Memes as genre: A structurational analysis of the memescape

TLDR

Memes are remixed, iterated messages rapidly spread by participatory digital culture to continue conversations, originating from emergent memes—altered or remixed spreadable media. The study proposes a genre framework for Internet memes, categorizing them into spreadable media, emergent meme, and meme to explain memetic transformation. The authors employ Anthony Giddens’ structuration theory to analyze memes as artifacts of participatory digital culture, positioning their dynamic components as the core of a duality of structure. They adapt Jenkins’ term “spreadable media” to denote original or non‑parodied messages, and demonstrate that the genre framework enables continued memetic transformation and participation among digital culture members.

Abstract

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 refer to original or non-parodied messages. Our analysis benefits from the inclusion of Anthony Giddens’ structuration theory to aid in understanding how memes as artifacts of participatory digital culture are created. Our genre development of memes demonstrates the generative capacity for continued memetic transformation and for participation among members of digital culture. We use structuration to position these dynamic components as the core of a duality of structure for Internet memes.