The document discusses the rise of internet memes and how they have changed culture. It explains that new technologies have made content creation, production, and broadcasting easy and accessible to everyone. Memes, which are ideas or behaviors spread through non-genetic means, have proliferated online in countless variations taking any possible digital form. Examples like "Not Bad Obama" demonstrate how memes can emerge from current events and spread virally with many derivatives in a short time, becoming a genuine part of mass culture.
2. Meet the
MEMES
They’re everywhere on
the Internet.
Especially where you least
expect them.
(here, for example)
RAGEAGAINST THE MAINSTREAM - MEME :CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU MÈME So Cult &
So Cult &
3. This is a
NYAN CAT
100 MILLION
views on Youtube
since April 2011
Media sale equivalent:
5 MILLION €*
*Cost-Per-View: 0,05 euros
Find out more about Nyan Cat...
RAGE AGAINST THETHE MAINSTREAM :CULTURE
RAGEAGAINST THE MAINSTREAM -- MEME CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
4. “4CHAN IS GROUND ZERO OF
A NEW GENERATION
OF HACKERS, MEME
THOSE WHO is
ARE BENT ON HACKING HACKING
the attention
THE ATTENTION ECONOMY.” economy.
danah boyd sdf
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
5. The layman
might not grasp
the usefulness of
MEMES.
It’s possible.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult & (là, par exemple)
So Cult &
6. BACKGROUND
NOISE
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
7. What if this permanent
background noise was
the reflection of a
GENUINE
CULTURE
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
8. Breathe here.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
9. Being stupid
has always
been cool.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
10. Caricature and parody
have always existed.
(it helps amuse your friends)
HELLO # TROLL
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
11. Being stupid is
easy...
You just have to
dare.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
12. Given that humans
love to share and
laugh together.
(we put kittens instead of humans
because kittens are cute)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
13. Laughing together
at stupid things
is the best way
to create social ties.
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
14. Except in the past,
we only shared our
stupid and mean jokes
with those close to us.
(a.k.a. the LULZ)
«Lulz is the one good reason to do
anything, from trolling to rape. After
every action taken, you must make
the epilogic dubious disclaimer: "I
did it for the lulz".»
Source : Urban Dictionary
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
15. Then came the
INTERNET
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
16. The popularization of
NEW
TECHNOLOGIES
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
17. The creation of content
became easy.
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE@aubreykake
Copyright DU MÈME So Cult &
So Cult &
18. And so did the
production of
content.
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME
http://photojojo.com/store/awesomeness/iphone-telephoto-lens/ So Cult &
So Cult &
19. And its broadcast...
one click
=
a potential
global audience
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
20. In the past, it was:
creation
production
broadcast
It was the privilege of those
who were capable.
The others watched.
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME
RAGE AGAINST THE MAINSTREAM - MEME CULTURE So Cult &
So Cult &
21. Creation
Production
Broadcast
The three entrance
gates gave way.
RAGE AGAINST THE THE MAINSTREAMCULTURE
RAGEAGAINST THEMAINSTREAM - -MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE DU MÈME So Cult &
So Cult &
22. Free creation
Free production
Free broadcast
+ Social Media
Broadcast in real time
and on a worldwide
playground.
Fresco hand-drawn by Cyril Rimbaud
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
23. Free creation
Free production
Free broadcast
+ Social Media
X
LULZ
=
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
24. RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
25. Memes?
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
26. EPIC WIN !
hihihi
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
27. OK.
But what is a meme?
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
28. A meme is
“a cultural entity or
behavior transmitted
from one person to
another by imitation or
by any other non-genetic
means”
Richard Dawkins’
definition -1972.
(That’s him. He’s very serious,)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
29. Meme is:
a concept
an idea
a behavior
... countless variations.
AN EXAMPLE: THE RICKROLL
“Did you know?”: “rickrolling” (tricking
someone by leading him/her towards a Rick
Astley video via a link seemingly relevant to
the topic at hand) comes from “duckroll”,
which was invented by the waggish members
of 4chan.
(it’s the same principle but with a photo of a
duck on wheels)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
30. Meme is:
a concept
an idea
a behaviour
...countless variations.
ANOTHER EXAMPLE: THE GODWIN LAW
Godwin’s law: “As an online
discussion grows longer, the
probablility of a comparison involving
Nazis or Hitler approaches 1.” (Mike
Godwin)
The Godwin Law is now popular offline
as well as online (social media).
small crochet Hitler:
http://lealamiss.blogspot.fr
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
31. Memes can adapt
to all formats
available on the Internet
(or elsewhere):
photo
video
text
audio
...and a thousand other formats
that we haven’t heard of yet.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
32. Memes can take any
shape or form.
It doesn’t matter..
What counts is the
ATTITUDE
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
33. A catchy concrete
American example
to help
you understand.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
34. This is how it
begins…
An event linked to:
A current event
A celebrity
A triggering factor
May 26th 2011:
The Telegraph’s «Picture of the Day».
President Barack Obama and his wife Michelle, on
a state visit to London, react as the car carrying
Queen Elizabeth arrives. The photograph was
taken by a Reuters photojournalist.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
35. Later that day came:
NOT
BAD
OBAMA
a comic strip posted on
the Reddit platform
creation time:
approximately
1mn30
(ok, maybe 5 mn if you count *le photoshopping*)
Source: Know Your Meme
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
36. NOT
BAD
OBAMA
A hundred spontaneous
variations were submitted
in the next few days,
while the original
«not bad Obama»
continued its career.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
37. NOT
BAD
OBAMA
an underground
epiphenomenon
which has become
a mass LOL
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
38. Better still:
On August 26th 2012
Barack Obama
visited Reddit
(source of the
Not Bad Meme)
for a 30 minute AMA...
“AMA” = “Ask Me Anything”:
A Reddit forum.
(Individuals connect to the platform
and host their own Q&A sessions.)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
39. Obama concluded
his AMA with
these words:
...What I think
about this whole
reddit experience -
NOT BAD!
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
40. Here is what you’ll find if you google: “not bad meme” in 2012
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
41. A concept
An idea
A behaviour
An attitude
OK
What else?
A
MEME
CULTURE
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
42. Culture:
In the sociological field, a
culture consists of the
beliefs, activities and
practices common to the
members of a particular
group or society.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
43. Creating memes
means drawing on
common internet
knowledge.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
44. Meme production is
based on a range
of activities from
digital culture.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
45. Broadcasting memes
means taking part in a
series of internet pratices
(lulz, hacking, sharing...).
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
46. Common knowledge
Common activities
Common pratices
MEME
CULTURE
...consequently,
this is a cultural object.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
47. MEME
CULTURE
A meme is an
IDENTITY
MARKER
specific to a community and
proving one belongs to this
community.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
48. MEME
CULTURE
A meme is a
STATUTORY
MARKER
that distinguishes an
insider from a layman.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
49. Let’s take a look
at the
INNER
WORKINGS
of a
MEME
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
50. The
INNER
WORKINGS
of a
MEME
CUSTOMIZATION
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
51. The
INNER
WORKINGS
of a
MEME
CONTEXTUALIZATION
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
52. The
INNER
WORKINGS
of a
MEME
REPRODUCTION
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
53. The
INNER
WORKINGS
of a
MEME
POPULARIZATION
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
54. This is a
TROLLFACE
A simple MS Paint drawing
posted in 2008 on Deviantart. It has
become the universal symbol of trolling.
What Google says about
Trollface :
Monthly search «troll face» or «trollface» (World): 2 323 000
Historically, "trolling" designates a malicious behavior with
the primary intent of provoking readers into an emotional
response...
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
55. IDENTITY MARKER
+ CUSTOMIZATION REPRODUCTION CONTEXTUALIZATION POPULARIZATION
STATUTORY MARKER
2008 2009 2010 2011 2012
RESONANCE AND INVESTMENT SHIFTING CONTEXT
I CAN PLAY TOO CURATORS MEMETIC RESIDUE
STIMULATION IN STREAM
Inspiration: Internet Memes Explained Through Hipster Ariel by clearfx87
RAGE AGAINST THETHE MAINSTREAM CULTURE MÈME DU MÈME
RAGE AGAINST THE MAINSTREAM -- MEME :CULTURE
RAGE AGAINST MAINSTREAM : LA CULTURE DU
MEME LA CULTURE So Cult &
So Cult &
56. CAN BRANDS
PENETRATE THE
MEME
WORLD
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
57. For a brand, entering
the digital market
is like opening a toy box,
but it also means facing
the attacks of an expert
audience.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
58. Awkwardly taking over an
existing field of expression
means running
the risk of rejection.
And ridicule.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
59. On the Internet,
brands need their
audience.
But does the
audience
need brands
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
60. MEMES
instantly grab the
attention of the toughest
audience.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
61. Their similarities:
SCORN
CYNISM
ANTI-CONFORMISM
ANTI-BULLSHIT
... and an
incredible ability
to decode “brand talk”.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
62. Ok. What next?
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
63. STAY HUMBLE
A brand cannot
take possession of
a meme.
The meme
precedes the brand.
Opposite,
the Wonderful Pistachios Keyboard Cat
(2010 / 1,9 million views on Youtube)
inspired by the original Keyboard Cat
(2007 / 26 million views on Youtube)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
64. YOU CAN’T
PLEASE
EVERYONE
DEAL WITH IT
Memes often divide.
It’s one of their driving force.
IDENTITY STATUTORY
MARKER MARKER
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
65. Skittles on Twitter :
PLAY YOUR
PART
On the Internet, a brand is a
Joaquin Phoenix acting «Bitch, Please.»
(Venise Mostra 2012) character. It is pointless to
change it entirely in order to
enter a community.
No one will buy it.
It is better to engage in a dialogue
with the targeted communities on
fields that are compatible with the
brand’s editorial DNA...
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
66. BREAK AWAY
FROM YOUR
BRAND
PLATFORM
It’s a good idea, but only
if you don’t have a brand platform...
When Vitautas, obscure Lithuanian
mineral water, draws on digital
VItautas Mineral Water Video
culture for its now cult video,
the brand has nothing to lose.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
67. PLAY BY THE RULES
(OR LACK OF)
A ‘detournement’
can become a KPI.
(admittedly going against copyright...)
Dos Equis Beer made an excellent advert, which
unintentionally became a popular meme:
“The most interesting man in the world”
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
68. IN
A NUTSHELL
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
69. STAY HUMBLE
YOU CAN’T PLEASE EVERYONE - DEAL WITH IT
PLAY YOUR PART
BREAK AWAY FROM YOUR BRAND
PLATFORM
(YES, BUT MOSTLY NO)
PLAY BY THE RULES
(OR LACK OF)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
70. RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
71. The future of
MEMES
Can they become cult enough
to go down IRL history?
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
72. Memes do not limit
themselves to
digital media.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
73. Created on the Internet,
memes enter the real
world as cultural objects...
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
74. ... and become
a popular art.
Incidentally,
it is an art that trolls itself.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
75. Rage Faces
become
arty pop
icons
... like Warhol’s
Marilyn
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
76. Memetization
is potentially
infinite.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
77. Whatever trouble,
whatever flaw,
whatever screw-up,
it can be exploited.
The subjects of memes
are infinite.
A meme
can even
be about
a meme.
Let us
show you a
metameme!
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
78. Easy creation
Easy production
Easy broadcast
Infinite variations
Immediate buzz
In the attention economy,
memes represent a
tremendous threat
to all content editors.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
79. ... they have a major
competitive
advantage:
they don’t give a
damn about
copyright.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
80. MEMES : HACKING THE ATTENTION ECONOMY SINCE 2000.
Star Wars Kid (2002)
Lying Down Game (2000) Wii Fit Girl (2008)
Chocolate Rain (2007)
Technovicking (2007) Rage Guy (2008) Trololo (2009)
Dramatic Chipmunk (2007)
Bed intruder (2010) Condescending Wonka (2011)
Scumbag Steve (2011) Owling (2011)
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
81. MEME is
HACKING
the attention
economy.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
82. There’s
NO
REASON
why it should
ever stop.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
83. Thank you for your attention.
RAGE AGAINST THE THE MAINSTREAMCULTURE MÈME DU MÈME
RAGEAGAINST THEMAINSTREAM - :-MEME :CULTURE
RAGE AGAINST MAINSTREAM MEME LA CULTURE
RAGE AGAINST THE MAINSTREAM LA CULTURE DU So Cult &
So Cult &
84. To find out more:
Audience profiles
Detailed case studies
Personal recommendations
Contact us.
85. Brand persona, brand content, social & Curiouser helps companies adapt to
digital storytelling: So/Cult assists brands digital media, via assessments,
and content editors who wish to meet the strategic workshops and training..
challenges of the attention economy.
www.socult.net www.curiouser.fr
us@socult.net contact@curiouser.fr
Twitter: @so_cult Twitter: @curiousers
86. To get a copy of this
presentation,
Click here.