Memetic memory as vital conduits of troublemakers in digital culture

Abstract

Recent fears of data capitalism and colonialism often argue using implicit assumptions about cybernetic technology’s ability to automate data about culture. As such, the level of data granularity made possible by cybernetic engineering can be used to dominate society and culture. Here we unpack these implicit assumptions about the datafication of culture through memes, which both act as cultural data and cultural memory. Using Alexander Galloway’s critical method of protocological analysis and descriptions of media tactics, we respond to fears of cybernetic domination. Protocols – the source by which cybernetic technologies enable automated datafication – enables us to respond to fears with optimism, and it further enables a more extensive development of how memetic memory functions. Our development shows that memetic memory often emerges before cybernetic datafication, offering moments of resistance from cybernetic domination. Further, this development enables a vitalist development of memetic memory, borrowing from Bergsonian theory and related contemporary media theories. Such a work contributes by providing cybernetic context in which culture, characterized through memes, resists cybernetic domination. In the process of this contribution, it also contributes a novel theory of memetic memory. Inspired by recent posthuman new media theory, we provide a novel reading of Richard Dawkins’ genetically inspired meme as well as Limor Shifman’s notion of memetic ‘stance’. Taken together, we contribute the beginnings of a memetic theory of vitalism which speaks more readily with critical cybernetic discourse.