How memetic media-aggregate texts that are collectively created,
circulated, and transformed-become a part of public conversations
that shape broader cultural debates. Internet memes-digital
snippets that can make a joke, make a point, or make a
connection-are now a lingua franca of online life. They are
collectively created, circulated, and transformed by countless
users across vast networks. Most of us have seen the cat playing
the piano, Kanye interrupting, Kanye interrupting the cat playing
the piano. In The World Made Meme, Ryan Milner argues that memes,
and the memetic process, are shaping public conversation. It's hard
to imagine a major pop cultural or political moment that doesn't
generate a constellation of memetic texts. Memetic media, Milner
writes, offer participation by reappropriation, balancing the
familiar and the foreign as new iterations intertwine with
established ideas. New commentary is crafted by the mediated
circulation and transformation of old ideas. Through memetic media,
small strands weave together big conversations. Milner considers
the formal and social dimensions of memetic media, and outlines
five basic logics that structure them: multimodality,
reappropriation, resonance, collectivism, and spread. He examines
how memetic media both empower and exclude during public
conversations, exploring the potential for public voice despite
everyday antagonisms. Milner argues that memetic media enable the
participation of many voices even in the midst of persistent
inequality. This new kind of participatory conversation, he
contends, complicates the traditional culture industries. When
age-old gatekeepers intertwine with new ways of sharing
information, the relationship between collective participation and
individual expression becomes ambivalent. For better or worse-and
Milner offers examples of both-memetic media have changed the
nature of public conversations.
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