The term "meme" was first coined by British evolutionary biologist Richard Dawkins in his 1976 book, "The Selfish Gene." Dawkins used the word to describe an idea, behavior, or style that spreads from person to person within a culture. He derived the term from the Greek word "mimema," meaning "imitated," which he shortened to "meme" to rhyme with "gene." Memes are considered the cultural counterpart to biological genes as they self-replicate, mutate, and respond to selective pressures. The concept of a meme extends beyond just biological evolution, emphasizing cultural evolution and the propagation of societal norms and ideas.
With the advent of the internet and digital communication, memes have evolved predominantly into images, videos, or texts that are shared widely online, often with slight variations. These internet memes can encompass a wide range of content, including humorous images, videos, hashtags, or even just phrases and expressions. They are primarily spread through social media platforms, forums, and websites. Memes function as a form of social commentary, encapsulating complex cultural emotions and positions in a compact, easily digestible format. This has made them powerful tools for Satire and social critique, capable of influencing public opinion and cultural trends.
The lifespan of a meme can vary greatly; some memes can go viral overnight and then quickly fade away, while others may embed themselves into culture for a prolonged period. The impact of a meme largely depends on its Resonance with current cultural or social phenomena and its ability to be easily adapted across various contexts. Memes that capture universal experiences or emotions tend to last longer and spread more widely. For example, the "Success Kid" meme, which features a baby making a fist pump accompanied by texts celebrating minor victories, gained widespread appeal by humorously celebrating relatable everyday successes.
In academic and marketing contexts, memes are studied for their role in communication and their ability to influence group behavior. Marketers, in particular, see memes as valuable tools for viral marketing campaigns, leveraging their appeal to quickly spread messages and enhance brand visibility. However, the unpredictable nature of how memes are received by the public poses a challenge. A meme that is meant to be humorous or light-hearted can sometimes be received negatively, leading to Backlash against a brand or individual. Despite this, the study of memes—Memetics—continues to evolve, examining how ideas spread and morph within the digital age, providing insights into human communication patterns and societal shifts.