Using memetics to better understand unstructured data. In particular replication, trends and influence.

1. getting the best information from unstructured data
MEMES AND OTHER THOUGHTS

2. DEFINITIONS - MEME
 Mimeme (or Meme) is a unit of cultural transmission,
or imitation and replication and analogous to genes in that it
requires humans to replicate. Memes can be subject to
change through variation, mutation, competition and or
inheritance.
 Examples: tunes, ideas, catch-phrases, clothes fashion,
ways of making pots or building arches (Richard Dawkins)
 Complex Meme - set of connected memes that carry a
single thought object – somewhat akin to German language
constructions – Autobahnraststätte = car-road-rest-station or
highway service station

3. NEW DEFINITION - MEME
 Mimeme (or Meme) - a unit of thought that can be
acquired through acute observation (rare) or cultural
transmission (education, publication, broadcast). Like genes
and alleles memes require a complementary unit (alleme)
for replication. Replication can be simple imitation or
depending on the alleme(s) a mutation, variation,
redefinition or augmentation of the original meme or meme
complex.
 Meme Storage Life – Humans can store 1,000,000s
of memes and the associated complementary units in
memory, depending on strength and use of mental muscle.
It is possible that less exercised brain remembers alleme
over meme.

4. NEW DEFINITIONS - ALLEME
 Alleme – similar to alleles in genetics, memes need
partner(s) to build a chromosomal pair for transmission. Allemes
provide the cultural and mutable information that helps make
memes consumable. Can be direct or indirect (ie
intended/unintended)
 Examples – Tone, color, cultural disposition, time, source
pedigree, freshness
 Complex Alleme - set of connected allemes that carry
multiple inferences that can be applied to single of complex
memes
 Examples – LMAO, fundamentalist, groovy (compare your
parent saying this versus Austin Powers)

5. PENCIL - A MEMETIC ILLUSTRATION
The word “pencil” appears every other second on Twitter
Cumberland
and Pencil skirt
Lakeland
top UK
brand
Steinbeck
Pen – from Yellow
Cumbrian and Dahl
Latin Penna pencils top “Pencil thin”
products = only write in
= a feather US brand
high quality pencil
Yellow UK + DE Pencil
Grey Knotts Pen-cil or ban export “Pencil in” =
represents sketch or
mine in UK Bleistift = of pencils to make an
Austrian notes =
only solid Lead Pen France appointment
flag/ orient rough copy
deposit (Napoleonic
war)
Originally Austrian Graphite
Graphite called Kohinor from Greek Cedar
thought to plumbago pencil = v grapho to provides best
contain lead Latin: lead high quality draw/write casing
Round pencils
Graphite Graphite Needs casing Graphite clay Ubiquitous Revisable with
easy to
makes marks breaks easily as protection compound writing eraser tip
sharpen
Memes Allemes

6. INNOVATION AND MEMES
Innovation occurs when a Peanut
Chocolate
Butter
meme or complex meme is
improved either through Peanut
evolution (one plus-ing ) or by Butter
its juxtaposition to new and Smooth
complementary meme(s) Peanut
Butter
Innovation occurs similarly So simple
with allemes. Did the
a caveman
caveman
invent fire?
can do it.
Can Geico
Innovation of Meme/Alleme save you
hybrids occurs on evolving 15% on car
Did little
insurance?
structures, but new meme piggy cry Geico commercials
“wee wee
complexes may need new wee’ all the 2009-2012
way home?
alleme companions.
Memes Allemes

7. NEW DEFINITIONS – CONTINUED
 Anallemic – the closest description to pure thought (e.g.
the smallest particle of matter is an atom – Democritus 700
BC) Anallemic memes are devoid of the color and cultural
spin of allemes. These memes may also be regarded as
principles or fundamental truths.
 Oballemic – memes that are fully obscured by allemes,
e.g. sugar water – Pepsi offers free song downloads on
Twitter or the medium is the message. Marshall McLuhan
also said, “A point of view can be a dangerous luxury when
substituted for insight and understanding”.

8. NEW DEFINITIONS - INFLUENCE
 Influence – an alleme or set of allemes that excite the
replication and transmission of memes/allemes positively or
negatively.
 Influence Graph – the degree of influence the transmitter
contributes to the replication and retransmission of memes. The
degree depends on pedigree (i.e. bloodline of authority), as well
as tone, context and timing . However a strong influencer in the
replication chain enables non-influencers to experience vicarious
authority.
 Influence Factors - authority is just one factor, other
allemic factors include celebrity, humor, sensationalism, gossip,
partisanship ……