Memes as genre: A structurational analysis of the memescape

  title={Memes as genre: A structurational analysis of the memescape},
  author={Bradley E. Wiggins and G. Bret Bowers},
  journal={New Media \& Society},
  pages={1886 - 1906}
A tenable genre development of Internet memes is introduced in three categories to describe memetic transformation: spreadable media, emergent meme, and meme. We argue that memes are remixed, iterated messages which are rapidly spread by members of participatory digital culture for the purpose of continuing a conversation. We understand that memes develop from emergent memes, which we define as altered or remixed spreadable media. We have adapted and modified Jenkins’ term “spreadable media” to… 

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