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Der Springer Verlag, durch BILD und BILD-Online sicherlich bestens mit der memetischen Idee vertraut, hat in einem kurzen Artikel sowie auch hier seine Interpretation des Phänomens “Mem” dargestellt. Offensichtlich ist, dass in diesem Verlag die angewandte Memetik solider verankert ist als die theoretische.
Schon eine Formulierung wie “Die sogenannten Memes” lässt vermuten, dass der Originaltext in Englisch verfasst war. Dort heißt das Mem nämlich “meme” und die Mehrzahl “memes”.

Was Welt-Online beschreibt sind sicherlich recht erfolgreiche Meme, doch die Rduktion auf Bildern, Videos, Blogs, Texten oder ganzen Webseiten, die sich wie Lauffeuer über das Internet verbreiten, greift zu kurz. Dies sind zwar auch Meme, aber in dieser speziellen Form eher “Virals”. Virals ist ein Begriff aus der Werbung und beschreibt genau solche, oft durch Witz und/oder Verfremdung oder schlicht durch Prominenz aufgrund häufiger Präsenz (Paris Hilton Effekt) sich durch Weiterempfehlung per Link oder “Like” expotentiell verbreitende Meme.

Ein weiteres gutes Beispiel sind die Katzebilder im Internet. Dabei geht es nicht darum Bilder von Katzen zu finden, es ist vielmehr der Erfolg ein “neues” “noch niedlichers” Katzenbild gefunden/aufgenommen zu haben und vor allen anderen im persönlichen Mailverteiler oder Facebook-Freundeskreis zu verbreiten. Der Verbreitungssport wird selbst zum Mem, unabhängig vom Inhalt der verbreiteten Meme. Dadurch gewinnen die Virals eine besondere memetische Dynamik, darin liegt aber auch ihr Risiko.

Dass durch Suchen und Posten interessanter Meme der soziale Status verbessert werden kann, ist selbst ein Mem. Es ist Förderer der Verbreitung von Virals. Eine tatsächliche Steigerung des Sozialstatus erfährt nur, wer Virals zur Weiterleitung auswählt, die von anderen gerne aufgenommen und ebenfalls weitergeleitet werden. Dies ist nun aber auch genau der Effekt, der ein Viral erfolgreich macht. Hier ist eine sich wechselseit verstärkende memetische Evolution zu erwarten.

Ein Viral bleibt so lange erfolgreich, wie es der Statusoptimierung des Suchers und Versenders dient. Irgendwann ist aber die “Idee ausgelutscht” der “Witz hat einen Bart” oder “Kätzchen sind langweilig und doof”. Das ehemals erfolgreiche Viral geht zugrunde, das Mem für suchen und Posten zur Statusoptimierung bleibt aber vital. Es ist aber nur dann auch zukünftig erfolgreich, wenn es sich der neuen memetischen Mode zuwendet.

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