New Meme Culture

In their take on meme culture, Michelle Knobel and Colin Lankshear propose that modern cultural memes rely on three essential principles for viability: Fidelity, fecundity, and longevity. Fidelity pertains to the quality of the meme, which allows it to be readily passed along. Fecundity is the rate that a meme is copied and spread. Longevity refers to the ability for a meme to stay current for a long time; some memes even cycle through periods of extreme popularity and periods of dormancy. Knobel and Lankshear assert that in the online world, fidelity and fecundity have been replaced by replicability and susceptibility, respectively.

In popular culture, memes are appropriations of the word itself to describe certain phenomena. In other words, people on the internet that create these patterns of cultural information are successful in doing so because of the audience's presumed knowledge, albeit shallow, of memes. The assumption that a person viewing a meme, to some extent, understands some of the theorized concepts of memetics may have held true a decade ago or even 5 years ago. However, this is not entirely the case today.

Memes today still possess the three principles and there are some people, in some online communities, that create memes which rely on a certain understanding and level of digital literacy that the lay audience may lack. So, while the criteria for meme production has not changed, it seems that the audience's perspectives have. Online memes today almost solely require an understanding of its cultural implications: Memes today are one big inside joke. Some are universal across the web, while others are specific to some communities. This is primarily the reason for the shift toward still photos of various popular characters with captions, as well as moving pictures.

The meme on the left is an image of Kobe Bryant, an accomplished NBA player and athlete. During the peak of his career on the Los Angeles Lakers, he gained a reputation for not exactly being the team player. Bryant was (and still is) compared to some of the great basketball players such as Michael Jordan, and he strived for glory on and off the court, often opting to go for ambitious shots rather than utilize his teammates. One notorious moment was during a finals game where Bryant worked through a very tight defense to make a jump shot instead of passing to his then teammate, Shaquille O'neal, who was free to make less risky shot. After Bryant made the shot, the camera zoomed in on a very frustrated O'neal who appeared to say "pass the ball Kobe." Hence, Bryant's reputation thereafter and the subject of this meme. This meme is specific to basketball communities, though some elements are universal with respect to professional athletes and their public persona.

The Michael Jackson meme is a image from his "Thriller" music video. This is an example of a meme that is specific to certain communities of the web and even certain sections of a website such as the comments section. Instead of actually writing a comment, people on the web use memes like this to express themselves.

 Sweet Brown explaining her unfortunate mishap, which was later remixed into an internet meme.

Unlike these memes, the IcanHazACheezburger meme that began the modern cultural phenomenon received hardly any positive feedback from my Intro to Digital Cultures class. The general consensus was that it was difficult to understand without the theories and the necessary literacy of this kind of culture. Though they brush upon the idea that the perception of memes are changing, the authors of the text don't elaborate well on this new meme culture that has significantly changed within the past few years.