CHAPTER
THE MEME AND THE MEME MACHINE
The Importance of the Format of a Meme
If you opened Facebook or Instagram in 2014, the odds were pretty good that you were confronted at some point by a video of one of your friends pouring a bucket of ice water on top of his or her head.1 In the spring of 2013, a viral sensation called the ALS Ice Bucket Challenge became a massively popular trend in social. The concept was perfectly engineered to social virality. The idea behind the movement was to help raise awareness of ALS, and in order to do so, people dumped buckets of ice water on themselves or their consenting friends. The makeup of each ALS Ice ...
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