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![months ago to help identify and spread memes that may influence significant global
issues, starting with climate change.
Mr. Brewer and his co-founder, Balazs Lazlo Karafiath, aim to quantify the potential
impact of a given climate change meme and then selectively promote its spread. If
successful, they think they could creatively shift the way we think about and approach
the problem.
Memes, they say, are the fundamental units of culture, like DNA. First coined in 1976 by
the evolutionary biologist Richard Dawkins, a meme [pronounced meem] represents
ideas, behaviors or styles that spread from person to person. It can be a trendy dance, a
viral video, a new fashion, a technological tool or a catch phrase. Like viruses, memes
arise, spread, mutate and die.
“Right now, everyone just pushes out Internet memes and other communication
materials, hoping that these messages will somehow spread,” Mr. Karafiath said. “We
think getting a lay of the land beforehand may help us figure out how to reach a tipping
point in the broad cultural context of climate change.”
To seek out that cultural context, Mr. Brewer and Mr. Karafiath draw upon techniques
from epidemiology, cognitive science, systems theory and other disciplines to identify
and understand climate change memes. They gather potential memes through
interviews and from Twitter, Facebook and other social media platforms. Any bite-size
mention of climate change they come across, from two or three words to a couple of
sentences, enters their database. The hostile memes, or those that run counter to the
message they wish to spread, are weeded out, and the rest are statistically analyzed and
coded. This produces a meme map that is meant to connect any given meme to
thousands of similar ones and indicate its sticking potential.
Once they identify those memes — things like “We are part of this world and must live
accordingly” or “A healthy economy is fundamentally linked with a healthy
environment”— they plan to draw on a network of foundations and nongovernmental
organizations to help promote the message. Ultimately, they hope to promote a sea of
symbiotic memes delivering and reinforcing different versions of the same powerful
message about climate change and the planet.
Of course, not all memes will resonate with every person who encounters it. Different
people — a conservative Christian from the rural Midwest, for example, versus a
progressive atheist in Seattle — will probably not take to the same memes, and the
DarwinSF team plans to adjust its messages accordingly.
32](https://image.slidesharecdn.com/whyglobalwarmingwontgoviral-171111161650/75/Why-Global-Warming-Won-t-Go-Viral-32-2048.jpg)
Uploaded byJoe Brewer
Why Global Warming Won't Go Viral
The research report by Darwinsf analyzes why the global warming meme fails to spread virally, emphasizing its psychological toxicity and the defensive mechanisms it evokes in people. The study identifies five meme dimensions—harmony, survival, cooperation, momentum, and elitism—that define the discourse around climate change, ultimately concluding that global warming is a 'bad meme' due to its inability to engage diverse social networks. To catalyze action, the authors suggest identifying and integrating stronger, symbiotic memes from broader cultural movements into the global warming narrative.
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Why Global Warming Won't Go Viral
- 1. Why Global WarmingWon’t Go Viral A Research Report Prepared by DarwinSF on July 2, 2013 This report was prepared by Joe Brewer and Lazlo Karafiath. Inquiries can be sent to climate@darwinsf.com.
- 2. At DarwinSF ourmission is to help good memes spread. We are living in a world where “good memes are not good memes” — the most influential ideas are often destructive and harmful. They have had more success at spreading than the ideas that humanity needs to survive and flourish into the foreseeable future. As a social impact company, we recognize that doing good is a great way to earn a living. Our advanced meme technologies are only used in the service of this worthy ideal. We live our values and hold the integrity of our mission as a core operating principle. 2
- 3.
- 4. Table of Contents Introduction5 Describing the Global Warming Meme 6 Why Negative Findings Are Positive Knowledge 9 How We’ll Reach A Global Tipping Point 10 Digging Deeper Into the Global Warming Meme 12 Detailed Research Findings 20 Overview of Climate Meme Dimensions 21 Memes of Harmony Dimension 22 Memes of Survival Dimension 23 Memes of Cooperation Dimension 24 Memes of Momentum Dimension 25 Memes of Elitism Dimension 26 Weighted Statistics 27 Global Warming Meme Map 29 Noteworthy Observations 30 Appendix -- Media Coverage of Climate Meme Project 31 4
- 5. Introduction For nearly 30years, scientists and activists have been warning us about the impacts of global warming. They have testified before Congress, rallied on the mall in Washington, presented at United Nations forums, produced and distributed movies, written emotionally powerful songs, and so much more. Despite these valiant efforts, the problem is scarcely closer to being solved now than it was when it first appeared in mainstream press in the early 1980′s. Contrast this with global sensations like the recent spread of Gangnam Style or prior “viral” phenomena like Facebook, the YMCA dance, or the internet itself. These cultural forces could not be kept at bay no matter how disruptive they turned out to be. They each have a very different quality than the global warming meme which seems to do the exact opposite — no matter how vital it is for concern and strategic action to spread across all of humanity, it just doesn’t budge. And now we know why. Earlier this year, we conducted the first meme analysis of global warming and made it public on our project website.1 We gathered more than 5000 climate memes (nearly 1000 of which were unique), coded them for semantic content, and statistically analyzed them to reveal the underlying structure of the discourse around climate change. What we found is a confirmation of what we have long suspected plus a whole lot more. We hypothesized going in that global warming is not a good meme. It doesn’t spread easily across diverse social networks, nor compel people to 5 1 http://www.climatememe.org
- 6. incorporate it intotheir behaviors and lived stories. This was confirmed by our results. We also learned specifically how people express thoughts, feelings, and attitudes about this complex topic “in the wild” — in the minds of people whose behaviors have been changed by the existence of global warming as a cultural phenomenon. Prior to the completion of this study, we were unaware of what shared tensions drive denialists and advocates alike to dismiss expert opinion. We had no idea that the memes themselves contain the poison pill that makes global warming unspreadable. There was a blind spot in our knowledge about the composition of ideas, values, attitudes, and behaviors that comprise the global warming meme. Describing the Global Warming Meme Perhaps we should start by unpacking what we mean by “5000 climate memes” that comprise the global warming meme. When we talk about the analysis of a meme, what we are really doing is creating an ecosystem map of interdependent memes that make up a complex meme system. In other words, what we refer to in shorthand as the global warming meme is actually an ecosystem of cultural elements that each live in the minds of people and are replicated by imitation in the minds of those around them. Each of the 5000 memes we gathered was retweeted at least once and stands on its own as a unique thought or behavior that has been successfully shared by at least two people. They are all relevant to the discussion about global warming and are related to each other in often subtle and hidden ways. 6
- 7. Our analysis focusedon revealing and describing these inter-relationships. By mapping out the correlations across different memes, we were able to reveal the unresolved tensions that define the underlying psychology of the global warming meme ecosystem. These tensions are what we call “meme dimensions” in our report and there are five of them: Harmony, Survival, Cooperation, Momentum and Elitism. Each dimension has two poles (just like a magnet has north and south poles) that tell us what the core tensions are for the meme landscape. We want everyone to understand what it is that we are doing here so you can see how significant these dimensions truly are. They capture the essence of the global warming meme ecosystem by telling us why the memes are spreading and what they do to the minds of people who carry them. For example, the Harmony Dimension tells us that an unresolved tension exists between memes about disharmony and conflict and other memes about resonance and harmony. A large number of the memes — 17% of the correlations across the entire data set — align with the themes 7
- 8. of harmony anddisharmony. These poles capture the sentiments about a fundamental discord between humans and the Earth, both where we experience ourselves as disconnected and separate and where we feel interwoven with and part of the biosphere. The global warming meme is this web of cultural expressions about the human relationship with nature (Harmony), with one another (Cooperation), and the threat of extinction for the human race (Survival) that evokes a wide diversity of sentiments about expert authority and political power (Elitism). This is what appears in the data when it is analyzed for memetic structure. Global Warming is a Bad Meme Seeing that this composition of tensions makes up the global warming meme tells us a great deal about why it won’t go viral. People have built-in protection mechanisms that activate psychologically when threats arise against worldview and identity. In normal circumstances this is a very good thing. A healthy person will not be crippled by anxiety to the point of dysfunction when she comes into contact with a worldview-threatening meme . And yet the core themes of the global warming meme evoke exactly this kind of crippling anxiety. Are we out of harmony with nature? Is it going to kill off everyone we have ever loved? Does this mean there is something wrong with us? Who has the audacity to claim that humans have the power of gods to shape the planet in such profound ways? Questions like these cause people to react defensively or shut out the conversation entirely. Our research shows that these are the questions that arise when 8
- 9. climate memes enterthe minds of people, explaining why both denialists and advocates respond so strongly to the different threats they perceive from the global warming meme. This is why global warming won’t go viral. It is psychologically toxic to the human mind and won’t spread on its own. And this creates a significant problem because we cannot wait any longer for global action. The planet’s climate has been altered by human activities whether our memes manage this well or not. So we need to take these findings and put them to use very strategically — and get started right away! Why Negative Findings Are Positive Knowledge A conclusion that can be drawn from this study is that global warming is a dead end, memetically speaking. While this does seem to be the case, it doesn’t tell us what we should actually do with this information. My research partner and I want to be absolutely clear: Now that we know specifically why and how global warming doesn’t spread, we know where to look in order to change things so that it DOES spread. There are three kinds of positive knowledge that have come out of this research so far. 1. Firstly, we now know that the global warming meme is not going to make it on its own. That tells us to look outside the meme in other parts of mainstream culture for the solution. We must weave 9
- 10. the global warmingmeme into a stronger meme ecosystem where spreading can happen more quickly. 2. Secondly, we now have a meme map that tells us which memes will help the global warming meme to spread and which memes weaken or attack it (see the full report linked above to learn more). This tells us that we needsymbiotic memes that have more spreading power on their own. Candidates will be discovered by answering the two part question, “Which memes are spreading successfully now that also relate to climate solutions in some meaningful way?” 3. Thirdly, we now have a baseline understanding of the meme dimensions that must be welded together with the symbiotical memes in order to overcome inherent weaknesses in the global warming meme ecosystem. Now we know what the next phase of research will entail — we have to map out the mainstream cultural landscape of symbiotic memes. Only then will we be able to activate concern for climate change that is both constructive and persistent. Time is of the essence and strategic action is urgently needed so we will now get to work designing this second round of research and come back to you, the crowd of funders who have supported us to get this far, with a plan for deeper analysis in the weeks ahead. How We’ll Reach A Global Tipping Point In this section, we introduced the Climate Meme Map (shown below) to explain how different kinds of memes help or hinder the spread of the global warming meme. It shows how hostile memes seek to do it harm to the global warming meme and how immune deficiency memes make it inherently weak. This tells us why the global warming meme won’t go viral on its own. The real gems are the symbiotic memes that provide a “blue 10
- 11. ocean” where theglobal warming meme can swim free to spread far and wide. Some of the symbiotic memes we found in our analysis focused on global social movements (e.g. Occupy, Arab Spring, etc.) that suggest a “state- shift” is currently underway. Others harken us to think about how to create meaning in our lives. And others draw upon the open source movement as a path forward that draws upon indigenous wisdom. These memes are not primarily about global warming, though they provide spreading power when linked with it. In this way, the global warming meme draws upon the strengths of these other memes in a mutually beneficial way. 11
- 12. In order toreach a global tipping point on climate action, we must identify those symbiotic memes best suited to helping the global warming meme spread. Future research is needed to determine which memes these will be, though some candidates to look at are mentioned later in this report Possible leverage points may be found in the broader open culture movements that have brought forth an emphasis on DIY (Do-It-Yourself) through the explosive rise of hacker-maker spaces and the open innovations that come through crowdsourcing, micro-finance, user- generated content, cooperative ownership, and many other related arenas. These cultural expressions contain memes that show prospects for being symbiotic with the spread of democratic governing systems, an emphasis on love, compassion, and happiness, and a burgeoning global citizen meme. At this point, we don’t know which memes are strongest and most ripe to truly go viral. But it is clear to us that the global warming meme will benefit from greater synergies with any and all of these meme ecosystems. The next step will be to select a manageable number of them and secure the resources necessary to conduct a thorough meme analysis. Digging Deeper Into the Global Warming Meme The real power of meme analysis is best seen in the depth and clarity it reveals for what is happening below the surface. In our initial report, we shared five meme dimensions that define the psychological battlefields on which cultural struggle unfolds – Harmony, Survival, Cooperation, Momentum, and Elitism — each characterizing the strengths and weaknesses of the global warming meme. 12
- 13. We can digeven deeper and show how these dimensions are comprised of a larger set of inflection points that reveal a comprehensive picture of all the cultural drivers creating the discourse around climate change. An inflection point is defined mathematically as the point on a graph where the sign of the slope changes (such as switching from concave to convex). We use the term in a similar manner here to say that these inflection points are psychological balancing acts between two different attractors — each pulling the mind in a different direction. Inflection points are like the fulcrum on a teeter totter that can change direction quickly and pull the rest of the system along — lifting one child into the air as the other rushes toward the ground. Both sides reorient together with one taking up all the energy and the other relinquishing it. The same dynamics are at play for psychological inflection points. The mind cannot be in both states at the same time and must give its energy and attention to one at the expense of the other. 13
- 14. Our research reveals20 inflection points for the global warming meme, each poised in a dynamic repose at any moment in time but able to shift quickly with the right application of torque. The five meme dimensions mentioned above are composites of these inflection points — aggregated through a pattern language analysis we conducted after statistical aggregation was completed. The take-away to remember is that meme dimensions are multifaceted and explain several aspects of the psychology involved. Powerful stuff! The inflection points we found for the global warming meme are: 1. DISTANCE It’s Us — Climate change is internal, we are part of nature, and our actions are changing the world’s climate system. It’s Them — Climate is external to human activities, we are separate from nature, and cannot be causing the observed changes in temperature, weather patterns, etc. 2. ENGAGEMENT Engage – Hope, urgency, action, eyes open, seeking to create change. Disengage — Eyes closed, angry and confused, distrusting and withdrawn from action. 3. ATTRACTION Seeking — Recognizing the problem as an opportunity and stepping up to take action. 14
- 15. Avoiding – Feelingthreatened and afraid of the problem, pulling away and distancing from it. 4. INERTIA Movement — At a critical point and coming together in collective action, near a tipping point, youth rising to build momentum. Stationary — World is not ending, no crisis to worry about, resistance to change is strong, status quo. 5. HUMAN/NATURE Human Agency — It’s about us, humans are the drivers of change in the world. Nature’s Course — It’s about nature, humans are in the passenger seat. 6. SOLAR/LUNAR Lunar (Heart) — Emotions, love/hate, intuit, heart connection. Solar (Mind) — Logic, control, leadership, decide, head connection. 7. CONVERSION Converted — Mind is made up about the right course of action, global warming is real and we know how to address it. Unconverted — Not yet resolved what is going on, still grappling with the particulars, not sure whether global warming is real (and human- caused) or not. 15
- 16. 8. CLARITY Clear —Sharp focus, concrete images for what is happening and what must be done. Unclear — Grappling with the abstract, cause-effect relationships remain blurry. 9. INTENT Purposeful — On task with a unified agenda. Wandering — Not sure what to do, still unconvinced, and lacking confidence in what should be done. 10. HUMILITY Arrogance — Cocky, we know we are right, egotistical, and overly self-confident. Humility — Humble, deferring to experts, not sure what the right judgment is. 11. COMMUNE Me — Focused on individualism and self-interest, greed and profit, what’s in it for me. We — We are all in this together, common intentions, being part of the solution. 12. URGENCY Urgency — The crisis is upon us and time is of the essence. Complacency — There’s no hurry, we have plenty of time to sort this out. 16
- 17. 13. AUDACITY Bold —Courageous and bold, stepping into the challenge and facing it head on. Timid — Cowardly and timid, hoping someone else will come along and save the day. 14. TANGIBILITY Tangible — Change is imminent, already feeling the effects, have a good handle on what needs to be done. Intangible — Change is far off, no direct experience of harm, unable to grasp the situation. 15. MUNDANE Magical — Otherworldly, spiritual connection, unrealistic imaginings. Mundane — Pragmatic, in the everyday world, empirical and scientific. 16. AMATEURISM Professional — Pertaining to a credible domain of established expertise. Amateur — Arising from everyday experience, no special training required. 17. OPTIMISM Optimism — Abundance of opportunity, inspired by the prospects for improving the situation. 17
- 18. Pessimism — Scarcityof opportunity, feeling powerless to make a significant contribution. 18. WILLINGNESS Willingness — Quick to participate, ready to help. Resistance — Slow to participate, opposed to action. 19. PERMANENCE Constant — The world as we know it is robust and firmly in place. Changing — The world is no longer familiar and even deeply held assumptions about it must be called into question. 20. SANCTION Allowed — Decision-making authority is granted and we have permission/right to create changes as we see fit. Not Allowed — Someone else has the power to set an agenda and we must follow their lead. Note how these inflection points cover a wide array of themes and really go to the heart of what the climate debate is really about. Some of them are fairly similar to others, and none explains more than a few percent of the total variance across themes in the overall discourse. This is why they have been recombined using semantic analysis to create the five primary meme dimensions above — enabling us to draw conclusions that are representative of the entire discourse by observing the convergence of themes that are heavily contested across the landscape of memes about climate change. 18
- 19. Armed with thislevel of specificity, we can guide the creation of strategies to alter the discourse (by reframing one or several inflection points to achieve larger communication and engagement objectives). Together with the meme map that reveals which memes are symbiotic with the global warming meme, we can target these inflections as leverage points for creating ripples of change. It is in this manner that meme analysis becomes practical and actionable. Those who seek to change the discourse via media or policy campaigns will need to be knowledgeable about the range of inflection points that comprise the global warming meme space. We will clarify how to do this in the months ahead as more candidates for symbiotic memes are identified and studied to reveal their inflection points and meme dimensions. A great deal of insight arises from meme analysis, as this material clearly shows. What we do with it is not a matter to be decided solely by us (the researchers) but a topic to be developed collaboratively with our action partners who build and deploy campaigns in order to achieve concrete objectives. In the next section, we present our full research findings with data analysis and detailed discussions of the meme dimensions. 19
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- 21.
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- 27. 27 !"#$%&'()*#+'*,+-*#./01#+ •! !"#$%#&'()'*+$,#,#*$"(-#$./.0)(+#%$+"#$,/,#&+0,$(&%$#)'1*+$%',#&*'/&*2$30+$ (4#$5)(4'&5)6$(3*#&+$74/,$())$/+"#4*8$ •! !"#$(91-'*+$,#,#*$9(446$7/4+"$"(4,/&62$*04-'-()2$(&%$9//.#4(1/&:6#+$(4#$ /-#4*"(%/;#%$36$%##.$.#**','*,$(3/0+$+"#$70+04#8$ •!<(9=$/7$0&'+6$'&$+"#$,#,#$*.(9#$'*$"/)%'&5$3(9=$+"#$*.4#(%'&5$/7$+"'*$,#,#8$$!"'*$ '*$,(%#$;/4*#$36$"/;$%(4=$+"#$#&14#$,#,#$)(&%*9(.#$'*8$$!"#$3#*+$+"#*#$,#,#*$ />#4$'*$+"(+$;#$,'5"+$&/+$())$%'#$/>$;"#&$+"#$9/))(.*#$9/,#*8$ •! ?-#4())2$;#$9(&$*##$;"6$+"#$5)/3()$;(4,'&5$,#,#$"(*$/&)6$.#&#+4(+#%$@A$/7$+"#$ 5)/3()$./.0)(1/&8$$B+$)(9=*$+"#$./;#4$/7$/+"#4$,#,#*$C#858$D(&5&(,$E+6)#2$F/9(G F/)(2$H(6(&$F()#&%(4I$+"(+$"(-#$*.4#(%$,/4#$*099#**70))68$ •! !"'*$3#9=/&*$0*$+/$)//=$/0+*'%#$+"#$5)/3()$;(4,'&5$,#,#$+/$J&%$($.(+"$7/4;(4%8$ !"#$%"&'%()*+,&*-&+#.&%&,##/&)0)01&&230&"%-.&45&60%(-&8#))9+*8%:#+&%;0)<.-&3%=0& 7%*"0/&0+:(0"61&&>0&)9-.&"##?	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•! A00(B"#$%&"'%&(>'%5*"%(2$+/*&"/$(%$?*3/"5,E(?0''#E(*%B(>'%F">5G#*H"%?(>0$*+(I<,(?0'J*0( I*+#"%?("&(%'5(*(?''B(#$#$K(((L<"&($=20*"%&(I<,("5(<*&(%'5(&2+$*B(5'(0*+?$+(2'2.0*3'%&K( •! 60"3&#(B"#$%&"'%($=2+$&&$&(B"&B*"%(M'+($=2$+5('2"%"'%(5<+'.?<(J'5<(2'0$&E(+$"%M'+>"%?(5<$( 0*>H('M(.%"5,($=2+$&&$B("%(5<$(1''2$+*3'%(B"#$%&"'%K( •! A(&"?%"N>*%5(><*%?$("%(2$+>$23'%&(*J'.5(.%"5,(>'.0B(+$/$+&$(5<$(2'0*+"5,('M(5<$( 1''2$+*3'%(B"#$%&"'%(*%B(+$B.>$(<*+#("%F">5$B(J,(*%38$0"5$(/"$I&K( •! O5("&(*0&'(%'5$I'+5<,(5<*5(5<$(&.+/"/*0(2'0$(5$00&(.&(5<*5(*(?0''#,('.50''H(2$+/*B$&(5<$( $%3+$(?0'J*0(I*+#"%?(#$#$(0*%B&>*2$K((1<''&"%?(J$5I$$%($=3%>3'%(*%B(*(0'%?8&<'5(M'+( J*&">(&.+/"/*0("&(%'5(*22$*0"%?(5'(5<$(#*&&$&K(
- 28. 28 !"#$"%&'()%*+,-./"0(%1233'45"6% !"#$%&'$()#*(%$+,-.%/0%+"(%1)/&')%2'34#*1%4(4(%+())$%,$%2"(3(%+/% )//5%0/3%3($/*'*6(%#*%4'#*$+3('4%6,)+,3(7% !"#$%&'()"'%*+,#-.%/0''%,#")',%1.%*(%"'*,+%*2,%&'()"'%/"+30#&% 3,3,4%%52"*%/,%#,,-%*(%6#(/%0.%2(/%*20.%)+("-,+%7(#*,8*% 9+(:0-,.%(99(+*1#0;,.%<(+%7+,";#&%#,/%71'*1+"'%"..(70";(#.4%%% •! =2,%+0.,%(<%.(70"'%3,-0"%"#-%-0&0*"'%7(##,7;:0*$%,#")',.%1.%*(%,#:0.0(#%#,/% 3(-,'.%<(+%7(''")(+";(#4% •! >%)1+&,(#0#&%.2"+0#&%,7(#(3$%+,<+"3,.%*2,%/,)%(<%.(70"'%+,'";(#.209.%*2"*%"+,% :"'1,-%"#-%+,9'07"*,-4% •!!,-0"?."*1+"*,-%#"*1+"'%-0.".*,+.%0#7+,".,%',:,'.%(<%7(39"..0(#%"#-% 0#*,+-,9,#-,#7,%(#%"%&'()"'%.7"',4% •! @+,";:,%,89+,..0(#%0.%,89'(-0#&%*2+(1&2%1.,+?&,#,+"*,-%*,72#('(&0,.4% !""#$%"&$'()*+,$-.,,./0$ !"#$%&'($)*'+),)*-$.)%#*')&*'$&/$"0%1*$#2+#,)#*3#$"14#$5##*$6#7$&0(8$ !"#$%#&'%"#(%#$)*+,"(-"#"+#.++/#("#01("#$%# 234#$-#"15#6.+7(.#0(,)$-6#)5)58# 9:;<4!=!4># ?3=;# @A<:!2B# ;24:;C:;2;D:@A!C# !223=<4!32# 93??<E3:<4!32#
- 29. !"#$%&'%()#*#*!) +,-,!%'%() #*#*!) .*/%0%01)#*#*!) 2&!'%3*)#*#*!) •! 4).&05')6,0')&7-) +,3*)$37*).&')'&)$*) ,)$-&60)!#7.1*8) •!9,%,)(&0!(%&7!0*!!) *0,$3*!)/3&6)%0) !"!'*#!) •! :&!!%3):-**):7'7-*8) •! ;7-'7-*)0,'7-*) $*(,7!*)0,'7-*)6%33) !,<*)7!8) •! =3*,0)*0*-1")/&-) &7-)(2%3.-*08) •! >*).,#,1*.)'2*) &?&0*)3,"*-),0.) /%@*.)%') •! >*),-*),#,?%01)A) 62*0)6*)2,<*)'2*) -%12')%0(*0'%<*!)6*) (,0).&),0"'2%01B) %##70*).*/%(%*0(")) #*#*!)))) 93&$,3)>,-#%01)C*#*DC,+) •! E&6)(,0)6*)!,<*)'2*) >&-3.F)#&-*)3%G*)2&6) !2&73.)4)G0&6)'2,'F) •! E,++*0%01)!&)/,!') %'5!)*#&'%&0,33"),0.) +2"!%(,33") '-,7#,'%(8) •! =3%#,'*)(2,01*)0**.!) '&)$*)<%33,%0%?*.8) •! H-('%()+*-#,/-&!')%!) #*3'%018)I3,0*')%!) 2&&+*.8)C,0G%0.) 2&&+*.B) •! =3%#,'*)(2,01*)6%33) G%33)#%33%&0!)&/) (2%3.-*0)'2%!) (*0'7-"8) •! I&3%'%(,3)!"!'*#!) '&',33")70+-*+,-*.) •! E7#,0%'")%!)1&%01) '2-7)!','*A!2%/'8) •! =-&6.!&7-(%01)J) %0.%1*0&7!) G0&63*.1*8) •! =&00*(')'&)&7-)&60) %00*-)(3%#,'*)'&) !2%/')(3%#,'*8) •! K%G*),)1&&.) 0*%12$&-)9>L!) 2*-*8) •! M*,'2)%!) %0*<%',$3*)A)!&) 62,')'&).&)6N)&7-) '%#*F) •! O2*)(&!'!)&/) (3%#,'*)(2,01*) 6%33)$*)$&-0*)$") '2*)PPQ) •! =3%#,'*)(2,01*)%!) ,)/%12')$*'6**0) (3,!!*!8) •! M-%33)$,$"R).-%33B) •! =3%#,'*)!(%*0'%!'!) 3&&G)/&-)*<%.*0(*)'&) ,!!7-*)/70.%01) •! ==)%!)/,-)-*#&<*.) /-&#)+*&+3*5!) *<*-".,")(&0(*-0!) •! H0)%.*,)!&),$!7-.) '2,')&03"),0) %0'*33*('7,3)(&73.) $*3%*<*)'2*#) •! >*)!+*0.)S$%33%&0!)J)) 6*L-*)6-&01FF) •! T0.)&/)'2*)6&-3.)2,!) ,3-*,.")2,++*0*.8) 4'5!)U7!')'2,')#&!') +*&+3*)2,<*05')V7%'*) -*,3%!*.)%')"*'8) •! =&##70%!'!)#&<*#*0') %!)$*2%0.)9>) •! =&--7+'%&0)#,G*!)9>)3&&G)3%G*),)$-7%!*8)) •! H)+,1,0)-%'*)&/)27#,0)!,(-%/%(*)'&)*0!7-*),) 1&&.)2,-<*!'8 )) •! W7!%0*!!X!7!',%0,$%3%'")%!),)(&0'-,.%('%&08) •! YZR)==)%!)-*,38)4!)-*,3%'")-*,3F) •! 9>F)>&-!')'2%01)%!)6*),33).%*B) •! W&'2)Y$,#,),0.)(3%#,'*)(2,01*),-*)2&,@*!B) •! =3%#,'*)(2,01*).*0%*-!),-*)(&0!+8)'2*&-%!'!) 29 !"#$%&'()"*+#,-+./$0)"12+3-4-+3/5+ !"#$%#&#$%'($)*$'$+,,-$+,$.#/)01$2,&&34)2'5,4$*+/'+#6)#*$'47$+'252*8$!,$9#$*322#**03-$ 1,3/$&#**'6#*$&3*+$(-'1$)4+,$+"#$7#:4)46$'47$*1&9),52$&#&#$*('2#;$)&&34)<#$'6')4*+$ )&&34#$7#:2)#421$&#&#*;$'47$*'($+"#$#4#/61$,0$+"#$",*5-#$&#&#*8$ !"#$%&'()*+,$-#.#$-&/$0"1(0$2"#$34)564/$17$2"#$85).&2#$.#.#$7'1.$2"#$ 9)#(/1)*2$17$0/'#&6)*:$3&0#6$1*$"1($6);#'#*2$.#.#0$&'#$'#5&2#6$21$:513&5$(&'.)*:<$ =<! %#>*)*:$-#.#0$??$@#5/$2"#$:513&5$(&'.)*:$.#.#$0/'#&6$3A$6#>*)*:$("&2$)2$)0$ &3142<$ B<! C..4*#$%#>8)#*8A$-#.#0$??$C*"#'#*2$(#&D*#00#0E$.#.#0$2"&2$D##/$:513&5$ (&'.)*:$7'1.$0/'#&6)*:<$ F<! @10G5#$-#.#0$??$+##D$21$6#02'1A$2"#$:513&5$(&'.)*:$.#.#<$ H<! I&'&0)G8$-#.#0$??$J&28"$1*21$:513&5$(&'.)*:$21$0/'#&6$2"#.0#59#0<$ K<! +A.3)1G8$-#.#0$??$-424&55A$3#*#>8)&5$.#.#0$2"&2$81456$02'#*:2"#*$2"#$ :513&5$(&'.)*:$.#.#<$!"#$354#$18#&*$17$.#.#0$7'1.$&$81..4*)8&G1*$ 02&*6/1)*2<$
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•! !"#$%#&'(')$*#*#+$,#--$+,./(#+$01.2,$3/.,#45')$,"#$3-0'#,$6./$62,2/#$ )#'#/05.'+7$#83/#++(')$0$940'$%.:$+3(/(,$.6$4.'&%#'4#$0'%$.35*(+*;$ •! <'6./,2'0,#-=7$,"#$(**2'#$%#&4(#'4=$*#*#+$,#--$0$>#/=$%(?#/#',$+,./=@,"#$ A./-%$(+$%(>(%#%7$.2/$('+5,25.'+$0/#$'.,$23$,.$,"#$,0+B7$0'%$4/(33-(')$%..*$(+$0--$ 0/.2'%$2+;$ •! !"#$+(,205.'$A./+#'+$4.'+(%#/01-=$A"#'$".+5-#$*#*#+$1/(')$4.'+3(/04=$ ,"#./(#+7$4"0/04,#/$0C04B+7$0'%$+#-6D%.21,$(',.$,"#$*(8;$ •! E0/0+(54$*#*#+$%/0A$0C#'5.'$0A0=$6/.*$,"#$%#&'(')$).0-+$.6$,"#$)-.10-$ A0/*(')$*#*#7$'.,$402+(')$+()'(&40',$%0*0)#$.'$,"#(/$.A'$12,$0%%(')$ 12/%#'$,.$('F2/=;$ •! !"#$)-(**#/+$.6$".3#$/#+(%#$('$,".+#$+=*1(.54$*#*#+$,"0,$4.'>#=$+,./(#+$.6$ #8,#/'0-$+.-25.'+$-(B#$4/.A%+.2/4(')$0'%$+.4(0-$*#%(0$,"0,$*0=$1/(')$0$9+,0,#$ +"(G:$('$)-.10-$3.-(54+$,.$+0>#$,"#$%0=;$ !"#$%#%#$%&'$(#))*$+*$("&($,#$*"-+).$*##/$%-0#$*1%23-45$%#%#*$(-$&**3*($ 6)-2&)$,&0%376$37$*'0#&.3768*-%#("376$3($3*$(--$,#&/$(-$.-$-7$3(*$-,79$
- 31. Appendix -- MediaCoverage of Climate Meme Project The following articles were written about our work. Full text can be found below. 1. What’s Your Meme? Changing the Climate Change Conversation (New York Times Article on the Green Blog): http://green.blogs.nytimes.com/2012/12/17/whats-your-meme- changing-the-climate-change-conversation/ 2. Using Memes to Improve Climate Change Communication (Fast Company Article): http://www.fastcoexist.com/1681526/using-memes- to-improve-climate-change-communication 3. Applying Meme Science to Global Warming (Triple Pundit Article): http://www.triplepundit.com/2012/12/applying-meme-science-global- warming/ DECEMBER 17, 2012, 11:04 AM What’s Your Meme? Changing the Climate Change Conversation By RACHEL NUWER Yes we can! Ermahgerd. Occupy. I had a dream. Haters gonna hate. Tear down this wall! Gangnam Style. Drill, baby, drill. We are constantly bombarded by memes in our daily lives. Some spontaneously flare up and then burn out as quickly as they appeared, while others stick around for decades. We hardly consider their presence, much less contemplate their possible influence on our lives. Researchers in the emerging field of meme science are digging deeper, however, investigating how and why these sticky phrases or trends sink into our cultural psyche and subconsciously influence the way we process the world around us. “Our goal is to introduce rigorous market research tools that have been developed for the corporate sector and apply them to the most pressing social issues in the world,” said Joe Brewer, co-founder of DarwinSF, a San Francisco-based company founded six 31
- 32. months ago tohelp identify and spread memes that may influence significant global issues, starting with climate change. Mr. Brewer and his co-founder, Balazs Lazlo Karafiath, aim to quantify the potential impact of a given climate change meme and then selectively promote its spread. If successful, they think they could creatively shift the way we think about and approach the problem. Memes, they say, are the fundamental units of culture, like DNA. First coined in 1976 by the evolutionary biologist Richard Dawkins, a meme [pronounced meem] represents ideas, behaviors or styles that spread from person to person. It can be a trendy dance, a viral video, a new fashion, a technological tool or a catch phrase. Like viruses, memes arise, spread, mutate and die. “Right now, everyone just pushes out Internet memes and other communication materials, hoping that these messages will somehow spread,” Mr. Karafiath said. “We think getting a lay of the land beforehand may help us figure out how to reach a tipping point in the broad cultural context of climate change.” To seek out that cultural context, Mr. Brewer and Mr. Karafiath draw upon techniques from epidemiology, cognitive science, systems theory and other disciplines to identify and understand climate change memes. They gather potential memes through interviews and from Twitter, Facebook and other social media platforms. Any bite-size mention of climate change they come across, from two or three words to a couple of sentences, enters their database. The hostile memes, or those that run counter to the message they wish to spread, are weeded out, and the rest are statistically analyzed and coded. This produces a meme map that is meant to connect any given meme to thousands of similar ones and indicate its sticking potential. Once they identify those memes — things like “We are part of this world and must live accordingly” or “A healthy economy is fundamentally linked with a healthy environment”— they plan to draw on a network of foundations and nongovernmental organizations to help promote the message. Ultimately, they hope to promote a sea of symbiotic memes delivering and reinforcing different versions of the same powerful message about climate change and the planet. Of course, not all memes will resonate with every person who encounters it. Different people — a conservative Christian from the rural Midwest, for example, versus a progressive atheist in Seattle — will probably not take to the same memes, and the DarwinSF team plans to adjust its messages accordingly. 32
- 33. Recent research publishedin the journal Psychological Science reinforces this idea, suggesting that Americans’ seemingly polarized takes on the environment can be bridged with an adjustment of language. The study’s authors arrived at this finding after recruiting 300 participants and testing them to see how their political ideology influenced their outlook on the environment. Most of the participants were given persuasive pieces about climate change to read; roughly a third of the participants received a neutral description of the history of neckties. The Op-ed versions approached climate change from one of two standpoints. Half described the ecological harm that humans are inflicting on the environment and included photos of slashed forests and barren coral reefs; the remainder contended that pollution violates the sanctity and purity of the earth, displaying images of pollution looming over a city and of a person drinking dirty water. Both messages ended on a positive note, indicating that the reader could act to help prevent this from coming to pass. Self-described liberal participants, the researchers found, reacted about equally strongly to the environmental damage and the environmental sanctity messages. Self-described conservatives, on the other hand, showed about the same reaction to the environmental harm and the necktie story. In other words, they were unmoved. But when it came to the sanctity message, the conservatives expressed disgust for the situation and support for pro-environmental legislation. “We were able to persuade conservative participants to be supportive of environmental policy and care more about the environment in general,” said Matthew Feinberg, a postdoctoral candidate at the Center for Compassion and Altruism Research and Education at Stanford University and the lead author of the study. “They were not only persuaded but almost as supportive as liberals when they perceived the environment as a moral issue.” Mr. Brewer, who is familiar with Dr. Feinberg’s work, said, “Engaging the public around issues of the sacred will be powerful for influencing the behavior of conservatives,” he said. Mr. Brewer and Mr. Karafiath hope to develop memes that variously target a broad swath of cultural contexts, whether from a national, political or demographic point of view. “The realm of possibility is restrained by physical laws, but particular worldviews are only constrained by what people think,” Mr. Brewer said. “To change what is possible is to change the beliefs that keep people from seeing pathways to solutions.” 33
- 34. He and Mr. Karafiáth invite readersto tweet #climatememe suggestions to them, post on their Facebook page or share potential climate change memes right here on the blog by submitting comments. 34
- 35.
- 36. Applying Meme Scienceto Global Warming December 3rd, 2012 By Joe Brewer and Lazlo Karafiath We all want to live in a world that supports life and promotes human well-being. Okay, do we really want to? That’s a critical question that can only be answered by taking a deep look at the attitudes, beliefs, and dispositions of people in the world. How many people out there believe the world is finite and precious? What is the proportion who see the End Times as a good thing? And what kind of research methodology would even create valid data that can answer questions like these? 36
- 37. A major blindspot in the effort to address climate change is that no one has thought to ask this question before. The reason is simple — most people are not aware that cultural values are empirically real. They don’t know that a scientifically rigorous approach can be brought to bear on this central question of our times. We are here to tell you that one does and it goes by the name Meme Science. Meme science is the epidemiology of ideas. It is the deconstruction of thoughts and behaviors to reveal the aspects of culture that live in the minds of people and replicate themselves by spreading from one brain to another in the shared stories, common practices, and widely held beliefs that constitute a particular community. This new science has been around for a few decades in nascent form, with all the necessary elements developed and tested across a number of research fields. Basically, you can think of Meme Science as the combination of: 1. Capturing of ideas, stories, and experiences that have real meaning in people’s lives; 2. Statistically analyzing the emotional and semantic content of the “cultural units” to reveal how they relate to each other; 3. Constructing a meme landscape that maps out the social ecosystem of ideas and their interrelationships; 4. Revealing the social networks that connect people and ideas through their various conversation channels; 5. Gathering insights about what people are thinking and how they feel in order to provide communication and engagement guidance that resonates with them and leads to actual changes in behavior. Meme science is comprised of inputs from complexity theory, network science, social psychology, statistical mathematics, and neuroscience. When these building blocks are brought together, it becomes possible to treat cultural dynamics as a pattern language that behaves like a full-fledged ecosystem. There are aspects of culture that nurture the spread of some ideas alongside other aspects of culture that limit or prey upon them. We have seen this in the framing of political issues where “death panels” spread like a parasite on “Obamacare” — pushing out any discussion of “Medicare for All” or “Universal Health Care.” The same is true for the discourse around climate change. We have watched “drill, baby drill” and “clean coal” spread like wildfire through the communication networks of our media system. Both were repeated several times in the U.S. presidential debates this fall, while nothing was said about melting ice sheets or the mass extinction of species that plague our planet. This is a real problem. It can be stated simply: Good memes are NOT good memes. 37
- 38. The memes thatare good at spreading are not the ones that are good for the future of humanity. We see this as a defining problem of our time. This is why we have launched the Climate Meme Project to map out the meme landscape and help spread the memes that will be essential for our collective survival. As researchers who specialize in the study of complex systems, cultural semantics, and meme science, we want to bring our skills to the movement and help wherever we can. For example, we know that any civilization that remains incapable of managing its impacts on the environment will collapse. Jared Diamond demonstrated this conclusively in his book, Collapse: How Societies Choose to Fail or Succeed. So we must cultivate the cultural soil and tend our meme gardens if we want to survive and thrive. And what might those memes look like? Here’s a preliminary list that will be vital: • We are part of this world and must live accordingly. • A healthy economy is fundamentally linked with a healthy environment. • Nature is the source of wealth in the world, not extractable “resources” to use up and throw away. • The Earth is finite and precious. • All life is an interconnected web, what we do to part of it we do to the whole. Memes like these should not surprise us. They have been around for quite some time. And yet they are not good memes these days. Instead we find ourselves talking about “economic growth”, “rational actors”, and “free markets” — totally disconnected from the reality of how a resilient economy actually works. You can help us succeed by joining the Climate Meme Project today. We are all in this together (another important meme!) and we can only succeed through collaboration informed by both foresight and insight. That is exactly what meme science provides. And it is just what the doctor ordered in this great time of need. Joe Brewer and Lazlo Karafiath are co-founders of DarwinSF, a social impact company whose mission is to help good memes spread far and wide. 38
- 39.