional media mediums, remixed across media platforms, and has become a popular referential phrase in the social consciousness.
Unlike its analog predecessor such massive distribution and rhetorical effect could only be dream of for the propagandists creating aerial leaflet propaganda in the past and present theaters of their dispersal. The usage of the phrase has created a dynamic labeling the virus and its origins as a way to personify it as a foreign impurity and allows those affected globally their to focus their collective angst toward.
The meme acts as another method of dissemination along with other forms of medias. Although the virus does indeed appear to have originated in Wuhan, China the effects of such rhetoric are felt by Asian-Americans. Although there was no direct call to action based on the meme and interactions may be coincidental, the effects of the meme on rhetoric within the social consciousness are verifiable. This particular meme archetype could be used for further research opportunities in exploring correlations between trending internet memes and real-world interactions.
As the virus runs its course and people continue to react internet memes will indubitably play a part in the public perception and reaction to COVID and any further large scale events. Relatively cheap computing power and the Internet have led to the great collection of peoples cast under the banner of a globalized humanity having greater access and agency among each other than any previous time in history. Despite the great possibilities of such technology the same tools that have found success in bridging the gaps between differing peoples and cultures have evolved to fit the times.
Tribalism, in the various forms it takes, still remains as part of the human condition and there are individuals, corporations, and state affiliated actors willing and able to maliciously exploit the newly found bridges between differing peoples. Internet memes have become the digital successor of leaflet propaganda and look to be the first digital version in the evolutionary sequence of things to come.
Their ability to harness viral modality, prey upon heuristics and cognitive biases, and be exploited by corporations, nations, political parties, and individuals alike changes the historical power dynamic.
In some ways internet memes level the playing field and in others they open the door for an era of mass digital manipulation. This article has highlighted the facets of memes as the digital modern leaflet propaganda, but while in doing so a number of research possibilities have been discovered. More contemporary academic research into the role and effectiveness of contemporary aerial leaflet propaganda in the digital age is sparse. This opens lanes of research that prior scholars not competing with the dispersal properties of the internet could not have had insight into.
There is also a dire need for further research into how [blatant] misinformation can be combatted by both platforms and individuals. Also, research into digital public reactions via internet memes during times of global panic could shed light on how and why people react to international stresses, particularly in areas of catharsis and personal empowerment. Furthermore, strategies to track viral memes across platforms could offer valuable insights into the collective digital consciousness of the twenty-first century.
Historically based tracing of the evolution of memes and their use of technology i. Unfortunately, due to the great wealth of data stored privately by social media companies and governments it appears to be nearly impossible to study these phenomena in real-time. As the techniques and targeting power of meme creators bent on goal orientated information dissemination, to alter the hearts and minds of people globally, the effective weapon of aerial leaflet propaganda has become potentially even more effective in its digital iteration the internet meme.
Perhaps for the time being its best to try to have a laugh at the times and share some internet memes. For now perhaps it is best to enjoy the laugh for the world of tomorrow may look back and find internet memes to be nothing to joke about. JN contributed to the design and implementation of the research topic, to the analysis of the results and writing of the manuscript.
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