Toward A Model of Meme Diffusion (M³D)

Abstract

An approach to modeling meme diffusion is proposed, drawing on insights from evolutionary theory, information theory, meme theory, frame analysis, general systems theory, social identity theory, communicative competence theory, narrative rationality theory, social network analysis, and diffusion of innovation theory. The model framework proposes that memes compete at multiple levels to occupy information niches. The purpose of this synthesis is to provide a heuristic framework for organizing manifold investigations into the roles that new media are playing in the diffusion of ideas in cyberspace and real space. The result is an outline of a multilevel model of meme diffusion (M 3 D) that seeks to integrate these theories and to stimulate new theory development in the fields of big data and new media.

Emotional Feedback and the Viral Spread of Social Media Messages About Autism Spectrum Disorders

“…Third, emotional feedback is only 1 of many factors that may shape virality at multiple levels of analysis-including additional characteristics of social media messages; the organizations that produce them; the social media users who view or comment on them; and broader external factors such as news coverage of an organization. 12 The text of all posts and comments on Facebook fan pages that advocacy organizations create for public outreach are publicly available. Yet Facebook Insights data that describe the viral reach of each post-and aggregate characteristics of those who view posts-cannot be accessed without permission from the owner of a fan page.…”

“…6 This lack of research is noteworthy because social media are fundamentally interactive and therefore cannot be analyzed via conventional media theories that posit a 1-way channel between advocacy organizations and their audiences. 6,7,12,13 I examined the participatory nature of social media by asking whether exchanges of emotion between advocacy organizations and social media users increase viral views of posts about ASDs. Numerous studies suggest that emotional public health campaigns are more likely to reduce negative health behaviors than are those that employ dispassionate, scientific language.…”

Metaanálisis del consumo digital en el ecosistema mediático contemporáneo: factores distintivos e implicaciones emocionales

“…Cada vez adquiere un peso mayor en la dieta mediática los "memes" (Rodríguez, 2013), esto es, las imágenes, vídeos e ideas contagiosas que circulan viralmente por Internet, movilizando las emociones de los usuarios tanto horizontalmente (a través de los blogs, YouTube, Facebook, Twitter) como verticalmente, cuando los medios tradicionales (televisión, radio, periódicos) también se hacen eco de la resonancia emocional que aquellos adquieren. Comprender e intentar predecir el proceso de difusión de este tipo de contenidos ha sido objeto de análisis por parte de los académicos (Shifman, 2013;Spitzberg, 2014;Ash, 2015). Es un fenómeno que se ha investigado especialmente en el ámbito de la publicidad, donde los autores coinciden en que un componente necesario para que un vídeo sea compartido en el entorno digital es que despierte emociones; y, entre éstas, la sorpresa y la alegría, sobre todo (Eckler y Bolls, 2011; Dafonte, 2014).…”

A longa duração dos memes no ambiente digital: um estudo a partir de quatro geradores de imagens online

“…O estudo do tema ainda não parece ter atingido o mesmo passo de sua utilização e divulgação como produtor de sentidos nas interações entre usuários de redes digitais, embora seja possível registrar um número contínuo de trabalhos produzidos a partir de 2010 -veja-se Kilpinen (2008), Shifman (2013Shifman ( , 2014Milner (2013), Spitzberg (2014), Martino (2014) ou Pinto (2015).…”