Monday, March 9, 2015

I don't know what you meme...



Generally speaking, yes Martin, you do have a meme. Is this particular image an example of that meme? No. And yes. Let's discuss.







What is a meme? Well, this is what Google had to say:
  

Key facts about memes:
-"an element of culture"
-they imitate
-humorous
-"slight variations" allowed
-you can't catch memes from your parents
It's these "slight variations" that cause me to question whether or not the image of MLK pictured is actually a meme, or an image with the "meme" font. Meme's quickly develop what Warner might call "circulatory practices" (94) and "recognizable forms" (128).  Similar to his example of the feud concerning 17th Century booksellers over the "illegitmate uses of their genres and modes of address," the Internet can get rather persnickety over mis-appropriated memes (Reddit is particularly concerned about this). MLK memes have their own sort of genre. Typically, the meme starts with "I have a dream"–an easily recognizable phrase from one of the most important speeches in U.S. history–and concludes with a "dream" that's typically sarcastic or ironic. Essentially, Dr. Martin Luther King Jr. and works from his most famous speech are juxtaposed with a mundane task, or a "dream" that could easily be accomplished, or would help very few people. For example:






These examples tackle low priority issues, such as: gaming consoles, dirty dishes, and Internet ads. Bothersome, perhaps, but the dreams are laughably unimportant when compared to social inequality, racism, and violence of the Civil Rights Movement. It's understood that the creator is aware that his/her problem isn't a serious issue. The meme is essentially a way to highlight the First Worldiness of a #firstworldproblem. 

So what does "I HAVE A MEME!" do? It's a play on words because "meme" rhymes with "dream," and it's accurate; MLK does have a meme. But how is it meant to be interpreted? How does the "meme" genre allow for a public to interpret the graphic based on the specific assumptions, implications, and connotations associated with that particular meme? Memes "work" because the picture and font is one big context clue that allows the viewer to interpret the message accurately. MLK = this "dream" does not address a serious problem. Willy Wonka = condescending/the creator (or user) is does not actually care about whatever Wonka is asking..."Tell me more about..." translates to "I don't give a shhh..." Or occasionally, "You're in no way qualified to explain this due to your lack of education/experience..." After discussing popular Budweiser "Whassup?" ads, Warner writes, "Too obvious parroting of catchphrases...can mark you in some contexts as square unhip, a passive relay in the circulation" (102). So too, I think, can creating memes that are took close to the image itself and not that image's culturally determined connotation. For example, the Wonka meme is not where you would find a joke about Oompa Loompas. The association between the meme's image and text is strong, but it's not always literal or obvious. 

So I ask again, what does MLK saying "I HAVE A MEME!" mean? No "problem" or "dream" is mentioned. It's not using the photograph as a lens for interpretation. It doesn't do anything. The contextual richness of a "proper" meme is missing; the image isn't serving the purpose it should in a meme. Does a certain image size + correct font = meme? I don't really think so, but I'm not going to argue with the entire Internet. I think the "slight variations" are rather important. How can a meme be a "cultural element" that "spreads rapidly" if culture doesn't understand it? Another "meme" up for debate is the image below that showed up on my Facebook feed not too long ago. This "meme" depicts Gloria Gaynor remembering the lyrics to Gloria Gaynor's song. How is this using the image as an interpretive lens? Give me 10 mins and I can create plenty of memes that portray bands and some lyrics of one of their greatest hits. But a picture of the members of N*SYNC hanging from marionette strings with "BYE BYE BYE" in white, bold font conveys roughly the same message as an N*SYNC poster–there's no purpose for it to be in "meme" form if it's not working like a meme. 

Oh what the heck, here it is anyway.

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