Memes Tap Formulaic Aspects of Being Human

Sam Frentzel-Beyme Follow Managing Partner & Strategy Director

It’s 2015 in Catalonia, Spain. Stock image photographer, Antonio Guillem, is shooting his models on the city streets in an attempt to diversify his portfolio. Little does he know that one of the shots to come out of today’s session will be “Disloyal man walking with his girlfriend and looking amazed at another seductive girl,” which in two years’ time will set the internet ablaze with infinite memes using the same formulaic joke. Despite the image’s unexpected explosive popularity over the last month, Guillem reports a lack of any economic benefit as most are purchased without proper licensing. He doesn’t mind though, acknowledging that even though his photograph creates a solid foundation for a universal metaphor, he can’t take credit for the meme-ification of his work.

Source: Wired Magazine

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