Internet Memes

In today’s digital age, our society is saturated with reproductions and copies of all kinds of images, and this has created thought processes that the one-of-a-kind image doesn’t necessarily hold as much merit anymore. Copyright literally means “right to copy”, but this includes the rights to only the “expression of the idea”, and not the idea itself (204, 205). Authenticity has traditionally meant genuine, or not copied or false, and this is attributed to a single person or object; however this word can also mean “classic” or “timeless” and because of this shift over time the word is now able to be attached and sold to copies of certain looks or designs. (196). Still, no matter how “authentic” a reproduction is, the meaning of a copy never stays exactly the same. Benjamin noted that the meaning of the original work of art changes when it is reproduced because its value comes not from the uniqueness of the image as one-of-a-kind but rather from its status as being the original of many copies (197). It’s important to understand that reproduction also includes the copy of one’s likeness, meaning it doesn’t have to be an exact replica to infringe on copyright (206).  Though as Benjamin says, the value of any given image isn’t created in its uniqueness, but instead in its aesthetic, cultural and social worth (199). Trademarks are used as a way of protecting certain images, but like many laws can have their loopholes (211). These days, one image can be seen in a million different places at once. This can be a very powerful tool for political activism, and many who believe in social movements oppose the idea images should be copyrighted and owned by an individual (202). This, among many issues, also makes the legal world of reproduction a very messy one.

This relates directly to internet memes, for they deliberately take a popular image and reproduce it with a simple sentence to make it humorous. These images are produced in such high volume and so easily by so many, it’s impossible to track down and prevent their use, and this appears to be a growing problem. Like mentioned by Benjamin earlier, these images take on a whole new culturally meaning when they’re reproduced under “meme context”.

 

The Dos Equis man was (through their ad campaign) described as “the most interesting man in the world” and pitched the tag line, “I don’t always drink beer, but when I do, it’s Dos Equis.” His popularity gave him a place in the world of memes, utilizing the set up of “I don’t always X but when I do, Y”. Just his image, suit and beard equipped, is a signifier for that sentence structure which is almost always signified. The meme with “I don’t often drink beer…” is a signifier of the exact commercials which are signified, though it is then made a joke by explaining why his opinion shouldn’t then be relevant. The moment of pause between lines is a specific maneuver used to build comedic dramatic effect and is popular with memes. This pause and structure alone is a signifier that we’re actually reading a meme, the signified.