Memes, de Certeau and la perruque

I think that memes are a manifestation of popular culture as well as about popular culture which they remake and remix.

I love Flickr's Song Chart meme for example.

Memers are having a bit of fun with the pop culture around them as well as spoofing crummy business pitch PowerPoint presentations and their cheesy graphic representations of data.

Here's Meatloaf's 'I would do anything for love (but I won't do that)' (really cheesy song) as a very simple example:

Things I would do for love

I wonder of the memers are working at home or at work? I ask as this sort of meme makes me think of de Certeau's concept of 'la perruque' (the wig). 'La perruque' is the worker's own production performed at the workplace under the disguise of legitimate work for the boss. Nothing is stolen other than time. Here's de Certeau:

It differs from absenteeism in that the worker is officially on the job. 'La perruque' may be as simple a matter as a secretary's writing a love letter on 'company time' or as complex as a cabinetmaker's 'borrowing' a lathe to make a piece of furniture for his living room." (1984: 25)

In this tactic, employees divert time away from producing profit for his/her employer and instead uses it for his/her own enjoyment, for activities that are "free, creative, and precisely not directed toward profit" (de Certeau 1984: 25).

I wonder if it would be worth contacting memers - Flickr-based or not - to find out if this hunch can be substantiated?



References

De Certeau, M. (1984). The Practice of Everyday Life. Berkeley: University of California Press.

What's behind the popularity of the lolcat meme?

Yeah, what's behind the popularity of the lolcat meme?

With memes, there's an element of play (see my Variations on a meme blog post from December). So what's being played with in lolcats?

In part, I think it's the cheesy, naff, sentimental stream in popular culture (think Hallmark cards, kittens playing with balls of wool on Xmas calenders etc.). Memers are having a bit of a laugh at the expense of these sorts of texts (and their audiences). The language used - and there are web sites on how to write lolspeak (e.g. The Definitive Lolcats Glossary) - is the deliberately grammatically incorrect 'baby-speak' used when talking to, well, babies and pets.

However, I also think it's possible to read the lolcats pictures and texts unironically: look at the fluffy kittens in adorable funny poses! They're cute, adorable and they make us laugh! The baby-talk we use to speak to them is fun and an integral part of the pleasure we experience.

I don't know how to 'read' lolcats: first- (irony-free) or second- (ironic) degree?

They make me think of Roland Barthes' comments on flaubertian irony:

... in wielding an irony fraught with uncertainty, [Flaubert] brings about a salutary uneasiness in the writing: he refuses to halt the play of codes (or does so badly), with the result that (and this is no doubt the true test of writing as writing) one never knows whether he is responsible for what he writes (whether there is an individual subject behind his language); for the essence of writing (the goal and meaning of the activity which makes up writing) is to prevent any reply to the question, who is speaking? (Quoted in Culler 2006: 204)

Who is speaking in lolcats? The ironist or the cat-lover?

References

Culler, J.(2006 2nd ed.). Flaubert: The Uses of Uncertainty. Aurora CO: The Davies Group.

Variations on a meme

What's a meme? Is it the same as a viral? Yes, kind of, but no, not really strictly speaking ...

A meme is something in the air, that goes around, passed on from person to person. Sounds pretty viral-like so far.

However, it's not the same as a viral which is generally content (e.g. video) that self-propagates as it's forwarded from person to person (via email, Facebook etc.). I suppose you could argue that virals are a little passive - I find a funny video, I have a laugh, I pass it on to some friends who have a laugh at it too and pass it on in turn ad infintum (or usually until it comes back to me).

A meme involves more participation in the creation of new - in the sense of remixed, remade, adapted - content.

Here's an example: someone comes up with the idea of expressing song lyrics in the form of a PowerPoint-style pie chart graphic. The chart goes up - on Facebook, Flickr etc. - and in a short space of time there are hundreds - if not thousands - of riffs on the theme. If I meme (I think it's used as a verb) I'm creating my own take on an established convention - in this case re-articulating the lyrics of a song as a user-friendly graphic. There's stylistic play and parody aplenty here as memers (I think it can be used as an agent noun) simultaneously spoof pop lyrics and business-pitch presentation styles.

Where's it come from? Dunno ... but it looks like the thing you'd do if you were a student or bored office worker. Using MS Office and other software to have a laugh and take the piss out of both cheesy pop culture and naff business sales speils. The song chart meme in particular feels like the work of early 20 somethings to mid 30 somethings in its slacker, post The Office (UK and US), smirking, parodic aesthetic. I quite like it too ...

• Song Chart Meme
  http://flickr.com/photos/boyshapedbox/sets/72157603957925616/

Let's finish on a pretentious note: memes remind me of OULIPO, a group of mainly French writers drawn to the idea of la contrainte, constraint, as a means of generating new text. Meme-ing though is multimodal.

One problem with the term meme is that the Dawkins-derived metaphor doesn't assert the primacy of creativity; it is suggests a natural process of self-propagation without human agency.