Everyday we are exposed to an overload of information, because of this, our brains need to simplify what is important and what is related to what. One way that we do this is by selecting some aspects of a perceived reality and make them more salient within a text, in a way to promote a casual interpretation. This selection and salience creates a central organised idea within a frame which provides meaning and makes sense of what is unfolding.
Starter pack memes are the perfect example of framing, as they capture memetic assemblage as people pick up certain ideas, perceptions and actions through society. These endless copies occur through intimidation, as most things that we do is because we saw someone else do them first.
This lead me to create my very own starter pack.
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The first time I really experienced the open source side of the internet was when I signed up for Tumblr. Before then, I spent most of my time within the constraints of Facebook and YouTube. But when I started using Tumblr and realising how easily you could customise and make your micro-blog your own, I was hooked. I became somewhat flexible with HTML, polishing my site to perfection, and gained over 10,000 followers.
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Pokémon was created in 1995 and since then has developed into a transmedia story, spreading across many media platforms to create a unified world of adventure. The multiple entry points and interfaces of this world has led to more points of engagement with the audience. Henry Jenkins also identifies that transmedia story telling is the ideal aesthetic form for an era of collective intelligence. The revival of Pokémon through the release of the mobile game Pokémon Go resulted in a formation of collective intelligence, as the app held interest through the form of an augmented reality game, using GPS and real life travel and activity to play. This resulted in interest from a larger range of age groups and the development of both physical and online groups, who would play together, teaming up to achieve goals and create online resources like The Silph Road, a data base containing the latest information and tips for the game.
I created this video to show the multiple points of entry into the Pokémon story, highlighting how we play has changed dramatically, and how gaming is very much becoming online focussed, especially through content on YouTube.
When I think of copyright, I’m reminded of the birthday video compilation I posted on Facebook for my best friend, which showed a brief clip of her dancing to Anaconda by Nicki Minaj using a photo booth filter. It was hilarious, but to Facebook’s dismay, it refused to post it, which was much to my frustration as I wasn’t claiming that my best friend was actually Nicki Minaj, neither was I lowering the value of the artist or song (I’d say Ash did a fantastic job of improving the value, to be honest).
The lengths companies go to in order to protect their brand goes even further than this, as an example, Cadbury trademarked the colour purple (Pantone 2685C to be exact) in order to prevent competitor brands from using the famous, identifiable shade.
After learning this, I created a Bad Luck Brian meme to highlight how absurd this sounds.
Because of the participatory and produser culture that the internet has become, these laws are limiting to our creative output. Especially considering that these rules were put in place to prevent ripping off and unfairly claiming of another’s work, which is rarely the motive of creative people online. They instead are only interested in using other people’s works to add another dimension to their work, improving their content and letting this wonderful remix culture to live on.
Since the rise of emergent media, the dynamic of propaganda has been completely changed, as anyone can share their thoughts to a wide audience online. This lead to memetic warfare, a ‘digital native’ version of psychological warfare. The #DraftOurDaughters campaign, created by 4chan users, is an example of how strong of an impact a fake political campaign can have on online communities, as participants collaborated anonymously in order to improve, spread and develop the campaign in order for it to become more realistic, convincing and effective.
What stood out to me as the main reason that this movement was so successful was the constant feedback loop that users were using to comment on other’s campaign posters. People would suggest improvements through better slogans, image use and graphics, as specific as fonts, colours and opacity. This specification resulted in a seamless campaign, dramatically improvising its legitimacy.
With this in mind, I created my own propaganda poster on a much less political scale, re-creating a McDonalds ad in order to express the actual reason people get Maccas is not because of the taste or pleasure, but because of the convenience, no matter how bored and sick of the food customers (like me) are. To improve effectiveness, I ensured I was using an accurate font and kept close to the original slogan.
As Jordan Greenhall states, the “technological breakthroughs achieved in the last 6 years are finally allowing for large groups of individuals to connect directly, make decisions, collaborate and share value amongst themselves.” This advance is placing a competitive advantage on online content as the pressure of legacy media publishing perfected content without the chance of further editing is affecting their business model and labelling this media form as a “dying industry”. While benefiting from the fast, affordable, flexible and limitless features of online content platforms, people are able to collaborate in order to post the most accurate and useful information, adding their own expertise and opinions in order to continuously improve content.
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Since the progression from legacy media to the internet, the way we consume and share news has moved from a one-to-many to a many-to-many structure, as the development of the internet changed the media/ audience relationship. The internet has become a place where everyone produces media, creating what is known as produsage, a term coined by Axel Bruns, as anyone can produce anything and broadcast it online to a large audience. Media created by the produser is improved and build upon by the continuous collaboration of people with similar interests, not only does this result in improved content, but also results in the development of micro communities on the internet, which work together to share and discuss information and news on the topics they care about. Not only has this resulted in in-depth discussion about the current major issues in the world today but has given people a place to share their interest on topics that would never make news headlines. This lead me to create this meme highlighting how tempting it is to take part in these groups.
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