A Deep Dive into the Internet Meme
1
BINDERS FULL OF WOMEN, EH? BINDERS FULL OF WOMEN, EH? TELL ME MORE ABOUT THE MODERN HIRING PROCESS, MR. ROMNEY TELL ME MORE ABOUT THE MODERN HIRING PROCESS, MR. ROMNEY ONE DOES NOT SIMPLY ONE DOES NOT SIMPLY FILL BINDERS WITH WOMEN FILL BINDERS WITH WOMEN Romney still uses binders? LOL Romney still uses binders? LOL Psy's video catapulted him from Korean to international stardom, and he and his record company pulled in about $4 million dollars of the over $8 million generating for YouTube with online advertising deals. Online Advertising Deals Psy and His Record Company SOURCES: KNOWYOURMEME.COM, MTV.COM, TIME.COM, FORBES.COM, BUSINESSINSIDER.COM, NYTIMES.COM, LATIMES.COM, CBSNEWS.COM, PEWINTERNET.ORG, BILLBOARD.BIZ, ADWEEK.COM, ABCNEWS.COM EXPECT MEMES TO GET EVEN BIGGER IN 2013 . “THE MINDSET OF THIS DANCE IS DRESS CLASSY AND DANCE CHEESY.” - PSY 52% INTERNET MEME DISSECTING THE LIFE CYCLE OF THE INTERNET MEME WITH AN ANALYSIS OF THE BEST AND WORST MEMES FROM 2012 In the past year, memes have grown, evolved, and expanded in reach and usage. Many of the most viral memes appeared in response to serious issues in politics and business around the country and, in some cases, the world. News organizations observed the power of memes, discussing their influence as their popularity rose and their definition broadened. And Merriam-Webster Dictionary even included the word in its 2012 Words of the Year list. But how do memes originate and go viral, and why are memes dominating the Web and popular culture? We examine four of the most popular memes from 2012 to see how they did it. When the nonprofit organization Invisible Children uploaded its Kony 2012 video to YouTube, the filmmakers already had a strategic social media and sharing plan in place. To spread the word about African war criminal Joseph Kony’s Lord’s Resistance Army, the organization’s website contained clickable images of 20 specific celebrities and 12 policy-makers and instructions to contact them via Twitter regarding the Kony 2012 campaign. In a day, the video’s total view skyrocketed, and it continued to do so. A DEEP DIVE INTO THE KONY 2012 “The most viral video in history.” The Rise of an Olympic Meme Many celebrities in turn felt compelled to react to Kony 2012 and spread the word about the video to their followers through Twitter, included: AGED 18-29 AGED 30-49 AGED 50-64 5,000 TWEETS ON 76 MILLION VIEWS ON AGED 65+ Invisible Children considered young adults who share content as its audience for Kony 2012, then targeted them accordingly through social media. Within the first week, there were: Social Media Stronghold Though heavily shared, the meme is considered a failure. The video tied in with the “Cover The Night” campaign, a daylong event of community service and Kony marketing. Turnout was very disappointing, due to a growing backlash of controversy. Notoriety of Kony 2012 led to: Director Jason Russell being hospitalized after a “temporary psychotic breakdown.” The public discovering that only 37% of Invisible Children’s budget was directed to programs in Africa. Critics lamenting that the video glosses over much of Uganda’s history and simplifies a very complicated situation. Why It Failed During the second presidential debate, however, Romney used the now-infamous phrase when discussing pay equity during his governorship. Jokes and parodies hit social media within minutes of the comment, which was then extensively covered by the media the next day. Considering peoples’ immediate response, many credited the meme with sparking the women’s rights discussion on the campaign trail. The Comeback Glib How it spread: After United States Olympic gymnast McKayla Maroney fell during her second vault and received a silver medal in the competition, she stood on the award platform with an icy stare, pursed lips, and folded arms. The look went viral, as a Photoshopped image of McKayla began popping up online in pictures of important historical moments and famous works of art. MCKAYLA IS NOT IMPRESSED After wide consideration as victor of the first 2012 U.S. presidential debate, Mitt Romney closed the gender gap among voters and was poised for a comeback. BINDERS FULL OF WOMEN Korean pop artist Psy dominated pop culture around the world with “Gangnam Style” for several reasons, including the: GANGNAM STYLE International Income Milestones of the Mega-Hit Video: What it spawned: But, with growing overabundance comparisons to the 90’s hit “Macarena,” even Psy himself said that he hopes to “end the song” soon. It’s no wonder “Gangnam Style” became the year’s ultimate meme that everyone loved to hate. Getting & Setting Records Popular parodies: Famous Faces Also Unimpressed Meme Mashups: DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 42% 50% 43% 30% 30% 37% 18% 40% 20% 18% 29% Heard a lot Heard a little Heard nothing AUG 7 AUG 6 AUG 8 AUG 5 66,000 VIEWS 9,000,000 VIEWS 345 MILLION VIEWS 622 MILLION VIEWS 870 MILLION VIEWS 1 BILLION VIEWS Maroney makes face on camera at the Olympics. Buzzfeed posts “McKayla Maroney Falls, Lets Out Her Inner ‘Mean Girl,’” which picks up 170,000 views in 48 hours. A tumblr blog titles McKayla is Not Impressed is created, and sites such as Mashable and What’s Trending discuss the meme’s creation and continue to spread awareness. The Wall Street Journal calls Unimpressed McKayla “the Olympics’ first breakout meme.” OCT 1 SEP 1 AUG 1 NOV 1 DEC 1 DEC 21 JUL 15 THE “GANGNAM STYLE” MUSIC VIDEO IS RELEASED. OCT 18 OCT 17 OCT 16 After Romney makes the comment, it immediately goes viral on Facebook, Twitter, YouTube, and Tumblr. People begin posting related parody reviews of actual binders on Amazon. The Tumblr has more than 11,000 followers, while the related Twitter account gains more than 32,000 followers. Many news outlets discuss the meme, including Time, The Atlantic, The Wall Street Journal, CBS News, and NPR. The “Binders Full Of Women” fan page on Facebook grows to 343,000 likes. President Obama NASA’s Mars Rover Team Al Roker Reaction videos Parody videos Dance mobs Gandalf Style Navy Gangnam Style University of Oregon Style CATCHY BEAT OPEN-FOR-TRANSLATION LYRICS OVER-THE-TOP MUSIC VIDEO EASY-TO-DO DANCE SINGER’S CHARMING PERSONALITY 37% - Mashable 100,000,000 VIEWS 90 MILLION VIEWS $4 MILLION $8 MILLION +
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Transcript of A Deep Dive into the Internet Meme
BINDERS FULL OFWOMEN, EH?
BINDERS FULL OFWOMEN, EH?
TELL ME MORE ABOUT THE MODERNHIRING PROCESS, MR. ROMNEY
TELL ME MORE ABOUT THE MODERNHIRING PROCESS, MR. ROMNEY
ONE DOES NOT SIMPLYONE DOES NOT SIMPLY
FILL BINDERS WITH WOMENFILL BINDERS WITH WOMEN
Romney stilluses binders?
LOL
Romney stilluses binders?
LOL
Psy's video catapulted him from Korean to international stardom, and he and his record company pulled in about $4 million dollars of the over $8 million generating for YouTube with online advertising deals.
Online Advertising Deals
Psy and HisRecord Company
SOURCES:
KNOWYOURMEME.COM, MTV.COM, TIME.COM, FORBES.COM,
BUSINESSINSIDER.COM, NYTIMES.COM, LATIMES.COM, CBSNEWS.COM,
PEWINTERNET.ORG, BILLBOARD.BIZ, ADWEEK.COM, ABCNEWS.COM
E X P E C T M E M E S T O G E TE V E N B I G G E R I N 2 0 1 3 .
“THE MINDSET OF THIS DANCE IS DRESS CLASSY AND DANCE CHEESY.” - PSY
52%
I N T E R N E T M E M E
DISSECTING THE LIFE CYCLE OF THE INTERNET MEMEWITH AN ANALYSIS OF THE BEST AND WORST MEMES FROM 2012
In the past year, memes have grown, evolved, and expanded in reach and usage. Many of the most viral memes appeared in response to serious issues in politics and business around the country and, in some cases, the world. News organizations observed the power of memes, discussing their influence as their popularity rose and their definition broadened. And Merriam-Webster Dictionary even included the word in its 2012 Words of the Year list. But how do memes originate and go viral, and why are memes dominating the Web and popular culture? We examine four of the most popular memes from 2012 to see how they did it.
When the nonprofit organization Invisible Children uploaded its Kony 2012 video to YouTube, the filmmakers already had a strategic social media and sharing plan in place. To spread the word about African war criminal Joseph Kony’s Lord’s Resistance Army, the organization’s website contained clickable images of 20 specific celebrities and 12 policy-makers and instructions to contact them via Twitter regarding the Kony 2012 campaign.
In a day, the video’s total view skyrocketed, and it continued to do so.
A D E E P D I V E I N T O T H E
KONY 2012
“The most viral video in history.”
The Rise of an Olympic Meme
Many celebrities in turn felt compelled to react to Kony 2012 and spread the word about the video to their followers through Twitter, included:
AGED 18-29 AGED 30-49 AGED 50-645,000 TWEETS ON
76 MILLION VIEWS ON
AGED 65+
Invisible Children considered young adults who share content as its audience for Kony 2012, then targeted them accordingly through social media.
Within the first week, there were:
Social Media Stronghold
Though heavily shared, the meme is considered a failure. The video tied in with the “Cover The Night” campaign, a daylong event of community service and Kony marketing. Turnout was very disappointing, due to a growing backlash of controversy. Notoriety of Kony 2012 led to:
Director Jason Russell being hospitalized after a “temporary psychotic breakdown.”
The public discovering that only 37% of Invisible Children’s budget was directed to programs in Africa.
Critics lamenting that the video glosses over much of Uganda’s history and simplifies a very complicated situation.
Why It Failed
During the second presidential debate, however, Romney used the now-infamous phrase when discussing pay equity during his governorship. Jokes and parodies hit social media within minutes of the comment, which was then extensively covered by the media the next day. Considering peoples’ immediate response, many credited the meme with sparking the women’s rights discussion on the campaign trail.
The Comeback Glib
How it spread:
After United States Olympic gymnast McKayla Maroney fell during her second vault and received a silver medal in the competition, she stood on the award platform with an icy stare, pursed lips, and folded arms. The look went viral, as a Photoshopped image of McKayla began popping up online in pictures of important historical moments and famous works of art.
MCKAYLA IS NOT IMPRESSED
After wide consideration as victor of the first 2012 U.S. presidential debate, Mitt Romney closed the gender gap among voters and was poised for a comeback.
BINDERS FULL OF WOMEN
Korean pop artist Psy dominated pop culture around the world with “Gangnam Style” for several reasons, including the:
GANGNAM STYLE
International Income
Milestones of the Mega-Hit Video: What it spawned:
But, with growing overabundance comparisons to the 90’s hit “Macarena,” even Psy himself said that he hopes to “end the song” soon. It’s no wonder “Gangnam Style” became the year’s ultimate meme that everyone loved to hate.
Getting & Setting Records
Popular parodies:
Famous Faces Also Unimpressed
Meme Mashups:
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6
42% 50% 43%
30% 30% 37%18%
40% 20% 18% 29%
Heard a lot Heard a little Heard nothing
AUG 7
AUG 6
AUG 8
AUG 5
66,000 VIEWS
9,000,000 VIEWS
345 MILLION VIEWS
622 MILLION VIEWS
870 MILLION VIEWS
1 BILLION VIEWS
Maroney makes face on camera at the Olympics.
Buzzfeed posts “McKayla Maroney Falls, Lets Out Her Inner ‘Mean Girl,’” which picks up 170,000 views in 48 hours.
A tumblr blog titles McKayla is Not Impressed is created, and sites such as Mashable and What’s Trending discuss the meme’s creation and continue to spread awareness.
The Wall Street Journal calls Unimpressed McKayla “the Olympics’ first breakout meme.”
OCT 1SEP 1AUG 1 NOV 1 DEC 1 DEC 21JUL 15
THE “GANGNAM STYLE” MUSIC VIDEO IS RELEASED.
OCT 18
OCT 17
OCT 16
After Romney makes the comment, it immediately goes viral on Facebook, Twitter, YouTube, and Tumblr. People begin posting related parody reviews of actual binders on Amazon.
The Tumblr has more than 11,000 followers, while the related Twitter account gains more than 32,000 followers. Many news outlets discuss the meme, including Time, The Atlantic, The Wall Street Journal, CBS News, and NPR.
The “Binders Full Of Women” fan page on Facebook grows to 343,000 likes.
President ObamaNASA’s Mars Rover TeamAl Roker
Reaction videos Parody videos Dance mobs
GandalfStyle
NavyGangnam Style
University ofOregon Style
CATCHY BEAT
OPEN-FOR-TRANSLATION LYRICS
OVER-THE-TOP MUSIC VIDEO
EASY-TO-DO DANCE
SINGER’S CHARMING PERSONALITY
37%
- Mashable
100,000,000 VIEWS
90 MILLION VIEWS
$4MILLION $8 MILLION +
