Two sides of a coin - The memetics of propaganda

Their is an interesting dichotomy between the acceptance many have for the impact and proliferation of modern internet memes, and a refusal to acknowledge that these are potential vehicles for and examples of how propaganda spreads.

Some of this undoubtedly comes from the ethereal and unserious nature of memes, but I feel it also speaks to an unwillingness to accept the uncomfortable truth that propaganda is far more virulent and ubiquitous than we would like (and the chance that one has unwittingly helped in its spread).

This is not to say all memes are some how a great conspiracy, far from it considering the decentralised and near unpredictable way in which one takes root over another. Yet it is precisely this decentralised and organic nature that makes them such a fertile target for use in astroturfing campaigns or simply to introduce ideas in to a populous.

Whilst we are far cry away from the information landscape of World War 2, the amount and innovations in propaganda from that time can help inform our modern thinking. One WW2 psychologist noted that "Propaganda is successful only when directed at those who are willing to listen, absorb the information, and if possible act on it".

(Image of American leaflet cluster bomb that held 22500 leaflets, used in the Korean war)

Now he went on to assume that this only could happen when the targets morale was suitably low and they feared losing, yet this misses another clear avenue for efficacy, that being a willingness to accept ideas from people we consider alike to us or organisations that espouse values we support. This trust we have, this lowering of our guard is part of what makes these such effective tools.

Now I know some of you will have read this and asked, "but most memes are jokes, where could the harm be" And i dont want anyone to misconstrue me here, this is not about some moral high-ground or properness in comedy, but we have to accept that "jokes" have been effectively used to dehumanise or dismiss issues and individuals for centuries. You may question the power in a joke but if you can make your opponent in to a laughing stock, if you can stick and unserious idea to a serious person, then you sap a great deal of power from them, you fundamentally alter their public image, and that can win you a room, a change in policy, even an election. (just ask Ed Miliband and his Bacon sandwich).

My point in writing all this isnt to lambast the use of memes, the telling of jokes, or even internet culture. It is a reminder to be aware that not everything we see is organic, webcomics arent always agenda free, and not all jokes are there just to make you laugh.