MEMES TO MOVEMENTS: How the World's Most Viral Media Is Changing Social Protest and Power, slightly dated but very trenchant

MEMES TO MOVEMENTS: How the World's Most Viral Media Is Changing Social Protest and Power
AN XIAO MINA
Beacon Press
$24.95 hardcover, available now

Rating: 4* of five

The Publisher Says: A global exploration of internet memes as agents of pop culture, politics, protest, and propaganda on- and offline, and how they will save or destroy us all.

Memes are the street art of the social web. Using social media-driven movements as her guide, technologist and digital media scholar An Xiao Mina unpacks the mechanics of memes and how they operate to reinforce, amplify, and shape today's politics. She finds that the "silly" stuff of meme culture—the photo remixes, the selfies, the YouTube songs, and the pun-tastic hashtags—are fundamentally intertwined with how we find and affirm one another, direct attention to human rights and social justice issues, build narratives, and make culture. Mina finds parallels, for example, between a photo of Black Lives Matter protestors in Ferguson, Missouri, raising their hands in a gesture of resistance and one from eight thousand miles away, in Hong Kong, of Umbrella Movement activists raising yellow umbrellas as they fight for voting rights. She shows how a viral video of then presidential nominee Donald Trump laid the groundwork for pink pussyhats, a meme come to life as the widely recognized symbol for the international Women's March.

Crucially, Mina reveals how, in parts of the world where public dissent is downright dangerous, memes can belie contentious political opinions that would incur drastic consequences if expressed outright. Activists in China evade censorship by critiquing their government with grass mud horse pictures online. Meanwhile, governments and hate groups are also beginning to utilize memes to spread propaganda, xenophobia, and misinformation. Botnets and state-sponsored agents spread them to confuse and distract internet communities. On the long, winding road from innocuous cat photos, internet memes have become a central practice for political contention and civic engagement.

Memes to Movements unveils the transformative power of memes, for better and for worse. At a time when our movements are growing more complex and open-ended—when governments are learning to wield the internet as effectively as protestors—Mina brings a fresh and sharply innovative take to the media discourse.

I RECEIVED A DRC FROM THE PUBLISHER VIA EDELWEISS+. THANK YOU.

My Review: Definition of a meme, via Wikipedia:

A meme (/miːm/; MEEM) is an idea, behavior, or style that spreads by means of imitation from person to person within a culture and often carries symbolic meaning representing a particular phenomenon or theme.[4] A meme acts as a unit for carrying cultural ideas, symbols, or practices, that can be transmitted from one mind to another through writing, speech, gestures, rituals, or other imitable phenomena with a mimicked theme.

Which has given rise to the Internet meme, again via Wikipedia:

An Internet meme, or simply meme (/miːm/, MEEM), is a cultural item (such as an idea, behavior, or style) that is spread via the Internet, often through social media platforms. Internet memes can take various forms, such as images, videos, GIFs, and various other viral sensations. Characteristics of memes include their susceptibility to parody, their use of intertextuality, their propagation in a viral pattern, and their evolution over time.

I doubt a lot of my readers are unfamiliar with the concept of a meme, in its initial formulatiion by Richard Dawkins, or in its new sense from the internet. It pays not to be caught out by omitting the definitions, partial though they may be. There will always be someone who wants to invalidate any information that offers context for judging modern information culture.

The meme machine is decades old at this point, and a book six years old is going to miss some modern context...the internet moves very fast and seldom stays in one lane even when it isn't moving at top speed. That is clear, and undeniable, but it in no way invalidates the author's thesis that the internet and social media have a large, possibly growing, influence on how much and what kind of attention we pay to different cultural memes on the internet as well as in real life. There are examples of internet-inspired real life actions, eg The Arab Springs of the teens, so her thesis is that governments began to use countermemes to spread doubt, dissension, and overwhelmed apathy among internet users. The hashtag culture that looks for its own people via searching hashtags on Twitter (still refuse to call it X), and the multivarious pretenders to its throne, to find those whose views align with their own, and whose voices they wish to amplify by reposting or remixing their memes, has proven distractable and cooptable. This was at an earlier phase when the author was writing the book, and thus gets comparatively little play. I would have been more satisfied had there been illustrative memes in the text, but it had, I feel sure, pragmatic reasons like copyright clearances and the sheer exposure to malicious actors challenging the book. In other words, a species of the self-censorship the author discusses, as a consequence of state-sponsored botfarms etc. etc. that act in search of diluting messages they do not like.

That being more of a reason for the publisher to bring out a second edition, one including climate denial in its evolving, still spreading, form, than for you to skip reading it. I encourage you to get your eyes on the author's trenchant, intelligent analysis of the intersection between meme culture and personal resistance to oppression and totalitarian ambitions and actions.