Memes as genre: A structurational analysis of the memescape
Abstract
A tenable genre development of Internet memes is introduced in three categories to describe memetic transformation: spreadable media, emergent meme, and meme. We argue that memes are remixed, iterated messages which are rapidly spread by members of participatory digital culture for the purpose of continuing a conversation. We understand that memes develop from emergent memes, which we define as altered or remixed spreadable media. We have adapted and modified Jenkins’ term “spreadable media” to refer to original or non-parodied messages. Our analysis benefits from the inclusion of Anthony Giddens’ structuration theory to aid in understanding how memes as artifacts of participatory digital culture are created. Our genre development of memes demonstrates the generative capacity for continued memetic transformation and for participation among members of digital culture. We use structuration to position these dynamic components as the core of a duality of structure for Internet memes.
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Biographies
Bradley E Wiggins is an Assistant Professor of Media Communication in the College of Languages and Communication at the University of Arkansas—Fort Smith. His research interests include new media, games and simulations, and intercultural communication.
G Bret Bowers is an Assistant Professor of English and Rhetoric in the College of Languages and Communication at the University of Arkansas—Fort Smith. His research interests include new media, digital rhetorics, and network theory.
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Article first published online: May 26, 2014
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