The Art of Memetics  The Magic of Applying Memetics,    Marketing, Masterminding,       & Cybernetic Theory               ...
PIRATE EditionWe did it so you don’t have to:                         If you dig this,                          click here...
"Fat trembled."Yes, Dr. Stone said. The Logos would be living information, capable ofreplicating.Replicating not through i...
Edward dedicates this to his GrandmothersWho were and are inspirations to his heart and                   mind.     Wes de...
The Art of Memetics  A Co-Authored Meme by Wes Unruh & Edward Wilson                             6
TABLE OF CONTENTS       000: Acknowledgements                                        10       00: Forward by Taylor Ellwoo...
Appendix      I: Imaginal Time               210      II: Traffic Dragon             223      III: Memetics for the Artist...
9
000: Acknowledgments:        A book like this cannot come into existence without very specialsets of circumstances connect...
Edward would like to thank Delanys Coffee on Denman forgiving him space-time to write. His parents for starting his evolut...
00: Foreword      The book you hold in your hands is a book wherethe authors have chosen to push forward, to experiment, t...
cultural mindsets and use them to achieve what s/hedesires.       What’s really important though is that Wes andEdward rec...
keep experimenting and learning and creating. It providesme further incentive because it shows me other people areon a sim...
With that said, it’s time for me to depart and let Wesand Edward take the stage. Happy reading and happyadventuring to all...
0:Introduction      The last 15 years have been a most formative timefor magick. We have seen the rise and assimilation of...
DD: No. What your seeing is an old problem in thearts. Everything is always co opted, and as soon aspossible. As Cocteau u...
conscious anymore, because that s the mold, that       pattern has been set, so everyone goes right on       doing things ...
techniques and black ops notwithstanding), howeverlately, I think Im more in Dianes camp. Time to get on tothe next thing....
anything in this book literally! Wait, on second thought,take it all literally!” to which many people said, “hah-hah”or “t...
*. http://joseph.matheny.com/diprima.html*. http://www.incunabula.org*. http://www.greylodge.org/images/metamachine.jpg*. ...
Part 1: Memetics in Theory        and Practice                         22
1Evaluating Tools:Memetics, the study of cultural evolution, can be used tohelp us better understand our lives and achieve...
specific in The Selfish Gene in describing them as units ofcultural inheritance.2                We note that memetics, wh...
egregore in the technical language of the magician.Properly defining the term egregore requires referencingcorporate metab...
away into other disciplines.                    So why not just study thoseother disciplines?We feel there is still value ...
Anton Wilson meant when he discussed Reality Tunnels inhis work Quantum Psychology.Understand that this book is created fr...
coming to some sense of themselves from within thissuperorganism9, from the center of the zeitgeist, mustdevelop a kind of...
distribution graph is a comparison of the mass of memeticbodies. Meme space as cyberspace is smooth, while memespace as lo...
The memetic ecosphere is directly analogous to theconcept of cyberspace. A virtual space is created when thenodes of a com...
their survival is dependent upon persistence in nodalmemory.Memes incline the host organism to actions that furtherthe mem...
if you can stick with this text, bring up the discussiontopics in conversations, and follow up on the suggestedreadings, w...
integrate the internet, the memetic content online willpresumably shift to memes more supportive of this newsocial structu...
communicational effectiveness18.                       It is detrimental tomemetic survival to promote behavior that destr...
2Agency in a Networked World:A book dealing with memetics would be betraying itsreaders if we as authors were to ignore th...
systems work. We must examine how we are connected tothem, what our inputs and outputs are. We need to look athow we trans...
Humanity exists between the neurological storms ofconsciousness and the meaty fleshy bodies that manifestour vital electro...
receiver of the message were to reflect upon it, this methodof framing makes it more likely that people will accept themes...
the circuit of which it is a part. If memes exist in thecyberspace of our collective minds then we should nextlook to this...
40
3Mind/Body/Bircolage:Collage is the creation of artwork through the re-arrangingof materials already present in the artist...
over time within this shared space. An iterative processoccurs as well, where the results of these remixes arepassed back ...
are the primary subsystems that determine humanpersonal and social behavior.       In other words, eachsubsystem, each gro...
In general memes do not work on your rational mind butrather         they      affect      your      unconscious,         ...
and meaning.       This is post-linguistic rather than non-linguistic because the technology and behaviors necessaryto con...
not necessarily be a living human. As egregores are alsocapable of transmitting memes, they too are a memeticbody. The mem...
aspect of those affected by innovation provides a way tounderstand this type of a memetic growth pattern.The internet adds...
Another form of memory that is neither linguistic nor pre-linguistic is iconic memory. Semacode is an example of agadget-b...
4Belief as a Meta-Condition: Paradigm andBrand:A significant source of error in peoples attempts tounderstand    the   wor...
Belief then is a subjective quality based on directexperience with the absolute idea in mental space, and thisdirect exper...
their reality is most malleable.     From here you spot asolution for their confusion, what you want them to do.Ask them t...
The world we are embedded in is more subject to thepercentage economics of flexibility than to the additiveeconomics of en...
discussions about magic raise the pragmatist’s eyebrow.However, people who dismiss magic as a whole because ofthe explanat...
When working through a model of "meme as brand", itbecomes all the more important to consider the questionWhat need does t...
marketer works to make the consumer more and more apart of the brands overall story.                   They sink the meme ...
the theory relies on the transmitter receiving feedbackfrom the network, then adapting the next iteration of thememe in li...
It also suggests the power of describing noun-objects asdynamic systems engaging in a process of evolutionarychange and ad...
This   model     was    used                                 primarily   in    developing                                 ...
Exercise:There are dimensions of behavior we mostly share in common withother mammals, such as dogs. In fact, a good way t...
5Meta-Biological Organisms:Gregory Bateson in Steps to an Ecology of Mind defines amind as the total cybernetic informatio...
compose these social bodies. The individuals are not incomplete control of this egregore because they areconstrained by th...
Institutional egregores are more perverse, more recent,and tend to be geographically bound. The United StatesGovernment is...
perspective.   Academic institutions generate egregorepersonifications as well, often producing them in ritualizedsettings...
our ancestors had to evolve the capacities for treemovement and for tracking. They needed the muscularand neural capabilit...
differentiating     between    the   conscious    mind,    theunconscious mind, and the preconscious mind.              Th...
choices. When we intentionally learn a skill we go throughfour phases. Unconscious incompetence, when we cant doit and are...
semiotics and semiotic codes. Semiotics is the study ofhow meaning is transmitted. A semiotic code refers to thecontainer ...
from what is shown, and represents a continuous feedbackloop that keeps the reader, or the one encountering thecode, engag...
belief is stored then as a pattern in their preconsciousmind, and is accessed to make sense of associatedfragments of semi...
6Becoming What You Do:In this chapter and the next, we will be dealing with waysof altering set behavioral patterns. Contr...
rather than reactions which cripple or completely shutdown ones actions.In short, we will be showing how to break onescond...
through visualizing your experiences as they occur throughtime. Observation and optimism are necessary to changethe world,...
time.        In addition, stress influences any given system’sability to function--we propose that structuring one’sintern...
distinguish between an American Lawyer, as opposed to aBritish Barrister, as the differences in roles would lead to adiffe...
In our digital age, with the Internet, the past isnt as deadas it once was... in some sense its not even the past, asevery...
dive in and navigate the information can see, while othersdrown if they sink into the information flow.Mastermind groups c...
You process the desiresyou   have    to    changesituations   by     tappinginto the latent potentialwithin       your    ...
What appears to be occurring is that there is now acreation of two classes, those for whom the informationglut is liberati...
old feudal forms, a renewal of feudalism, what we areseeing now is that while the ability to process informationis not uni...
Search engines and rss feeds and keyword tags areallowing people to streamline their access to the most up-to-date informa...
The artofmemetics pirateedition
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  1. 1. The Art of Memetics The Magic of Applying Memetics, Marketing, Masterminding, & Cybernetic Theory 2
  2. 2. PIRATE EditionWe did it so you don’t have to: If you dig this, click here to buy a physical copy. © 2008 Edward Wilson, Wes UnruhYa’ll, this here work is licensed under the Creative CommonsAttribution-Noncommercial-No Derivative Works 3.0 UnportedLicense.To view a copy of this license, visithttp://creativecommons.org/licenses/by-nc-nd/3.0/or send a letter toCreative Commons,171 Second Street, Suite 300,San Francisco, California,94105, USA. 3
  3. 3. "Fat trembled."Yes, Dr. Stone said. The Logos would be living information, capable ofreplicating.Replicating not through information, Fat said, in information, but as information." V.A.L.I.S. - Philip K. Dick 4
  4. 4. Edward dedicates this to his GrandmothersWho were and are inspirations to his heart and mind. Wes dedicates this to Shira, always.Both authors dedicate this to you, the pirates. 5
  5. 5. The Art of Memetics A Co-Authored Meme by Wes Unruh & Edward Wilson 6
  6. 6. TABLE OF CONTENTS 000: Acknowledgements 10 00: Forward by Taylor Ellwood 12 0: Introduction by Joseph Matheny 16Part 1: Memetics in Theory and Practice 1 Evaluating Tools 23 2 Agency in a Networked World 36 3 Mind/Body/Bircolage 42 4 Belief as a Meta-Condition: Paradigm and Brand 51 5 Meta-Biological Organisms 63 6 Becoming What You Do 74 7 Memetic Ecology in Action. 88 8 Effectively Transmitting 94Part 2: Navigating Memetic Networks 9 Knowing Oneself in a Group Mind Dynamic 101 10 Trans-Media Meme Construction 108 11 Phagic Repurposing of Existing Memes 115 12 Elements of Memetics 120 13 Science of Marketing and Narration 127 14 Ownership and Self in Networked Spaces 137 15 Input/Output Balancing 154 16 Larger Group Dynamics 160 17 Elements of an Egregore 171 18 Internal and External Perceptions of Cybernetic Systems 177 19 Transmedia Narration and Modular Exposure 193 20 Pre-conscious Cognition and the Writer 197 21 Not Everything is Equally Interconnected! 205 7
  7. 7. Appendix I: Imaginal Time 210 II: Traffic Dragon 223 III: Memetics for the Artist 229 Afterword by Ray Carney 243 Suggested Reading 244 Glossary 250 8
  8. 8. 9
  9. 9. 000: Acknowledgments: A book like this cannot come into existence without very specialsets of circumstances connecting two individuals, and the platforms onwhich these ideas first began to emerge include the following web sitesFrequency23.net and the now-defunct Loudwire blogging network. Wewould like to thank Ray Carney for the illustrations that appearthroughout the book, as well as the cover image from a painting entitledGroup Mind Synergy. Other noteworthy individuals whose ideas helped us completesome of our thoughts: Ben Mack, Dr. Hyatt, and Robert Anton Wilson,for enhancing speech (twisp), keeping it real (metapuke) and challengingaccepted reality tunnels (fnord). We also thank Don Eglinski for thelayout, Taylor Ellwood for brilliant ideas and the forward that introducesthe text and Joseph Matheny for making sense of it with the introductionand support along the way. As well as Danny Rafatpanah, Nick Pell, andKlint Finley who organized the Esozone Designer Reality Expo wherethe Authors met each other in person for the first time nearly ten yearsafter they began the conversation under different names. Special thanks to James Curcio, Jonathan Blake and AngelinaFabbro, the whole of the Irreality.net syndicate, and Technoccult.com +hatch23.com, as well as the Toxic bloging site, maintained by the alwayselusive Chris Titan and the TG3D site that was run by Brian Hydomako;a special tip of the hat to Michael Szul of Key64.net and BrendenSimpson at Brenico.com, and in particular the mad genius Ikipr atAleph9.com. 10
  10. 10. Edward would like to thank Delanys Coffee on Denman forgiving him space-time to write. His parents for starting his evolution;Louisa Hadley for keeping him alive over the process; Christina Bock fordiscussing the bulk of this book with him before he knew that was whathe was doing. Wes thanks Gabe, Bo, Winon, Angela, August, Joy, Paul, Jay,and Amber for listening to the rants and supporting the ideas before theywere fully formed, and his family for the support. He especially thanksDon, David, Ty, and Kitty for helping with the logomancy. BothAuthors would like to thank the makers of Rockstar Energy Drink. If wecould sleep properly we wouldnt have finished the book. And to everyone else that we havent managed to mention if youthink we care and appreciate your help we do and if you think we dontyou are wrong. 11
  11. 11. 00: Foreword The book you hold in your hands is a book wherethe authors have chosen to push forward, to experiment, tobe innovative, and not settle for the answers or techniquesof others. It is a book that is much needed in the occultcommunity because it shows other magicians how to takememetics, semiotics, writing, and other related pursuitsand adapt them to magical practices, while also pushingthose magical practices into new directions. Magic is nolonger restricted to ceremonial tools and garb. Magic issomething more. Magic, in this book, is about taking thecultural forces around us and using them to shape reality. That’s pretty powerful. In fact, it’s a recognition thatif magic is to continue to evolve; it has to evolve with thetechnology of the time, while also using that technology inways that most people will probably never think of. Themagician is a person who fits into any time, any space, anddoes so by choosing to take on the available tools and 12
  12. 12. cultural mindsets and use them to achieve what s/hedesires. What’s really important though is that Wes andEdward recognize that the stories we tell about ourselveshave magic, and all we need are the right tools to let thatmagic come forth and manifest into our lives. We canchoose to tell our stories, or we can choose to manifestthem. We can choose to create and work with characterswho can help us achieve our goals, or we can continue tobe at the mercy of other people’s memes. I prefer aproactive approach and that is exactly what Wes andEdward are offering in this book. Taking a proactive approach to magic necessarilyinvolves experimentation and innovation and you will finda lot of that in this book. Take your time, try out what theauthors suggest, and let it soak into you. Let the memeticwizardry they create show you the potential at yourfingertips, as well as continue to pave a path toward thefuture of magical practice. On a personal note, I’ll admit to being very pleasedto see how Wes and Edward have taken some of my owntheories and practices and derived their own variationsand concepts from that work. It’s an inspiration for me to 13
  13. 13. keep experimenting and learning and creating. It providesme further incentive because it shows me other people areon a similar path to my own. That’s something which isreally needed, because we are entering into new territorywhen it comes to magical practice. Having people tojourney with, to share ideas with, and to experimentwith when you are in uncharted territory, makes what youdo a bit less daunting, and also makes for some veryintriguing discussions, as I discovered at Esozone when Iwas able to chat with both Edward and Wes for the firsttime in person. I still have hopes of getting some moretime with them at some point, because there is so much Iwant to ask! That’s always the way of the experimenter.When you find others doing similar work, you suddenlyfeel as if a whole new horizon had appeared. Or at least,that’s how I feel after talking with both of them andreading their work. I hope their work will be as inspiring to you as it hasbeen for me, and that it will fire within some of you adesire to write your own stories, develop your ownpractices, and share them with other magicians, and fellowtravelers. We need all the innovation we can get, especiallygiven the times we live in. This book is another step in theright direction for magical practice. It challenges us toevolve and grow and stop settling for less. 14
  14. 14. With that said, it’s time for me to depart and let Wesand Edward take the stage. Happy reading and happyadventuring to all of you! Taylor Ellwood Portland, OR January 2008 15
  15. 15. 0:Introduction The last 15 years have been a most formative timefor magick. We have seen the rise and assimilation of“technoshamanism”, we have seen cyber-guerrilla andculture jamming tactics co-opted and “rebranded” as viralmarketing. Seth Godin has replaced Joey Skaggs. Is any ofthis bad news? No. I quote the poet Diane DiPrima, whoanswered a similar question I posed to her in 1992 *: JM: It seems to me that rebellion itself has become a commodity, the media has co opted rebellions like rock-n-roll, Dada, Surrealism, poetry, the rebel figure. Do you feel that this co option has succeeded in making rebellion somewhat ineffectual? 16
  16. 16. DD: No. What your seeing is an old problem in thearts. Everything is always co opted, and as soon aspossible. As Cocteau used to talk about, you have tobe a kind of acrobat or a tightrope walker. Stay 3jumps ahead of what they can figure out aboutwhat your doing, so by the time the media figuresout that your writing, say, women and wolves,your on to finishing your Alchemical poems orsomething. Its not just a point of view of rebellionor outdoing them, or anything like that. Its more apoint of view of how long can you stay with onething. Where do you want to go? You dont want todo anything you already know or that youvealready figured out. So it comes naturally to theartist to keep making those jumps, that is ,if theydont fall into the old"jeez, I still dont own amicrowave" programs.JM: Do you feel that theres a somewhatcentralized or conscious attempt to defuse radicalart or rebellion through co option or is it just "thenature of the beast", so to speak.DD: I think it goes back and forth. There are timeswhen its conscious, but not a single hierarchicalconspiracy but rather a hydra headed conspiracy.Then there are other times that it doesnt need to be 17
  17. 17. conscious anymore, because that s the mold, that pattern has been set, so everyone goes right on doing things that way. Im not quite sure which point were at right now in history. Its so transitional and crazy that I wouldnt hazard a guess. Just check your COINTELPRO history to see an example of a conscious conspiracy to stop us. Other times it was just a repetition of what has gone on before. Like the ants going back to where the garbage used to be. (laughs) I couldnt agree more. Back in the day, when I firststarted disseminating the Incunabula Papers via xerox,BBS, Gopher, FTP and eventually Web, eBook, print andaudiobook* I was part of a new culture of on-line tricksters,mages, clowns, and poets, known collectively as “culturejammers” (Mark Derys claim to ownership of the term notwithstanding). 10 years later, I was being contacted byrepresentatives of corporate brands to do that thing fortheir products. Eventually, someone dubbed that thing asviral marketing, which was to morph in a few directions,one of which was Alternate Reality Gaming and a myriadof other services and methods of hawking wares. I giveyou this thumbnail look at the history of on-line memetennis for a reason. For a few years, I actually resistedusing the power of that thing to push commercialproducts and quite honestly, I still get a mild case of willieswhen I think about it (accusations of mind control 18
  18. 18. techniques and black ops notwithstanding), howeverlately, I think Im more in Dianes camp. Time to get on tothe next thing. The book you hold in your hands representsthe budding first wave of the thousand flowers that areabout to bloom. Wes and Edward go to the next phase ofwhat I was hacking at with the equivalent of a stone axewhen I was working on primitive experiments like theMetaMachine* (circa 1997), in which I attempted to divinethe alchemical essences of the cyber-noosphere usingcyborganics. Moving far ahead of such Rube Goldberg attempts,Wes and Edward have drawn up a capable roadmap whichleads...where? The good news is, they dont know anymorethan you or I do. The even better news is, they dontpretend to know. Most people hammer your mind withThesis>Antithesis>Synthesis or as my my old friend thelate Robert Anton Wilson said: “Heres what is is, hereswhat it isnt, now heres why you need to go tell everyonehow smart I am.” I cant tell you how much that tired oldformula skeeves me. When I do see people brave enough to(god forbid!) put the onus of drawing a conclusion back onthe reader (heresy!), I am not only relived (what, me haveto think?) my faith in humanity has its execution stayedanother day. When the late Dr. Hyatt asked me for a pull quotefor The Psychopath Bible I chose to say: “Do not take 19
  19. 19. anything in this book literally! Wait, on second thought,take it all literally!” to which many people said, “hah-hah”or “typical Matheny” but I actually put a lot of thought intothat recommendation and came to the conclusion that itwas the most accurate advice I could give someone whowas about to read that book. Now I am faced with a similarconundrum. What to say? How many pages could I go onabout what youre about to read? In the end, why should I?(word count quotas not withstanding). I think we live in atime where we often use too many words to say too little.This is why my old friend Hakim Bey said, in the TAZTapes, “Sometimes in bookstores I experience moments ofnausea when I think about adding one more word to allthat fucking print.*” Therefore- Reductio ad absurdum . Iam left with this:Open your mind. Try not to know too much. Readthis book. Beyond that, what you do with the knowledge,tactics, world views and revelations that it will inevitablyopen up, is, as it has always been, up to you. The clock isticking. What are you going to do with the time? Joseph Matheny 04-01-08 Munich, Germany 20
  20. 20. *. http://joseph.matheny.com/diprima.html*. http://www.incunabula.org*. http://www.greylodge.org/images/metamachine.jpg*. http://www.incunabula.org/index.html#TAZ 21
  21. 21. Part 1: Memetics in Theory and Practice 22
  22. 22. 1Evaluating Tools:Memetics, the study of cultural evolution, can be used tohelp us better understand our lives and achieve ourdesires. Magic, memes, masterminds, egregores, andcybernetics are all discussed in this text. Before we getmuch deeper in, let’s establish what these terms mean tous, and why we wrote this book.Magic is perhaps the most loaded term we use throughoutthe text, and we propose the same definition TaylorEllwood puts forth in his book Multi-Media Magic: “Magicinvolves making the improbable possible. It’s learninghow even the slightest change you make can have aradical effect on the internal system of yourpsychology/spirituality, and the external system of theenvironment and universe you live in.”1 Memes are nearlyas difficult to define, although Richard Dawkins was very1 Ellwood, Taylor, (2008) Multi-Media Magic, p.90. He comes to this definition after notone, but two chapters dealing the range of definitions that have attempted to limit andcontain the term Magic. 23
  23. 23. specific in The Selfish Gene in describing them as units ofcultural inheritance.2 We note that memetics, whendiscussed in marketing circles, tends toward a kind ofmetaphysical reference point for understanding word-of-mouth effects, viral video development, alternate realitygames, and why “Got Milk?” was so wildly successful.However, it can also open up discussion in many otherareas, especially the transmission of information acrosslanguage barriers, the effects of psychological operations ingeo-political struggles, archetypal resonance in cultures,and the growth of internet piracy. While we didn’t subtitlethis book the Human Menome3, we do believe thatunderstanding the effects of memetics brings us a newperspective on understanding ourselves.The next few terms we discuss in depth are mastermind,egregore, and cybernetics. Mastermind groups, in theirpurest form, are designed as laid out in the book Thinkand Grow Rich4 by Napoleon Hill. Masterminds areleveraging a form of entity that emerges from complexwebs of consciousness that have come to be called an2 The interesting thing is that if computer viruses had been more widespread in theseventies when Richard Dawkins wrote this book, he might have used viruses and wormsas a depiction of non-biological evolution rather than coining the term ‘meme.’ See thetranscript of his speech at:http://www.abc.net.au/rn/scienceshow/stories/2006/1617982.htm3 A hideous, aesthetically displeasing portmanteau we hesitated even referencing here in aparagraph.4 A public domain book. You can read the entire text for free at sacred-texts.com and theportion in question which launched tens of thousands of master mind sessions here:http://www.sacred-texts.com/nth/tgr/tgr15.htm 24
  24. 24. egregore in the technical language of the magician.Properly defining the term egregore requires referencingcorporate metabolism5, genus loci, and the zeitgeist. It is ahive mind, the watcher of the group, and is a body capableof transmitting memes across networks, which brings us tocybernetics. Cybernetics deals with systems that embodygoals and networks which transmit memes include internalpsychic processes, multi- or trans-media narratives,religious, governmental, corporate, and academicinstitutions, and both local and non-local social settings.We’ve relied on using the terms above in developing thisbook to help you use these tools to achieve your own goalsacross these systems.Magic was once a much larger field of study. Over theyears most of the ideas that were once confined to magicaltheory and practice have been isolated and reformulated indifferent fields of study. Magicians are left guarding only afew nuggets of practical application that remains unique tomagic. For the most part, interaction with essencesgenerated from patterns, the manipulation of belief to altersubjective experiences, and non-local action of thoughtand will are all that remain solely under the banner ofMagick6 and even these few ideations are being carted5 Which in turn requires referencing Paco Xander Nathan’s discussion on corporatemetabolism, a powerful piece available athttp://www.tripzine.com/listing.php?id=corporate_metabolism6 We will be spelling Magick as magic for the entirety of this book. 25
  25. 25. away into other disciplines. So why not just study thoseother disciplines?We feel there is still value in the study of magic; inparticular the language system that has been built updealing with subtle connections, forces, and objects of thepsyche. We believe that with grounding in the theory andexperience of causing the improbable to become possible,an individual becomes empowered to reverse-engineer thehyperreal world of post-modern discourse. We believe thatmagic is much more than sleight of hand or sleight ofmind, and know that what has been carted away into thesciences of harmonics, of chemistry, of quantum physicsstill haunts the spectral core of this abstraction labeledsorcery, magic, thaumaturgy, mojo, hoodoo... and inprecisely the same way, magic haunts sciences, both hardand soft. One doesnt need to dig far to find elements ofwizardry in neurolinguistic programming7, or marketing,or psychology. We do not react directly to the world butrather the world as it is filtered by our nervous systemshabits of punctuation. We break down the world accordingto what we expect to find, how we move indicates what isimportant to pay attention and what our word systemspoint out or hide. This is what Kenneth Burke refers to asthe terministic screen, and is very similar to what Robert7 Known to its practitioners as NLP, and referenced as such throughout the text. 26
  26. 26. Anton Wilson meant when he discussed Reality Tunnels inhis work Quantum Psychology.Understand that this book is created from the viewpoint oftwo authors who have spent years examining the occultwith a critical, albeit subjective, stance. This is an attemptto bring together trends in marketing, infoprenuership,and the occult so we ourselves could best understand howand where these trends converge. We use terms frommagic such as egregore and sigil8 as a way to illustrate thedynamic forces at work within group minds, as well asapproaches to harnessing those forces to transformsystems. There are two models of memetics we are usingconcurrently; one is the seed or virus model where smallscale individual signals infect hosts and predispose them toparticular actions. This model is most useful for creatingcommunications and understanding how they spread. Thesecond is the entity model, useful for understandingpolitical and social movements. Here we look at largermemetic structures can act on the world through peoplewho hold the belief sets, as if the memetic entities wereintentional beingsBecause the shape of things can only be observed withdifficulty when one is within their midst, individuals8 Imaginal Time and the Construction of Sigils, Wes Unruh’s essay in the Appendix,describes in more detail the theory and practice of sigilization. 27
  27. 27. coming to some sense of themselves from within thissuperorganism9, from the center of the zeitgeist, mustdevelop a kind of intellectually rigorous intuition10 to peelapart the symbolic structures and to prevent slippingunder the control of this hegemony, and it is this expansiveintuition which magic develops in the course of dedicatedstudy. We are a world divorced from the superstitions ofthe past, and new myths are generated by those wieldingmedia as a wand as powerful as the holly wood wands ofancient ceremonial magicians were once rumored to havebeen. The Hollywood of today is the true sacred site of theelite magician.Thanks to theresearch of the lasttwenty years, we nowhave two models ofmemetic space:Meme space as cyberspace, a virtual space that occupiesthe nodal memory of a communication network, andMeme space as long tail11, or a population of memecarriers. The memetic carriers can be graphed out basedon a long tail distribution that can have a variety ofpropagation stages layered over it. The long tail9 Bloom, Howard. (1995) The Lucifer Principle, one of the more lucid books on the shelves,delves deep into the discussion of social groups as superorganisms..10 This is, indeed, a shout-out: http://rigint.blogspot.com is an interesting example ofapophenic symbology and hyperstition at play.11 Anderson, Chris. (2006) The Long Tail. New York, NY: Hyperion. 28
  28. 28. distribution graph is a comparison of the mass of memeticbodies. Meme space as cyberspace is smooth, while memespace as long tail is striated. Memes are more than alinguistic phenomenon.Language which has emerged from both science and magichas a place in defining the coming paradigm. Our relationto the invisible is structured in accordance with magicaltheory, and the technological application now of waves,harmonics, wireless networks is manifesting emergentconsciousness in precisely the ways predicted by magicaltheory. This isn’t to say that superstition is preferable totechnical knowledge. Magic has always been about theencoding of meaning, about symbolic literacy, about thecreation and even the restoration of calendars. Memeticsis a way of comprehending the ramifications of suchencoding, identifying the systems that result from rituals,and transmitting meaning into a goal-oriented complexsystem, the meme space. Understanding the memeticecosphere (see figure ofmeme) and meta-biologicalorganisms that sharememe space alongside usflesh and blood types is theresponsibility of thememeticist. 29
  29. 29. The memetic ecosphere is directly analogous to theconcept of cyberspace. A virtual space is created when thenodes of a communication network have memory. While itis intermittent in time and space, it is concurrent in theimaginal time of the communication occurring.12 Anexample of a limited form of cyberspace is theteleconference13, in which numerous telephone attendeesmeet in an auditory space where everyone is privy to theconversation and the conversation itself is being recordedfor future playback.Nodal memory is a pattern that allows cyberspace to existand this concept of nodal memory holds true for humansocial networks as well. The memory of individuals is akind of nodal memory, and the interaction that individualsengage in form the connections that define the network.So in essence, there is a type of cyberspace that existsentirely on the hardware of human brains and personalsocial interactions. This cyberspace is the meme spaceand has been called the Noosphere by Pierre Teilhard14before the concept of memetics was fully fleshed out byRichard Dawkins. Once we have a conceptual space, it issimple enough to conceptualize the bodies that movewithin that space. These bodies are ideas, or memes, and12 We refer you to the appendix for more on ‘imaginal time.’13 The teleconference is also an ideal interface for a mastermind group working non-locally., especially when supplemented with file and document sharing online.14 Teilhard de Chardin, Pierre (1959) The Phenomena of Man 30
  30. 30. their survival is dependent upon persistence in nodalmemory.Memes incline the host organism to actions that furtherthe memes survival in some manner. Sometimes theactions increase replication via communication overvarious types of networks, sometimes they increase thememes persistence in memory. Many times the actionsthe meme encourages adjust these two primary factorsindirectly. Observed actions are a kind of communication,so memes spread via performance as well as throughverbal interaction. Performing an action plants the idea ofthe performance as action in the minds of the observers.Think of this book as a capsid15 for a virus, or casing for aplant’s seed. In order to survive and spread, memes needcommunication between potential hosts and a way tointeract with the host organisms motivational system. Tocarry this idea into the text itself, it is in this book’s bestinterest as a memetic wrapper for us as authors to includethe next paragraph:Very few people make it past the first chapter of a book,just as many people never fully ingest a meme. What isbeing described herein will take the entire book to tell, and15 A capsid is the outer protein shell of a virus, responsible for protecting the internaloperating system of the virus, detecting suitable surrounding carriers for viral infection(i.e. cell walls) and for forming an opening into the suitable carriers. In memetics, thecapsid is referring to the casing of a meme, or the point of contact which enables theadoption of the meme. 31
  31. 31. if you can stick with this text, bring up the discussiontopics in conversations, and follow up on the suggestedreadings, we assure you the reward will be immense16.Each section beyond the first will become easier tocomprehend, and the examples and applications of thistechnology (for memetic engineering is very much atechnology, rather than a theory) will enable you to twistreality and create your experiences. You will find you havemore energy, which will help the scope of your vision togrow. Even more important, you wont need to consciouslyrecall the entire book to benefit from having read it. Oncethese ideas are understood they will become profoundlyuseful in communication and self-empowerment.Keep in mind that not all connections are equal exchangesof memetic packets. In addition, memes that depend onspecific population and communication patterns will notencourage the change of those patterns, as the memes thatsupport these existing orders will be more common andhave more traction in general within those patterns.Memes that depend on new technological advances incommunication mediums will be more likely to encouragechanges in the social order towards supporting those newmediums. Perhaps this is why the internet has triggeredmore memes geared toward social change than older, moreestablished mediums. However, as society shifts to16 Seriously. Just wait ‘til we get to spime wrangling. 32
  32. 32. integrate the internet, the memetic content online willpresumably shift to memes more supportive of this newsocial structure.If this is true, then it is convenient to presume that thesesocial change memes are dependent on innovations incommunication methods. One might then conjecture thatif there were no further changes to the communicationinfrastructure that social change memes might die outcompletely over time. Thankfully this eventuality isunlikely, as in general memes will support communicationinnovation as a way to engender greater replicationprobability. In other words, reproduction is a primarydrive for a memetic body in this conceptual nodal space.Perhaps ideology and hegemony does not require the kindof conspiracy that Karl Marx envisioned17 but rather arisesnaturally from the evolutionary behavior of memesendeavoring after their own survival.In contemporary society examining survival pressuresmeans looking at the socioeconomic system within whichpeople are embedded. Memes that make their hostunemployable have smaller potential populations, andcontravening the social mores and norms endangers thehosts survivability and reduces the memes17 Marx, K and Engles, F. in “The Ruling Class and the Ruling Ideas” in Durham, M.G.and Kellner, D.M. (2006) Media and Cultural Studies Revised Edition. 33
  33. 33. communicational effectiveness18. It is detrimental tomemetic survival to promote behavior that destroys thehosts ability to maneuver in a social space. If survival fora meme is persistence in memory and replication acrossnodes, then we can look to the nodes and communicationsystems between nodes for more information about howmemes function. As long as a person holds a meme intheir memory, it is in the memes interest that the personcontinues existing in a healthy-enough way to continueretransmitting the meme to other hosts. Memetic survivalthen is dependent on the physical survival pressures on thememes host organism. Were designing the meme in thisbook to fully empower our readers because the better offthey are, the more likely the meme will spread.18 Lynch, Aaron. (1996) Thought Contagion. In this book, his analysis of Mormonismthrough the lens of memetics places emphasis on generational transmission, andhighlights these factors as evolutional pressures. 34
  34. 34. 2Agency in a Networked World:A book dealing with memetics would be betraying itsreaders if we as authors were to ignore the issue of agency.Agency, or free will as it is generally conceived, is not trulypossible in a world constrained by biological and memeticevolution coupled as it is with constant cyberneticfeedback. The memebearers, us flesh and blood humansacting as repositories for these abstract bodies, are neverwholly free in our actions or in control of our world andour selves. What we find then is that free will is an omegapoint from which degrees of agency and control aredivined in response to the question: To what degree doesone have control of oneself given that the individual onlyexists in relation to a system? And secondly, to whatdegree can an individual control a larger system given thatthere are other controlling factors?This book explores these two questions. The first stepsthen must be to increase our understanding of how these 35
  35. 35. systems work. We must examine how we are connected tothem, what our inputs and outputs are. We need to look athow we transform or affect the signal. We need to watchthe signals move through the system and see how theytransform as they make their way back to us.A useful understanding is that there are many subsystems,or circuits, within the overall system of the world. Thereare many paths that a signal can take through thesecircuits either serially or concurrently. The reactions to ortransformations of our actions along these multiplepathways can either reinforce each other and increase theeffects of our signals or conflict and decrease the effects.The greater the scope of our understanding the greater ourability to release signals that will be reinforced by moresubsystems, and correspondingly the greater potential ouractions can have toward manifesting change on the world.(Coming up in the appendix of this book well delineatespecific ways to apply this theory.)Humans in general occupy a mesocosmic position withinfinity spiraling out from our "existence as cross-roads."We occupy neither the infinitely small worlds barelydetectable through the spyglasses of modern technologynor the astral spaces of dimensionality just barely sensedbeyond p-brane theory and arcane mathematics. 36
  36. 36. Humanity exists between the neurological storms ofconsciousness and the meaty fleshy bodies that manifestour vital electrochemical fields. We communicate throughand have been conditioned by linguistic convention to lookfor agents and purposeful action in the world as a result ofthe behavior of others.19 A lot of that conditioning comesfrom highly perfected advertising techniques, andmarketing is where persuasive and coercivecommunications hone their effectiveness. “A marketer is an artist in human souls.” - Howard Bloom, The Pitch, Poker, and the Public20A simple psychological trick exists where if one is told twopieces of information separated by a but one is morelikely to remember the phrase after the but. Thetechnique then, widely used by advertisers, is to raise aweak form of the objections to their message at thebeginning and to answer with the message they intend toget across.The purpose of this move is three-fold. First, even if themarketers answer would not pass muster rationally if the19 Or rather, The Other. http://en.wikipedia.org/wiki/Other20 An interesting documentary piece on the art of the pitch., and Howard Bloom’s bookThe Lucifer Principle succinctly presents some very powerful ideas about the structure ofsociety as organism. 37
  37. 37. receiver of the message were to reflect upon it, this methodof framing makes it more likely that people will accept themessage without reflection. Second, if the marketer hadnot raised and then answered the objections, people wouldlikely encounter the objections later. As a result,objections would be left as the stronger signal. Third, andmost importantly for the marketer, the marketer now getsto frame the debate in terms that bias reaction towards theoutcomes they are after.Knowing there are these kinds of framing techniquesnaturally raises the specter of agency. This idea of agency,as already noted, is an illusion. Perhaps instead look to theongoing results of the system, the structure, which peopleare embedded within. Picture a higher world of linguisticand iconographic interaction, and a lower world of latentarchetypes, trends, and social mores, with a middle worldbetween these two, influenced by and influencing theintegrity of patterns. These chains of influence can bemodeled as a cybernetic network grafted into the humanworld, between these layers of different kinds of spaces.This middle world of humanity can be described in manydifferent ways, but the result is that people are all parts inthis larger system and are also themselves made up ofparts. No one part of any cybernetic system can controlthe whole of the system, nor can it fully control itself. Theaction of every component of the system is constrained by 38
  38. 38. the circuit of which it is a part. If memes exist in thecyberspace of our collective minds then we should nextlook to this hardware that runs this cyberspace.Westerners live awash in memetic content. We areexposed to a multiplicity of contradictory memes on everyfacet of our daily lives. How then do we do anything, cometo any decision regarding a course of action?Traditionally, at least, the answer to this question has beenthat we consciously decide based on the merits of aparticular instance. Sadly, this appears to be flawed. Weare largely unaware of the instruction weve received fromall of the open channels. Additionally some researchershave proven that action occurs prior to thought, that wecarry out rote responses at times a full half-second prior toour minds making a decision in the form of measurablethought energy in the brain. However, the percentage ofaffect of any given component within a cybernetic systemcan shift over time as the results of its contributions comeback to it over the successive iterations of the feedbackloop. Thanks to the Internet, elements of this feedbackloop in relation to the human experience have beenexponentially accelerated, making the world infinitelymore reactive than it has ever been historically. 39
  39. 39. 40
  40. 40. 3Mind/Body/Bircolage:Collage is the creation of artwork through the re-arrangingof materials already present in the artists environment. Inmany ways, the body itself is made of bricolage ascholesterol and proteins arranged over time into a cohesivestructure.In the memetic ideosphere, the persona or projected self iscreated by a process of remixing the available memes, andsubcultures form around deforming, transforming, orrefusing specific aspects of their cultural memepool.Sorting and selecting from the memes available, most of uspre-consciously create a composite identity that is worn asa vehicle to navigate and negotiate social spaces. The actof selecting a self out of memes is a conceptual bricolagewhich produces a persona. From within this autonomoussphere memes breed and mutate, as the persona evolves 41
  41. 41. over time within this shared space. An iterative processoccurs as well, where the results of these remixes arepassed back and forth, and as people themselves change inthe face of stimulus and stress.Stress itself is an emotional marker, and an agitator ofmemetic evolution. Things that place one under stresshave survival significance to older physiological systems sothe experiences that are paired with stress are morememorable. Bonds formed in the face of stress are moreintense.The overall conceptual system that perhaps should evolvein the face of refining this stress to encourage evolutionarytrends and the bonding effects of stress would be toenvision a tribal core that modularized various income-generating signals within a larger social body, to in factapproach the creation of tribal organs that fulfilled actionsnecessary to the larger social body as a whole.The overall conceptual system that could evolve is one thatadapts itself from the biological and evolutionary basis ofhuman behavior, connecting it with memetic replicationand entity action in terms of socioeconomic survivalpressures and microsociologicalinteraction/communication patterns. These components 42
  42. 42. are the primary subsystems that determine humanpersonal and social behavior. In other words, eachsubsystem, each group organism within the social bodyneeds to be examined, but the interactions between thevarious nodes, the various organs, also needs to bemapped.Memes use communication to change things about theworld. Changing someones emotional state makesphysiological changes in their body and alters the actionsthey are likely to take. This is the purpose of sales andmodern advertising techniques. To change how you feelabout a product or company is to change the likelihood ofyour making a purchase. Very little is more stressful inmodern life than the acquisition of money. Money is acomplex signifier in contemporary western culture. Itencompasses both social patterns movement towardsdesire as well as movement away from social survivalconcerns. In tribal cultures survival and desire is linked tocommunity and expulsion is the greatest fear. Incontemporary society people are separated, while bothdesire and fear are linked to jobs by way of income. Withsuch stress attached to money, convincing someone tospend money means the communication to direct actionrequires a very strong emotional appeal. 43
  43. 43. In general memes do not work on your rational mind butrather they affect your unconscious, emotionallyentangled, decision-making processes. Memetics isintrinsically socially embedded as it relies on thecommunication and social behaviors of the human species.We can construct memes for the same purpose, to affectthe structure of our experience and the experience of thosebodies to which we transmit that meme. Memetics doesnot in general affect things directly, but rather must workthrough, or on, human agents. While we are generally onlyconscious of messages that are delivered linearly via somespecific linguistic pattern, our nervous system also absorbsmessages of associational or juxtapositional natures.However, there is no reason to assume memetics requireslanguage to operate. All identity construction, in additionto being a kind of bricolage, is also existent only within asocial context. You do not have an identity without somekind of community formation against which to project thatidentity. This community space is also a theater in whichperformance and stress builds connections.To go much further, we need to understand how much ofmodern communication is post-linguistic and how thisrelates to the “propaganda of the deed21.” Moderncommunication systems like video are not constrained tolinguistic patterns per se, but can instead juxtapose action21 Early Toxic Marketing: http://en.wikipedia.org/wiki/Propaganda_of_the_deed 44
  44. 44. and meaning. This is post-linguistic rather than non-linguistic because the technology and behaviors necessaryto construct these communications depend on linguisticsand textuality. The propaganda of the deed is mostcommonly pictured as terrorism, but can mean anydramatic or awe-inspiring action designed ascommunication. In the past the actions only affected thosewho were physically present. If those not present wereeffected it was via a retelling or textualizing. Todaysmedia environment in which events and actions are filmed,associated with various emotional markers throughjuxtaposition and shown directly to many peoplerepeatedly has widened the impact of these types ofcommunication. It is against this backdrop of our currentcommunication structure that terrorism has gained itsmodern power and prevalence, as it is one thing to be toldthat hundreds of people have died in an event, but it isquite another thing entirely to be shown the event in all itsdrama, movement, and color.Everything that seeks change has a vector along which itsmovement can be plotted. A memetic body includes thepeople who share the meme and the objects they use inachieving the memes intention. Thus while a memeticbody, or meme bearer, has at least a metaphorical massand vector, and this body impacts the larger socialorganism by its movement and communications, it need 45
  45. 45. not necessarily be a living human. As egregores are alsocapable of transmitting memes, they too are a memeticbody. The meme has an extension into time and space, andto affect its vector, its direction, one must enter into thisextension and apply some force to it. The most obviousmethod, and most widely used historically in changing amemetic vector, is to physically alter or constrain thebehavior of the meme bearing members (an example thatsprings to mind is the historical cases of heresy beingprosecuted by the Catholic Church). Another methodinvolves transmitting an engineered phage into thememetic network to devour the meme.Ray Kurzweils seminal text The Singularity is Nearincludes an extended discussion of the 7 stages oftechnological adaptation, and this model is easilyadaptable to this engineered phagic22 repurposing of anexisting structure. In biology, a phage is a cell eater, aspecific kind of virus which rewrites an organism to its ownends through injection of specific codes into the cell. Inmemetics, phagic repurposing is the mechanism of alteringbehavior by imparting coded information tailored to anexisting meme. The model Kurzweil provides is anexample of phagic repurposing of behavior in its approachto technological innovations. Viewing his steps from the22 Phage is a term taken from the study of viruses and applied here as an analogy, alongwith the term capsid earlier in the text. Phages are viruses which devour the cellularstructure, creating copies of themselves in the process 46
  46. 46. aspect of those affected by innovation provides a way tounderstand this type of a memetic growth pattern.The internet adds just the right amount of disassociationthat we can see some of these processes at work. Theinternet is unique in that it allows for non-localparticipation in performativity under stress, and inparticular in that performance is disassociated frombiological sexual identifiers and can exist solely within self-identified gender roles. While this doesnt directly create adivision between mind-body, it does allow for a way toperceive a division between sex and gender. In otherwords, the only way other people know what gender youare is if you tell them directly through a profile orindirectly through your references during a dialog.Dialog is primarily stored as linguistic memory, butmemory can also be stored non-linguistically. Infants existin a pre-linguistic state, and accordingly their memoryseems to be stored in the body. That your muscles adapt toyour usage patterns by building up those muscleconfigurations that you use the most is one example ofbodily memory. Linguistic memory would need an actuallanguage rather than the potential to form language torecord memory, something Stanislav Grof calls a COEXsystem, or an associated chain of bodily memory. 47
  47. 47. Another form of memory that is neither linguistic nor pre-linguistic is iconic memory. Semacode is an example of agadget-based referential that over time becomesconsciously internalized as you adapt to the signifiers, butfor now lets simply state that Semacode is an icon denselypacked with information a gadget can scan and output aspecific URL. These codes take up a little less than asquare inch of space and operate much like a three-dimensional barcode. Over time, scanning the sameSemacode and looking up the same URL will embed thatinformation into the individuals conscious mind to thepoint that they will be instantly able to recall the datareferenced by a specific Semacode, without resorting togadget and internet browser. Memory of a data set willbecome anchored to a specific visual stimulus, and iconicmemory will be associated with a linguistic experience.This division between iconic and linguistic information issimilar to the division between sex and gender. We believethat pondering these principles will generate new ways toproject both identity and meaning through technology inthe future. 48
  48. 48. 4Belief as a Meta-Condition: Paradigm andBrand:A significant source of error in peoples attempts tounderstand the world is inappropriately applyingmetaphors. In some ways, scientific theory is much moremutable than magical theory. When people applymetaphors appropriate to the energy economic ofNewtonian physics, metaphors appropriate for only thesimplest of physical interactions, to systems of cyberneticcomplexity, they arent being scientific. Instead, theyrebeing superstitious by way of over-simplification. Belief isdirect, subjective experience, and is described as a“knowing” or a “burning in the gut” although an intenseimprinting moment as a result of a buildup of meaning,then a catalyst to trigger the new internal state, is the mostcommon impetus towards belief. 49
  49. 49. Belief then is a subjective quality based on directexperience with the absolute idea in mental space, and thisdirect experience which can never be said to becommunicated does in fact have some necessary interplaywith the rest of the social mechanism and data exchangethat occurs. Manipulating belief to a desired end has beendeveloped through chaos magic, a recent form of magicthat is heavily affected by postmodernism.You dont convince someone by pushing what you believeagainst what they believe. It is when their belief system isquestioning itself that you can lean in and offer what youwant them to do or believe as the answer to the instability.Point out contradictions inherent in their belief system andthey themselves may throw it out of balance. Get them toquestion one end of their beliefs using another end andthen offer your meme as the solution to the feelings ofdoubt.When you encounter someone they come towards youfrom a particular angle, those beliefs they already have.Start by figuring out that angle; ask questions that revealtheir world-view. Now enter their movement, agree withtheir reality. In NLP terms you are pacing them. Throwthem off balance by finding a confusion or contradiction intheir beliefs. Ask them questions that lead to furtherquestions. When they are confused about what they believe 50
  50. 50. their reality is most malleable. From here you spot asolution for their confusion, what you want them to do.Ask them to imagine doing what you want and it solvingtheir confusion. Offer to let them do what you want. Letthem go on their new vector, much like the old butadjusted in your favor.Meet every situation that arises at the intensity with whichit arrives, while leveraging the situation in a favorabledirection. In aikido, irimi isnt exactly head-on but ever soslightly askew, a way to meet an attack, and was originallya term used in hand-to-hand which has expanded to thefield of conflict studies. In applying these ideas on anindividual level, you must first understand your positionwithin a larger social cluster, figure out where yourstrongest incoming signals are originating, and beginmodeling, sketching out, mind-mapping, or otherwisediagramming your position. Just being aware of yoursocial network in real life, and via virtual extensions, willprime you to see opportunities, both for yourself and forthe people you know. Actively connecting people or nodestogether to more densely mesh the network can result in apattern integrity effect which improves the quality offeedback. It is possible that the route through a networkyour information moves seems contrary to your goal butyour actions will only bring you closer to your goals if it iscompatible with the motion of the ecology of the network. 51
  51. 51. The world we are embedded in is more subject to thepercentage economics of flexibility than to the additiveeconomics of energy. We look at networks of signalpropagation, where we can examine how each node altersthe signal and we can observe what percentage of thatchange remains when the signal closes a circuit byreturning to that node. Construction of feedback loops ofthe right signal intensity can achieve any socially desirableeffect for any individual node; its just a matter ofengineering.Magic has held on to the concepts that exoteric culture andscience was not prepared to accept or explain.Consequently magic consists of a hodgepodge23 ofpragmatic techniques for achieving a variety of effects,supported by little more than mythological explanationsand traditional lines of association supporting thepractices. Since the late sixties and early seventies, acurrent in occult circles manifested that we refer to asChaos Magic. One text in particular aimed to be aunification of different models into an approachable andcohesive system, and held at its most fundamentalargument the thesis that magic was leveraged throughmanipulating belief in specific ways. Certainly most23 We highly recommend the Appendices in Shea, R and Wilson, R.A. (1975) Leviathan,especially Gimel and Lamed. Sorting out the contradictory statements on magic from ahistorical perspective is a perplexing, yet enlightening task. Essentially, it all boils downto the two words, “Reinforce Often.” 52
  52. 52. discussions about magic raise the pragmatist’s eyebrow.However, people who dismiss magic as a whole because ofthe explanations provided overlook the fact that we onlymake explanations if theres something there to explain.In a sense, this is why there is a growing number ofmagicians and sorcerers delving into obscure and variedsystems and sciences, recovering what was appropriatedfrom magic’s bag of tricks. Marketing, memetics, andmasterminding techniques are only the start, othermagicians are working in fields to numerous to list, magicand science have been on course for reintegration since theturn of the previous century. We seek to accelerate thisprocess by providing metaphors of complexity, flexibility,and ecology. A world of information systems is not ruledby cause and effect but rather by influence.The necessary component of a meme-signal to exposure isits attractiveness or noticeableness. If the signal issufficiently different from surrounding signals and appearsnew or fresh it will garner enough attention to give it achance at being picked up by a new node, or infected. Tocarry over from exposure to infection the meme mustaddress itself to the needs and priorities of the potentialnodal host. The needs of the host are partially influencedby its prior acceptance of previous memes from the samenodal network, which is part of the reason why we seememes clustered around each other conceptually. 53
  53. 53. When working through a model of "meme as brand", itbecomes all the more important to consider the questionWhat need does the meme fulfill?" A more exact questioncould be, "What is the emotional reward of incorporatingthe meme into your behavior set?" An interesting facet ofhuman behavior is that we dont react emotionally to asituation, but rather we react to the meaning we haveattached to the given situation. Memes then work byassociating situations with emotions that the organismreacts by acting to fulfill the situation if the associationsare positive or avoid the situation if the associations arenegative. The more effective the association and the morepowerful the emotions the meme links to, the more likelypeople will act on them.A brand narrative never provides a complete experience, ora complete representation of the narrative, so it can drawin participants to the brand experience. In this sense,branding is what Marshall McLuhan24 would call a coolmedium. When branding is at its best, it represents anongoing relationship between producer and consumer. Itis a narrative of which the consumer is the star, the maincharacter. Marketers work with branding techniques tohelp consumers use the product as a part of the bricolageprocess of building their identity, and conversely the24 McLuhan, M. in “The Medium is the Message” 54
  54. 54. marketer works to make the consumer more and more apart of the brands overall story. They sink the meme ofthe brand in through common emotional triggers that tellpart of the story, leaving a gap that the consumer can onlyclose by taking action. When the circuit closes the storycontinues layering in emotional triggers in response to theway that the consumer has participated.Memetics studies these signals, these memes, as they flowthrough the networked computing environment ofphysicals humans, communication systems, and socialgroups. In this way memes can be seen as computinginstructions. The hardware of this macro-computer ispeople and all of the objects, all of the tools they use tocommunicate and structure their behavior. The context inwhich these memes are presented relies on preloadedmemes, which the structure of the network in which thereceiver of the meme is embedded restricts how thememetic signal is transmitted. The last stage in thisprocess is the actual activation of the memetic content, orthe reception of the message. The signals flow in,triggering emotional reactions that pulse and surge,electrochemically stimulating the nervous system.Technical work on the human interface between thephysical and the digital is always ongoing25, but the crux of25 That which is inconceivable today is tomorrow’s product. Soon, spime wrangling willexpose to the masses a pragmatic and technical way to grasp the emergent complexproperties of memetics, as it will require a working knowledge of memetics to make senseof spimes. Check out Bruce Sterling’s Spime Watch to get a feel of where things are 55
  55. 55. the theory relies on the transmitter receiving feedbackfrom the network, then adapting the next iteration of thememe in light of the analysis of the feedback, paying closeattention especially to partial feedback, as this informationwill help the conscious memetic engineer with tips on waysto alter the next signals for greater scope and fidelity. Asthe transmitter receives feedback from the nodes thatreceived the messages sent, the memes in their packaging,the receiver experiences a new surge of energy which inturn precipitates more memetic output.For the most part, we live in a world constructed bylanguage. What and how we see the world is tied directlyto how we describe it. In many ways, the fact that theEnglish language has divided the noun and the verb doesthe English speaker a great disservice. Nowhere is there anoun not participating in a process, nor a verb notembodied in physical matter. Our descriptions limit howwe move through space and the possibilities we canimagine in relation to the manipulation of objects. Thespell of noun-language has convinced us that change isdifficult, that things must remain as we have labeled them.Because of this, its important to remain doubly aware offeedback that is not based in a language set, as it willaccelerate your ability to innovatively adapt your signaloutputs into the social network.headed at the time of this book’s publication:http://blog.wired.com/sterling/spime_watch/index.html 56
  56. 56. It also suggests the power of describing noun-objects asdynamic systems engaging in a process of evolutionarychange and adaptation. In human beings we call thisprocess growth or learning while in social groups, and thisis more than simply a matter of organization or politics. Ina sense, this power of naming is a social force whichrestricts individual expression. Yet another restriction onthe free will of an individual is the larger force of socialsituations.One of the best models in which to understand socialdynamics within groups is to study Timothy Leary’s earlywork. Dr. Leary addressed group dynamics with a modelcalled the interpersonal circumplex, a sort of personalitycompass, which is still used today within group therapycontexts. Developed26 in 1957 the circumplex is a circularcontinuum of personality formed from the intersection oftwo base axis. By understanding where each individualfalls on the circumplex, and relating the whole group ofindividuals to each other via this model, the outcome ofany relationship within that group can be predicted (seefigure.)26 Or at least published : Leary, T. (1957). Interpersonal diagnosis of personality 57
  57. 57. This model was used primarily in developing group therapy approaches, but it can be repurposed for use in any interpersonalsituation to understand how individuals will react tovarious attitudes or orientations of others. Because thiscompass maps out relational behaviors, people movearound a lot more in Learys personality compass system;it is not a personality typing system such as Socionics orthe Myers-Briggs Type Indicator personality inventorystructure. A person stakes their position on the compass incontradistinction to the other participants in a given socialsituation, the two dimensions being cooperation-opposition and dominance-submission. Bearing in mindthat one’s position is expressed in body language andtonality as much or more than linguistically, a skilledanalyst or leader can easily predict and restructure groupdynamics.One final note to those who object to this characterizationof memes as fundamentally tied to emotions, we would liketo direct attention to the powerful emotional chargeassociated with being "right". 58
  58. 58. Exercise:There are dimensions of behavior we mostly share in common withother mammals, such as dogs. In fact, a good way to learn to see thisis to visit an off-leash dog park on a sunny weekend afternoon. Takea journal, digital camera, or audio recorder and observe socialinteractions between domestic animals, and the associated behaviorsor beliefs that the animals and their owners seem to share.Notes: 59
  59. 59. 5Meta-Biological Organisms:Gregory Bateson in Steps to an Ecology of Mind defines amind as the total cybernetic information system that isinvolved in an action. Combined with Deleuzesconception of body as defined not by physical extensionbut by participating together in action, this definitionpreempts the common humanistic assumption that mindis limited to the individual human agent. It is theintelligence or flexibility of the overall network that leadsto the systems results rather than the intentions of a singleindividual. This means that a person is part of manydifferent and much larger minds.These can be thought of as group minds, and have beenreferenced in contemporary magical theory as egregores27,emergent entities made up of the complex systems that27 From the latin word Grigori, defined as the watchers or the nephilim in traditionalmythology. Modern definition of egregore (or egregor) being an embodiment of aconvergence of forces that exhibit memory, intentionality, and cognition, capable ofretaining and spreading memes. 60
  60. 60. compose these social bodies. The individuals are not incomplete control of this egregore because they areconstrained by the system that allows it to manifest, butthe egregore is not in complete control because its actionsare determined by the interaction of its various parts. It isa meme carrier, just like humans are, except it does notrequire a physical presence.There are three egregore types, those being religious,institutional, and corporate egregores. Religious egregoresare the most readily understood as meme carriers as it isusually the religions task to spread the egregores mindshare by any means necessary. These egregores aresymbolically represented in the archetypes of the deity ordeities of the religion, along with whatever embodiment ofevil that deity may oppose. The physical accretions of theegregore then are the temples, structures, and iconographymade manifest by and at the commission of the religionsfollowers. Often these entities have moved across differentlanguages in their spread and, correspondingly, theybecome adaptable across cultures, yet they rely onembedded mythologies and archetypes to resonate, bond,and spread in new cultural environments. 61
  61. 61. Institutional egregores are more perverse, more recent,and tend to be geographically bound. The United StatesGovernment is run by egregores manifesting Uncle Samand the Goddess Columbia, when viewed from this 62
  62. 62. perspective. Academic institutions generate egregorepersonifications as well, often producing them in ritualizedsettings through mascots. The marketer and thememeticist often have difficulty with these institutions,because the lifespan of these egregores significantlyoutweighs an individual’s ability to gather enoughinformation on the lifecycle of these bodies, as well asreligious egregores even longer cycles.Last of the three is the corporate egregore, the youngest ofall egregores, coming into its own in the United States in afederal court in 1886, when justices decreed corporationsto be legal persons in their own right, capable of owningproperty or being held responsible for damages. However,these are technically immortal bodies, impossible to kill orphysically punish as an entity (although a more powerfulgovernment egregore can appropriate its assets.) Thanksto the countless companies which pop in and out ofexistence, the memeticist and marketer can get a muchmore useful sampling of group minds, operating at variousefficiencies, to extrapolate actionable data that can beapplied to egregore engineering and understanding thisnew direction of human evolution.If we believe the standard myth of human evolution weevolved as tree dwellers and later evolved as savannascavengers and hunters. In order to survive these niches 63
  63. 63. our ancestors had to evolve the capacities for treemovement and for tracking. They needed the muscularand neural capabilities for these actions. While we havelost some of the muscular capabilities as body shapes haveshifted, we still have the neural structures and capacitiesfor those behaviors. Farming, factory work, and life in theoffice cubical do not fully use the capabilities we haveevolved and have at our disposal.Sadly, the programming we received as children within ourculture can be difficult to change, and our bodies areadapting to the lifestyles we lead. Memes that we pickedup as children benefit from early and long-term exposureand are more deeply embedded than transformativememes we may encounter later in life, even if those latermemes are more accurate in their reflection of our truepotential. That we have evolved to the point where oursocial structure can maintain non-biological organismssuch as these egregoric types highlights the direction ourevolutionary cycle is headed, while revealing just a glimpseof the untapped potential for growth we each possess.This idea of hidden or untapped potential is somewhatrelated to the functioning of the unconscious. Theunconscious is the totality of those mental processes thatthe conscious mind is not capable of registering. Forsimplicitys sake weve taken the Freudian approach of 64
  64. 64. differentiating between the conscious mind, theunconscious mind, and the preconscious mind. Theconscious mind is simply that which one is cognitivelyaware. The preconscious is the repository of memory,which can be accessed by the conscious mind with enougheffort, and the unconscious mind is that part of the selfwhich is the mental processes that under mostcircumstances remain beneath the perception of theconscious mind.For example, most of how one rides a bike remainsunconscious even during the riding process. Things likebalance, movement, braking, all of the ways the body isextended by the device become automatic, and the totalityof the experience is by and large entirely unconscious,although the conscious mind does make the initial decisionto start riding, and chooses direction, momentum, andnavigates the environment consciously.Another example of unconscious and conscious mindinteraction is in linguistic communication. How youchoose what words to say or write is unconscious, just asunconscious as remembering to breathe, or to keep theheart beating, or to digest food. But like the autonomicfunction of breathing, heart rate, and digestion, it ispossible to learn how to consciously affect mostunconscious programs like speech patterns or word 65
  65. 65. choices. When we intentionally learn a skill we go throughfour phases. Unconscious incompetence, when we cant doit and arent aware of it. Conscious incompetence, whenwe know we cant do it. Conscious competence, when weknow we can do it as long as we focus on what were doing.And lastly unconscious competence, when we do it whileno longer needing to be totally conscious of how we aredoing it. Those whove learned to ride a bicycle have gonethrough these four phases in learning to becomeunconsciously competent while riding, and hopefully cansee how this applies to all intentional learning. In the province of the mind, what one believes to be true is true or becomes true, within certain limits to be found experientially and experimentally. These limits are further beliefs to be transcended. In the mind, there are no limits. –-Dr. John Lilly, Programming in the Human Bio- Computer28Vividly imagining actions activates the muscles and neuralconnections that the actual action requires. This imaginalrehearsal should be practiced on a regular basis inconjunction with normal visualization to focus the pre-conscious mind to support desired intentions. For now,lets talk about patterns and explain what we mean by28 http://www.futurehi.net/docs/Metaprogramming.html 66
  66. 66. semiotics and semiotic codes. Semiotics is the study ofhow meaning is transmitted. A semiotic code refers to thecontainer for a message. Within the semiotic code oflanguage, abstract words are actually descriptors ofrecognized patterns. If one has already been exposed to acomplete pattern, then exposure to an incomplete patternwill cause the brain to complete the loop. If one does notknow the complete pattern, then exposure to the partialpattern will trigger an effect that Russian psychologistBluma Zeigarnik identified. The “Zeigarnik Effect” is howan incomplete pattern never fully drops into one’sunconscious but remains free-floating in the preconsciousmind.This unknown partial pattern that stimulates furtherinvestigation is what Roland Barthes termed thehermeneutic code. Both the semic and hermeneuticcodes29 work because of the brains pattern recognitioncapabilities, and the reward of feedback energy that occursonce the loop of understanding is closed. Narrative is aprimary pattern of the neurology of conscious thought. Itis a pattern of linear causative relations that is particularlycompelling once it is recognized. The semic code operatesbecause exposure to a partial pattern implies the completepattern, yet semic code is differentiated from hermeneuticcode in that semic code is that understanding deduced29 The five codes Roland Barthes describes: http://en.wikipedia.org/wiki/S/Z 67
  67. 67. from what is shown, and represents a continuous feedbackloop that keeps the reader, or the one encountering thecode, engaged in the cultural or subcultural discourse,which in turn aligns that individual within a larger groupstructure networked by the semiotic code in question.Most traditional magic operates at a higher logical levelthan either semic or hermeneutic code. This higher levelof code is the symbolic code, which is a pattern of patternsand hence is often translatable to a number of differentrelations. This is why the planets of astrology can bemapped to personality types, components of mind, socialbehavior, or classes of animals, plants, stones, vibrations,or colour. Rather than being single signifying signs,symbolic code is a kind of super nodal form of associationand classification. Evoking archetypal resonances with aprospective demographic30 requires these kinds ofreference points for the culture in which the messageneeds to be inserted.When we say that someone believes something, what weare saying is that they act as if that something is true. Ifthe topic related to that thing arises, they express theirbelief in the veracity of the thing. When a situationaffected by that belief arises, they take actions which areconsistent with that belief. Information regarding the30 Mark, Margaret and Pearson, Carol S. (2001) The Hero and the Outlaw 68
  68. 68. belief is stored then as a pattern in their preconsciousmind, and is accessed to make sense of associatedfragments of semic code or symbolic code they encounterthat is related (or appears to be related) to that belief.What is remembered in these events is actuallyreconstructed, assembled into a unique formation for anygiven occasion. If a person encounters fragments of aconsistent whole in separate places as separate experiencesthe pattern recognizing action of the brain will most likelyidentify the consistency of the material as a series ofdiscrete parts to be assembled into a whole. Modularnarratives, relying on discontinuity to heighten theaudience’s tension, are as of this writing beginning tobecome a trend in advertising, because of the implicationsof the “Zeigarnik Effect.”With enough reference points, the whole essence of thestory will arise in the brain as something akin to boththought and memory, and may be experienced as a kind ofdeja vu or synchronicity. There was no specific storytellingepisode, but rather the meaning is absorbed passively viaenvironmental exposure. So long as a person has a part ofthe puzzle that needs completion, the "Zeigarnik Effect"will spur that person on to locate the missing pieces.3131 Alternate Reality Games and Direct Response Branding both develop and refineimplementations of the “Zeigarnik Effect” and Mark Joyner discusses it in depth in MindControl Marketing. 69
  69. 69. 6Becoming What You Do:In this chapter and the next, we will be dealing with waysof altering set behavioral patterns. Control over oneselfrather than allowing one’s psychological triggers to beaccessible to others is a primary concern. Things thatplace one under stress have survival significance to olderphysiological systems, which is why experiences that arepaired with stress are imprinted more strongly into thepreconscious mind. As a result, bonds formed in the faceof stress are more intense. As long as our responses tostress are fixed and predictable anyone aware of this candirect us like puppets. Yet the goal with stress isnt toeliminate it, but rather to allow you to design moreappropriate responses to stressful situations; stress, at itsmost basic form, is readily available energy caused by thesituation itself. It is important to have access to immediatereactions that are useful and necessary to a situation, 70
  70. 70. rather than reactions which cripple or completely shutdown ones actions.In short, we will be showing how to break onesconditioning and discover ones truer, freer self. We are ina time of extremely rapid technological adaptation, and oldstratified experiences and ideas are antiquated often beforetheyve fully formed, preventing normalization. Change isthe normal now, often violently so. The technologicalsingularity that is described in depth by authors like EricDrexler, Eliezer Yudkowsky, and Ray Kurzweil ishappening even faster than they had predicted, as thelatest advances in quantum computing is coming in nearlytwo decades before previously anticipated. Manifestingchange for you against this backdrop has becomeastoundingly easy.Novelty has become the norm. Novelty is new experience,and that continuous newness of experience promotesgrowth in the neural network of your brain. The mindgrows with new experiences, and then by allowing time forthat experience to digest, to become a part of the nowlarger network, new ideas form and further experiencescan then take place. By the time the intentions you haveset forth begin to occur, you will have had experienceswhich have altered your understanding of what is possible.This awareness of ones pattern of growth can only arise 71
  71. 71. through visualizing your experiences as they occur throughtime. Observation and optimism are necessary to changethe world, but it inevitably will continue to spin. When you figure out what you want, stop there. Write it down. Dont create a plan to reach that objective, just write down the objective. If you must draw up a plan to get there, at least give yourself a few hours to let your subconscious mind begin processing the desirebefore starting this analytical process.The hardest lesson to learn is being able to let go, relax,and anticipate transformation. Ultimately, the recognitionthat the world is already always changing is vital to actuallychanging the world in your favor. The world is a process inmotion. Some changes may not be immediately possiblebut changing the world to engineer that possibility,keeping in mind that every action you take is compoundedby time to influence the pressure you exert. The reality isthat we are advancing so quickly that we can no longerdiscern between what may or may not be possible over 72
  72. 72. time. In addition, stress influences any given system’sability to function--we propose that structuring one’sinternal self and social group to function effectively duringstress is vital to long term sustainability.This isnt the secret and its not cribbed from an emeraldtablet. Its advice based on experience and creativeproblem-solving. Understanding your objective andfocusing on it, explaining it to others in your socialnetwork, and allowing that interaction to guide you willinevitably lead you to where you need to be. KurtVonnegut tells us that you are what you pretend to be, butmore accurately the phrase should be you become whatyou do. Pretending is acting as if something is true and itis that acting that is imprinted into the preconscious andunconscious mind over time.You occasionally hear about actors having trouble gettingout of character and being themselves again32 or theworkaholics becoming stereotypical manifestations of theirjobs roles over time. If what you do determines who youare then do people in a well-defined profession become insome sense the same person? Are all lawyers, for example,actually all one archetypal Lawyer? Although individualswill differ in the degree to which they embody this ideal,through the lens of memetics the answer is yes. We could32 Tom Baker of Dr. Who comes immediately to mind. 73
  73. 73. distinguish between an American Lawyer, as opposed to aBritish Barrister, as the differences in roles would lead to adifferent character, generated by other aspects of theculture in which those roles are anchored. But all theindividuals are manifesting the same entity, archetype ormenome33 type.Even more issues come into play when an actor takes on anarchetypal role through method acting, and implants anaspect of that archetype into their psyche, essentiallybecoming a gateway for an egregore. Magicians in varioustraditions have collectively referred to this as aninvocation, and it can be a powerful tool in a ritual setting.Understanding the impact a role can have on an identity asthat identity moves forward through time is an essentialtool in triggering self-transformation, as well as watchingout for signs of personality seepage. Neurolinguisticprogramming is based in many ways around the concept ofmodeling a role to cause changes in behaviors, but not allchanges are desirable. Being aware of the potential of self-change before engaging in a role, and understanding thatthe longer a role is engaged in, the longer-lasting the effectof that role on ones personality is essential to effectiveself-actualization.33 Meme is to gene as menome is to genome. 74
  74. 74. In our digital age, with the Internet, the past isnt as deadas it once was... in some sense its not even the past, aseverything exists in either a documented or anundocumented state. In meatspace34, however, the past isdead and gone and the future has yet to happen. Only thepresent exists in the meatspace, and the future comes intobeing based on what is happening now and what ispossible. While this metaphor is not entirely true per se, ithelps get a grasp on the different possibilities that aredependent upon which state in which you are operating.While what is possible is based on what has happened inthe past, because our present becomes the past, and thusconstrains the way our future presents we need to act inthe now to provide ourselves with a freer future bothonline and in meatspace.Freedom in this sense can be viewed not as the ability tomove independently, but to wield greater power within anetwork. As we gain greater ability to make our ownchoices we must in turn assume greater responsibility forthose choices. By examining our failings and weaknesseswith brutal honesty we can find our strengths. Knowledgeof weakness brings its own kind of developmental power, ifits used to create mastermind teams. Now is a time ofimmense potential, bombarded by more cultural signalsnow than ever before in recorded history, as those who34 The affectionate term for physical interaction that arose in context via onlinediscussions. 75
  75. 75. dive in and navigate the information can see, while othersdrown if they sink into the information flow.Mastermind groups can (and should) develop techniquesto offset handicaps of individuals within the group. Byplaying to our strengths we concentrate effort intoaddressing our areas of weaknesses strategically. Knowingwhat ones weaknesses or strengths are also helps todevelop focused teams with those who can bring abilitiesto offset ones weaknesses. We have access to anoverwhelming array of information that can help us, but atthe same time the burden of evaluating this informationlies heavily upon us. We now pick and choose among thesignals that reach us, and in fact must do so because thecontradictory signals we receive create their own kinds ofstress. Understanding all the ways in which one lackscontrol over ones existence allows for compensation,starting within ones consciousness and moving into thegreater social group in which one is embedded. Each ofthese strata can be explored in terms of the networks thatmanifest within those strata (see figure). What we aresetting forth in this book arent quick fixes, rather they areworking within this model of reality to ripple out throughthe network of minds and bodies within which you areenmeshed. 76
  76. 76. You process the desiresyou have to changesituations by tappinginto the latent potentialwithin your ownconsciousness to appeal to, if not directly manipulate themastermind of a group or egregore of a corporate body. Asthis is a fractal model, youll discover that there areiterations of each process. Being conscious of theseiterations, these cycles, helps you allow for correctionsalong the way to reinforce the improvements. The mostimportant factor in success is whether you were able tomake a habit of these practices and thereby to compoundthe light improvements into a large change. The moretightly networked our world becomes, the more powerful aclearly defined, easily communicated objective. 77
  77. 77. What appears to be occurring is that there is now acreation of two classes, those for whom the informationglut is liberating, and those whom it controls35. But whilethe signals teaching people how to empower themselvesexist, the messages of conformity and limitation are moreplentiful and subsequently more adapted towardhegemony. For those who dive in and navigate theinformation can see the structures that manipulate it,while those who would drown if they went below thesurface remain the led. Lest this be a new iteration of the35 Like the old joke goes, theres 10 kinds of people in the world, those who understandbinary, and those who dont. 78
  78. 78. old feudal forms, a renewal of feudalism, what we areseeing now is that while the ability to process informationis not universal, information of all types is rapidlybecoming ubiquitous. This ubiquity is triggeringadaptation by the children of those who cannot divebeneath the surface. All of society is changing faster thanwe are acknowledging, and in fact faster than we canactually acknowledge. William Gibson is quoted as saying"The future is here, its just not evenly distributed."We’re witnessing the shift from media consumer to mediaproducer thanks to the internet and the universal access totechnological know-how. Creative end-users, adapting tothe digital age, are producing works that cohesively buildcommunity beyond geopolitical space. Virtual space is aradicalizing area, and experiencing it has already alteredhuman society permanently. For too long the meme spacehas been only flowing in one direction, it has remained thetool of the few to broadcast to the many. Now, tools suchas blogs, podcasts, and video are allowing individuals toredress the unbalance between their media intake andoutput. The character of the discourse changes as well, toreflect the concerns of these individuals rather than thoseof the corporate-owned media conglomerates.Additionally, the internet is providing people with the toolsfor more effectively filtering what media they take in. 79
  79. 79. Search engines and rss feeds and keyword tags areallowing people to streamline their access to the most up-to-date information in their fields of interest, and peer filesharing as well as media piracy is all a part of this trend. Itis also unstoppable, and it is reworking the way that thefree market works36. The old institutional marketing ideaof "if youre not everywhere, youre nowhere" has become areality in this new information ecology.We are embedded in a sea of memetic content, this contentis determined now by the collective pool of individualsmore now than ever before, and people have more controlover what memes they are exposed to as a result. This alsomeans that people can cocoon themselves in media thatconfirms their pre-existing biases, and this is where fractalnotions of self-similarity in memetic construction cansmuggle across new energy; mimic an outer layer andcreate an entrainment by properly encoded semantic valueand any stagnate memetic ecology will rapidly mutate. Todo this properly takes both skill and experience, yet thanksto the interconnected nature of daily life, we all now haverelatively equal potential to initiate such a catalyst. All theinformation we need to accomplish anything already existsand for the most part is already available to us. There isstill data hiding behind classified or trade secret status, butmost information now is free if you know where to look.36 Mason, M. (2008) The Pirate’s Dilemma: with more at http://thepiratesdilemma.com/ 80

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