BCM 114

Internet paradigm II: Distributed media and Meme Warfare

My remediation for this weeks topic.

This weeks topic was particularly interesting to me. The discussion of meme warfare and how this can influence different people’s attitudes, beliefs and in particular, their behaviour formed my remediation above. This may come in the forms of political elections to general public online presence and opinion.  Within the lecture, the ideologies and differences between legacy media and distributed were discussed. It is vital to look into distributed media, “a strategy of content distribution that no longer relies on native websites to host and distribute content” (Cision, 2016, p1), and the way this relates to the idea of meme warfare. Looking at the way this influences propaganda has shaped the way I think about the way the future is heading. The reason why distributed media has increased in popularity, is due to the fact legacy media depends on the audience not acting as a publisher. Social medias such as Facebook, Twitter, and Instagram has created such a decentralised platform, it has decreased the centralisation causing legacy media to not work effectively. Take the structure of the news model

Story –> Coherent narrative about reality

Frame –> Spin/ideology/propaganda

Event –> Real or Imagined

By looking at the structure above we can see that distributed media and collective intelligence can become very unreliable system where information can be altered and propaganda can cause meme warfare. I, for one, am not sure we are prepared for the outcomes that meme warfare may bring due to the insecure nature of storytelling in today’s society. The perfect summary may be found in the week 6 lecture, stating “the people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all.” (Mitew, 2020) A great example of meme warfare would be the unauthorised use of an individuals wedding picture, posted and posed to look like an ad campaign for Hilary Clinton . These disinformations and half-truths are the essence of ‘meme war’. (Technology Review, 2019,p 1)

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