Why ya Gotta Be So Meme?

You—With Your Switching Sides And Your Wildfire Lies…

Long before spoken language was formalised, there were other more tribalised and esoteric ways of understanding: enter semiotics, the study of signs and symbols. This fact is one of the reasons why memes are such a powerful method of spreading units of information even today. Memes tap into the primal nature of communication that transcends spoken language and stimulates our primal, symbol-driven (semiotic) understanding.

By their very nature, memes are effective in their simplicity and rapid dissemination, tapping into the visceral, often subconscious layers of our understanding. They utilise symbolic resonance that transcends modern language to leverage signs and symbolic references embedded deeply within the human collective consciousness, allowing them to be a product, a facilitator, and a viral disseminator of cultural discourse.?

Their power lies in their ability to transduce complex ideas into accessible and emotionally resonant packets of information and disseminate them quickly, thus subverting the conscious mind and stimulating the deeply hidden recesses of our collective consciousness: a subconscious smoke signal of sorts.?

Consider this: the speed with which knowledge about them disseminated among the American Plains tribes astounded the Europeans. They subsequently discovered that this rapidity of communication was caused by the efficiency and quickness of the smoke signal system, an advanced form of communication that these aboriginal peoples had long employed.

Effective memes serve as semiotic signposts, subtly referencing cultural archetypes and pop culture symbols that resonate instantly across a broad cultural spectrum, effortlessly bypassing critical analysis.

This allows them to sidestep lengthy explanations and engage us on a more primal, instinctual level. Thus, memes act as anaesthesia for critical thinking skills, allowing information past that gatekeeper to activate our emotionally driven subconscious.

The reasons behind memes' efficacy make them powerful tools in the disinformation, conspiracy theory, and asymmetric warfare toolbox. Once rationality is bypassed, reflexive control is easily accomplished. Fear, hatred, and ridicule are potent motivators with the innate ability to make us malleable to the will of the implied boogeymen.

Conversely, memes encapsulate the potential for positive messages and can be a potent tool against the pollution of our information spaces by bad actors. It's important to remember that just as weapons have a two-way potential, so do memes. This realisation instils hope, highlighting memes' potential as catalysts for positive change.

Example Meme:?

This meme portrays Brexit as a divisive event, symbolised by the torn Union Jack and EU flags, representing a deep societal split. At the centre of the picture, a bottle of vodka and a match adorned with the Russian flag symbolise foreign interference, the accelerant of political unrest, and the pervasive nature of disinformation. Comparing Brexit to a 'nightmare' brought on by falsehoods and misinformation, the text demands that

such behaviour is unacceptable in any country that claims to be 'FREE.' The meme efficiently engages viewers emotionally and intellectually by appealing to deeply ingrained cultural anxieties and beliefs. It does this by encapsulating the disputed issues surrounding Brexit and the perceived risks to democratic norms through potent visual symbols and powerful words.

Semiotics:?The study of signs and symbols as units of communication.

Transduce:?Used metaphorically in my post, it means the repackaging of complex ideas into simple units of communication which bypass our critical thinking skills and activate our subconscious fears, dislikes, hates, prejudices…

Cultural Reference: Why Ya Gotta Be So Meme? You—With Your Switching Sides And Your Wildfire Lies…

This title and subtitle, inspired by Taylor Swift's song 'Why You Gotta Be So Mean,' are repurposed here to spotlight the dual-edged sword of meme culture. Swift's original lyrics, which address the emotional impact of harsh words and actions, echo the underlying themes of manipulation and deceit often prevalent in the viral spread of memes. Just as Swift uses her lyrics to call out the destructive power of negativity, this article aims to unravel how memes, in their simplest form, can sway public opinion, distort truths, and perpetuate falsehoods under the guise of humour and satire.

#Memes #Semiotics #Disinformation #Misinformation