Exploring the Utility of Memes for
U.S. Government Influence
Campaigns
Vera Zakem, Megan K. McBride, Kate Hammerberg
April 2018
Cleared for Public Release
DISTRIBUTION STATEMENT A. Approved for
public release: distribution unlimited.
DRM-2018-U-017433-Final
Abstract
The term meme was coined in 1976 by Richard Dawkins to explore the ways in which
ideas spread between people. With the introduction of the internet, the term has
evolved to refer to culturally resonant material—a funny picture, an amusing video, a
rallying hashtag—spread online, primarily via social media. This CNA self-initiated
exploratory study examines memes and the role that memetic engagement can play
in U.S. government (USG) influence campaigns. We define meme as “a culturally
resonant item easily shared or spread online,” and develop an epidemiological model
of inoculate / infect / treat to classify and analyze ways in which memes have been
effectively used in the online information environment. Further, drawing from our
discussions with subject matter experts, we make preliminary observations and
identify areas for future research on the ways that memes and memetic engagement
may be used as part of USG influence campaigns.