SOCIAL JAVASCRIPT

by Srini Kumar

Memes are The Code of Society

• Definition • Context• Examples• Social Javascript• Philosophical Implications

Meme: Definition

“The term "meme" coined in 1976 by evolutionary biologist Richard Dawkins, refers to a unit of cultural information transferable from one mind to another. Dawkins said, Examples of memes are tunes, catch-phrases, clothes fashions, ways of making pots or of building arches. A meme propagates itself as a unit of cultural evolution and diffusion — analogous in many ways to the behavior of the gene (the unit of genetic information). Often memes propagate as more-or-less integrated cooperative sets or groups, referred to as memeplexes.”

Source: Wikipedia:Memes

Memes Are Pseudo-Biological

• Pseudo-biological– Genes affect our biological configuration– Memes affect our ARCHETYPICAL config– Archetypes -> Behavior -> Circumstances

• Will to replicate, just like DNA• Can totally replace native belief• Immortality/Persistence• History as MEME STRUGGLE

MEMES INVADE OUR BODIES!

• IF memes were BIOLOGICAL LIFE FORMS we would view tattoos differently

• Memes leap off paper and onto our skin• Used to “identify” or “categorize”• Used as punishment in prison or by

fascist nation-states• “Tattoo subculture” associated with

illegal/immoral behavior

THE MEME MENACE

• Naziism/Communism• Mass organized religion• Worship of symbols and written law• Spread of literacy

– Fewer people used to be literate– More memetic control– Fragmented media landscape due to

spread of literacy– “Social schizophrenia”?

SOCIAL JAVASCRIPT: menace or medicine ???

• How can YOU create a meme ?• What can a meme do for your brand ???• Advertising Examples

– Wazzaaaap !!! !!! !!!– “Where’s the beef?”

• Free Advertising Through WoM• Online: Viral built in to the product

– Hotmail

What is SOCIAL JAVASCRIPT ???

• Rigorous approach to memetics• Clear vision of boot sequence• Fidelity• Relevance• Flexibility• Hooks• Contagion Potential

WITHOUT A WILL, THERE’S NO WAY

• What is the goal of your script ?– What is in it for the carrier ?– What is in it for you ?

• Short-term goals • Long-term, “macro” goals

• How will your script be sequenced to generate the target archetype ???

• Are you truly ready for the karmick consequences of your memecraft ???