A BRIEF INTRODUCTION TO MEMETICS

Meme (meem) An idea, behavior or style that spreads from person to person within a culture. While genes transmit biological information, memes transmit ideas and belief information.

Back in the mid-1970s, the fashion industry perpetrated a horrific crime against the American male. It was called the “Gatsby Look,” and was characterized by, starting from the ground and working our way up: chunky, high-heeled, platform clown shoes with bulbous toe caps, elephantine, hip-hugging, bell-bottom trousers with three-inch cuffs, and grotesque polyester sport coats featuring lapels so wide that, if wind speed and direction were just right, they would catch the air current like wings, lifting you off the sidewalk and flapping like a dying duck through a plate glass window faster than you could say, “Saturday Night Fever.”

Yes, it was hideous, but it was in style. And, if it’s in style, it must look good. At least according to the meme of fashion.

It is only with the perspective of the passing years that the erroneous meme of bad fashion can be revealed in all its grotesque glory. When you examine photographs from that era, one question immediately springs to mind: “Were these people on drugs?” (Come to think of it, it was the 70’s so, yes, they probably were on drugs.)

I wish it were possible to dispense with the passage of time and root out, illuminate and then destroy those bad memes right now - before they can worm their way into our psyche and do their damage. 

Fat chance.

Bad memes are everywhere – viral bits of programming that sabotage our attitudes and our actions. The manipulative world of advertising is fueled by memetics – memes are its life-blood, actually – word-of-mouth the primary contagion. Do we really need a beer can that changes color when the beer is cold enough to drink? Of course we do! And we need it desperately - if we bite the hook on that little meme like obedient tuna fish.

Urban legends and conspiracy theories are memes. Biases, prejudices, homophobia, sexism and racism – especially when hammered into the minds of innocent young children – are the worst of memes.

By the way, not all memes are bad. Many memes are fairly innocuous, if not downright beneficial. The running craze began in the seventies. It’s hard to argue with a cross-cultural physical fitness movement. It was a meme because it was an idea that became contagious throughout society.

But good memes can spawn evil offspring. Nike was born out of the running craze. And now we shell out $150 a pop for running shoes. (I don't mean to suggest that Nike is an evil company; just the meme that brainwashed us into accepting exorbitant prices. On second thought, maybe Nike is evil.)

Theme songs and catchy jingles usually become memes. That insipid melody torturing you because you can’t get out of your head?  Sorry, you’ve been memed. Catch-phrases are another class of essentially harmless memes. Popular TV shows and movies will often infect the cultural dialog with unique verbiage that inevitably morphs into cliché from overuse. Have you ever parroted one of these clever witticisms? 

Whatchoo talking about, Willis?
Stifle yourself!
Alrighty then!
I want my MTV!
Pity the fool!
Say hello to my little friend!
I’ll be back!
Where’s the beef?
I’ve fallen and I can’t get up!
Well, ex-cuu-uuse me! 

The list goes on and on. Oh, and lest we forget his 15 minutes of idiotic infamy, we have Charlie Sheen to thank for these beauties:

Duh, winning
Tiger blood
Adonis DNA
Rock star from Mars 

If only we were immune to false memes. We could tune out the noise that drowns out our own unique voice and restrains our personal freedom. But memes are profoundly seductive. After all, memes are a shared experience. We are social animals and memes connect us to one another. But the worst of them perpetrate false beliefs that, in turn, manifest habits and behaviors that fail to serve our greater good and the good of those with whom we share this planet. 

So, pray for a vaccine. And narrow lapels.