WTF is meme culture? / memes anatomy.

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- WTF is meme culture? / memes anatomy - Definition, examples, mechanisms and analysis issues for brands: "So / Cult", storytelling experts and "Curiouser", digital world's observers, combined to …

- WTF is meme culture? / memes anatomy - Definition, examples, mechanisms and analysis issues for brands: "So / Cult", storytelling experts and "Curiouser", digital world's observers, combined to deliver a fun and sharp analysis about the meme culture.

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  • 1. RAGE AGAINST MEMETHE MAINSTREAM CULTURE
  • 2. Meet the MEMES They’re everywhere on the Internet. Especially where you least expect them. (here, for example)RAGEAGAINST THE MAINSTREAM - MEME :CULTURERAGE 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 :CULTURERAGEAGAINST THE MAINSTREAM -- MEME CULTURERAGE 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 sdfRAGE 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 NOISERAGE 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 CULTURERAGE 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 # TROLLRAGE 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 DictionaryRAGE 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 INTERNETRAGE 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 TECHNOLOGIESRAGE 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 audienceRAGE 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 RimbaudRAGE 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 ! hihihiRAGE 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.frRAGE 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 ATTITUDERAGE 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 MemeRAGE 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 LOLRAGE 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 2012RAGE 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 CULTURERAGE 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 MEMERAGE 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 CUSTOMIZATIONRAGE 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 CONTEXTUALIZATIONRAGE 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 REPRODUCTIONRAGE 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 POPULARIZATIONRAGE 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 clearfx87RAGE AGAINST THETHE MAINSTREAM CULTURE MÈME DU MÈMERAGE AGAINST THE MAINSTREAM -- MEME :CULTURERAGE AGAINST MAINSTREAM : LA CULTURE DU MEME LA CULTURE So Cult & So Cult &
  • 56. CAN BRANDS PENETRATE THE MEME WORLDRAGE 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 brandsRAGE 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 MARKERRAGE 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 NUTSHELLRAGE 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 HUMBLEYOU 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 MarilynRAGE 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 studiesPersonal recommendations Contact us.
  • 85. Brand persona, brand content, social & Curiouser helps companies adapt todigital 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.frus@socult.net contact@curiouser.frTwitter: @so_cult Twitter: @curiousers
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