Don't Jump The Meme Shark

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An exploration of how memes spread and decay, and how to avoid it.

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Don't Jump The Meme Shark

  1. 1. DON’T JUMP THE MEME SHARK LLOYD JOHNSON
  2. 2. JUMPING THE SHARK = THE MOMENT WHEN A BRAND, DESIGN, OR CREATIVE EFFORT’S EVOLUTION LOSES THE ESSENTIAL QUALITIES THAT INITIALLY DEFINED ITS SUCCESS AND DECLINES, ULTIMATELY, INTO IRRELEVANCE Wikipedia, 2013
  3. 3. VIZ: Wikipedia, 2013
  4. 4. WE CAN BETTER UNDERSTAND HOW ARTIFACTS OFCULTURE ARE AT RISK OF IMPLODING BY LOOKING AT HOW THEY SPREAD
  5. 5. DIFFUSION OF INNOVATIONA THEORY TO EXPLAIN HOW, WHY, AND HOW FAST IDEAS SPREAD THROUGH CULTURE
  6. 6. ELEMENTS THAT INFLUENCE DIFFUSION: THE INNOVATION COMMUNICATIONS CHANNELS TIME THE SOCIAL SYSTEM Wikipedia, 2013
  7. 7. AN INNOVATION’S STRAP ON INFLECTION POINT THE SKISTHE HOT ZONE Wikipedia, 2013
  8. 8. THE INTERNET HAS COMPRESSED THE SPEED AT WHICH INNOVATIONS BOTH DIFFUSE AND DECAY
  9. 9. LATENCY = TIME BETWEEN ASKING ACOMPUTER FOR SOMETHING AND GETTING IT Pcmag.com encyclopedia
  10. 10. CULTURAL LATENCY = THE TIMEINTERVAL BETWEEN THE BIRTH OF A UNIT OF CULTURE AND YOUR NOTICING/USING/DISCARDING IT
  11. 11. “AS COMMUNICATION TECHNOLOGIES BECOME FASTERAND MORE PERVASIVE, THE LATENCY OF CULTURE ISACTUALLY DECREASING....NOW WE HAVE MILLIONS OF EYES ALL CONNECTED TO AREAL-TIME MICRO BROADCAST MESSAGING PLATFORMVIA A MOBILE DEVICE THEY HAVE WITH THEM AT ALLTIMES, AND A SOCIAL EAGERNESS TO DEMONSTRATEPRIMACY.CULTURAL LATENCY IS NEARING ZERO, AT LEAST IN THEMORE CONNECTED PARTS OF THE WORLD.”-FARIS YAKOB “Cultural Latency,” fastcompany.com, Jul 1, 2009
  12. 12. AS SHARING BECOMES MORE FRICTIONLESS, NEW UNITS OF CULTURE DECAY EVEN MORE RAPIDLY
  13. 13. THE INTERNET MEME IS THE PRIME EXAMPLE OF THE HYPER-SPEED OF TODAY’S CULTURAL LATENCY
  14. 14. THESE AREN’T YOUR FATHER’S MEMES
  15. 15. “AN INTERNET MEME IS A PIECE OF CONTENT ORAN IDEA THATS PASSED FROM PERSON TOPERSON, CHANGING AND EVOLVING ALONG THEWAY. ” knowyourmeme.com/about
  16. 16. A COUPLE OF EXAMPLES
  17. 17. GIFS
  18. 18. ALTHOUGH THE GIF IS A PACKAGE TO DELIVERCONTENT, IT HAS ITS OWN CULTURAL SUBSTANCE
  19. 19. GIFS AREN’T NEW, BUT HAVE LIVED IN THE SHADOWS FOR A LONG TIME “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
  20. 20. ...AND THEN TUMBLR HAPPENED “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
  21. 21. BUT IS THIS WHAT’S DOING GIFS IN? (FRAME-GRAB GIFS) “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
  22. 22. OR IS IT THIS?
  23. 23. MORE APPS ARE BEING MADE IN RESPONSE TO THEPOPULARITY OF GIFS BUT SOME GIF-INSPIRED APPS DON’T ACTUALLY MAKE GIFS “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
  24. 24. THE HARLEM SHAKE
  25. 25. “Harlem Shake: Tracking a Meme over a Month,” bbc.co.uk, Mar 1, 2013
  26. 26. “Harlem Shake: Tracking a Meme over a Month,” bbc.co.uk, Mar 1, 2013
  27. 27. WORLDWIDE SEARCH PEAK: MARCH 2 Google Trends, Mar 13, 2013
  28. 28. WHY WAS IT SO CONTAGIOUS? SHORT EASY TO REPLICATE CONSISTENT FORMATNETWORK STRENGTH OF EARLY OPINION LEADERS “Harlem Shake: Tracking a Meme over a Month,” bbc.co.uk, Mar 1, 2013
  29. 29. THE PEOPLE GROW RESTLESS
  30. 30. BUT THERE’S MORE TO IT THAN MEETS THE GAG-METER
  31. 31. SUGGESTIONS TO KEEP THE PARTY GOING WITHOUTJUMPING THE MEME SHARK
  32. 32. THINGS TO KEEP IN MIND ON THE INTERWEBS: “THE SHARK IS THE STAR” EMBRACE NEW TOOLS, BUT BE CONSISTENT DON’T TRY TO MANUFACTURE STICKINESS -- FACILITATE IT The Evolution of Shark Week, Pop Culture Leviathan, theatlantic.com, Aug 13, 2012
  33. 33. @LLOYD2ND

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