Don't Jump The Meme Shark
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Don't Jump The Meme Shark

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

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

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    Don't Jump The Meme Shark Don't Jump The Meme Shark Presentation Transcript

    • DON’T JUMP THE MEME SHARK LLOYD JOHNSON
    • 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
    • VIZ: Wikipedia, 2013
    • WE CAN BETTER UNDERSTAND HOW ARTIFACTS OFCULTURE ARE AT RISK OF IMPLODING BY LOOKING AT HOW THEY SPREAD
    • DIFFUSION OF INNOVATIONA THEORY TO EXPLAIN HOW, WHY, AND HOW FAST IDEAS SPREAD THROUGH CULTURE
    • ELEMENTS THAT INFLUENCE DIFFUSION: THE INNOVATION COMMUNICATIONS CHANNELS TIME THE SOCIAL SYSTEM Wikipedia, 2013
    • AN INNOVATION’S STRAP ON INFLECTION POINT THE SKISTHE HOT ZONE Wikipedia, 2013
    • THE INTERNET HAS COMPRESSED THE SPEED AT WHICH INNOVATIONS BOTH DIFFUSE AND DECAY
    • LATENCY = TIME BETWEEN ASKING ACOMPUTER FOR SOMETHING AND GETTING IT Pcmag.com encyclopedia
    • CULTURAL LATENCY = THE TIMEINTERVAL BETWEEN THE BIRTH OF A UNIT OF CULTURE AND YOUR NOTICING/USING/DISCARDING IT
    • “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
    • AS SHARING BECOMES MORE FRICTIONLESS, NEW UNITS OF CULTURE DECAY EVEN MORE RAPIDLY
    • THE INTERNET MEME IS THE PRIME EXAMPLE OF THE HYPER-SPEED OF TODAY’S CULTURAL LATENCY
    • THESE AREN’T YOUR FATHER’S MEMES
    • “AN INTERNET MEME IS A PIECE OF CONTENT ORAN IDEA THATS PASSED FROM PERSON TOPERSON, CHANGING AND EVOLVING ALONG THEWAY. ” knowyourmeme.com/about
    • A COUPLE OF EXAMPLES
    • GIFS
    • ALTHOUGH THE GIF IS A PACKAGE TO DELIVERCONTENT, IT HAS ITS OWN CULTURAL SUBSTANCE
    • GIFS AREN’T NEW, BUT HAVE LIVED IN THE SHADOWS FOR A LONG TIME “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
    • ...AND THEN TUMBLR HAPPENED “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
    • BUT IS THIS WHAT’S DOING GIFS IN? (FRAME-GRAB GIFS) “Inside the GIF-Industrial Complex,”newrepublic.com, Feb 19, 2013
    • OR IS IT THIS?
    • 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
    • THE HARLEM SHAKE
    • “Harlem Shake: Tracking a Meme over a Month,” bbc.co.uk, Mar 1, 2013
    • “Harlem Shake: Tracking a Meme over a Month,” bbc.co.uk, Mar 1, 2013
    • WORLDWIDE SEARCH PEAK: MARCH 2 Google Trends, Mar 13, 2013
    • 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
    • THE PEOPLE GROW RESTLESS
    • BUT THERE’S MORE TO IT THAN MEETS THE GAG-METER
    • SUGGESTIONS TO KEEP THE PARTY GOING WITHOUTJUMPING THE MEME SHARK
    • 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
    • @LLOYD2ND