A memetic framework for conceptualising and evaluating the 2012 Cultural Olympiad

2. Memetics A theory of cultural transmission based on the replication of cultural units, or �memes� Weak analogy to the gene theory of biological inheritance NOT socio-biology or genetic determinism An expression of �universal Darwinism� The field of memetics has it roots in the coining by Richard Dawkins (2006 [1979]) of the term meme as the unit of cultural transmission. The meme is analogous to the gene in evolutionary biology in its properties of replication and heredity and, for these reasons, subject to the principles of �universal Darwinism� (Blackmore 1999). This insight, although contentious, has nevertheless led to a flourishing of dedicated journals, books, websites and scholarly articles on the subject of a new perspective on the evolution and transmission of culture, the field of memetics. Memetics has often been mis-understood as presenting a biological imperative for culture, or as part of the field of socio-biology. It is, in fact, a distinct approach to the understanding of culture as composed of memetic units which, in a weak analogy to the �selfish gene� theory of evolutionary selection, can explain the propagation and evolution of ideas, behaviours, theories and cultural products. Seen from a memetic perspective, culture is transmitted through the imitation of cultural forms such as gestures, languages, methods of production and fashions. For evolutionary selection to take place it requires a replicator, a unit of information that can make copies of itself and which has the qualities of longevity, fecundity and copying fidelity. In the context of biological evolution, this replicator unit is the gene which is copied on DNA molecules every time a cell divides or in the process of sexual reproduction. It is the degree of inter-generational permanence of a gene, its copy-ability and the faithfulness with which it is copied that explain its relative presence within the gene-pool. The central argument of memetics is that these same qualities, when identified in units of cultural transmission � memes � can explain the relative prominence of cultural forms and products within the meme-pool, human culture. In a world where there are more memes than there is time and space to express them, and where some memes prosper whereas others disappear, the �algorithm� (Dennett 1995) of natural selection first proposed by Charles Darwin of selection provides a powerful tool for analysing the transmission and apparent �success� of cultural forms and concepts. This evolutionary algorithm requires three conditions to be met in order to be run: variation, selection and heredity (Blackmore 1999: 10). Where these conditions are met, evolutionary pressure will always operate to drive a process of increasing complexity of form and function. The study of memetics is the study of this combination of meme properties and evolutionary pressure on memes. MEMES ARE INDEPENDENT OF CONTENT � MEMETIC PRESSURES ALONE WILL INFLUENCE THEIR TRANSMISSIONThe field of memetics has it roots in the coining by Richard Dawkins (2006 [1979]) of the term meme as the unit of cultural transmission. The meme is analogous to the gene in evolutionary biology in its properties of replication and heredity and, for these reasons, subject to the principles of �universal Darwinism� (Blackmore 1999). This insight, although contentious, has nevertheless led to a flourishing of dedicated journals, books, websites and scholarly articles on the subject of a new perspective on the evolution and transmission of culture, the field of memetics. Memetics has often been mis-understood as presenting a biological imperative for culture, or as part of the field of socio-biology. It is, in fact, a distinct approach to the understanding of culture as composed of memetic units which, in a weak analogy to the �selfish gene� theory of evolutionary selection, can explain the propagation and evolution of ideas, behaviours, theories and cultural products. Seen from a memetic perspective, culture is transmitted through the imitation of cultural forms such as gestures, languages, methods of production and fashions. For evolutionary selection to take place it requires a replicator, a unit of information that can make copies of itself and which has the qualities of longevity, fecundity and copying fidelity. In the context of biological evolution, this replicator unit is the gene which is copied on DNA molecules every time a cell divides or in the process of sexual reproduction. It is the degree of inter-generational permanence of a gene, its copy-ability and the faithfulness with which it is copied that explain its relative presence within the gene-pool. The central argument of memetics is that these same qualities, when identified in units of cultural transmission � memes � can explain the relative prominence of cultural forms and products within the meme-pool, human culture. In a world where there are more memes than there is time and space to express them, and where some memes prosper whereas others disappear, the �algorithm� (Dennett 1995) of natural selection first proposed by Charles Darwin of selection provides a powerful tool for analysing the transmission and apparent �success� of cultural forms and concepts. This evolutionary algorithm requires three conditions to be met in order to be run: variation, selection and heredity (Blackmore 1999: 10). Where these conditions are met, evolutionary pressure will always operate to drive a process of increasing complexity of form and function. The study of memetics is the study of this combination of meme properties and evolutionary pressure on memes. MEMES ARE INDEPENDENT OF CONTENT � MEMETIC PRESSURES ALONE WILL INFLUENCE THEIR TRANSMISSION

3. Emerging field currently being explored through anthropology, biology, sociology, cultural studies, psychology, marketing, cybernetics, politics�.. Emerging field currently being explored through anthropology, biology, sociology, cultural studies, psychology, marketing, cybernetics, politics�..

4. Memetics and Olympism Universal aims of Olympism and unique cultural context of each game form a changing but coherent environment within which selection operates Replication Two scales: Inter-games Intra-games (host nation) Cyclical Generational Replication and selection of : delivery frameworks, promotional strategies, sporting and cultural content and policy innovations and rhetoric Cyclical Generational Replication and selection of : delivery frameworks, promotional strategies, sporting and cultural content and policy innovations and rhetoric

5. 2012 Cultural Olympiad 4 year cultural festival Recent innovation building on tradition 1st national programme aims to: celebrate the cultural diversity of London and the UK, inspire and involve young people generate a positive legacy Chosen the CO because��Chosen the CO because��

6. 2012 Cultural Olympiad Opening and closing ceremonies Major national projects UK-wide cultural festival

7. Grey literature review Grey literature refers to documents that are not commercially published and usually incorporate reports, policy documents, local and national government documents, conference proceedings and other publications Content analysis methodology 50 documents Central, regional and local Government, LOCOG, Cultural consortia, cultural organisations, tourism bodies, business fora 50 documents Central, regional and local Government, LOCOG, Cultural consortia, cultural organisations, tourism bodies, business fora

9. The Cultural Olympiad memeplex

10. Emerging structure(s) 1st stage - -identifying structures Mechanisms � funding, consultative fora, policy, networking, knowledge transfer, movement of individuals over 4 year period1st stage - -identifying structures Mechanisms � funding, consultative fora, policy, networking, knowledge transfer, movement of individuals over 4 year period

11. Predictions A. That certain memes will be better adapted to the Cultural Olympiad environment than others Tourism benefit Social benefit B. That these memes will be replicated at all levels of the Cultural Olympiad structure, including in the post games evaluative period. Memetics, as a theory, should be able to make testable predictions � this has never really been done in the field of culture and policy The core proposition of Memetics is that memes are transmitted independently of any inherent value, according to memetic pressures, in ways that serve to benefit the meme and may or may not benefit their hosts. IMPLICATIONS OF THIS IS THAT SOME MEMES MAY BE USED AS EVALUATIVE CATERGORIES, DESPITE NO INHERENT VALUE. EG TOURISM BENEFIT � THE LITERATURE (EG. WEED 2008, SMIMTH 2007) SUGGESTS TOURISM IMPACTS COMPLEX AND NEBULOUS, BUT PROJECTS WILL BE JUDGED AGAINST THEIR TOURISM IMPACT � THIS MEME WILL �PROSPER� DUE TO ITS FIT WITH DOMINANT NEO-LIBERAL AND INSTRUMENTAL CULTURE IN THIS FIELD EG SOCIAL BENEFIT � DESPITE LITERATURE FROM THE POST-97 PERIOD ONWARDS PROBLEMATIZING THE ISSUE, LOCAL, REGIONAL AND NATIONAL FRAMEWORKS FOR CULTURE ARE HIGHLY INSTRUMENTAL IN THIS REGARD, ALTHOUGHT THERE IS NO RELIABLE EVIDENCE OF CULTURAL PROGRAMMES HAVING DIRECT SOCIAL BENEFIT THE FACT THAT THESE MEMES WILL BE REPLICATED THROUGH THE CULTURAL OLYMPIAD STRUCTURE MEANS THAT C/O PROJECTS WILL INCLUDE OUTCOMES THAT ARE UNRELAISTIC AND, DURING EVELUATION, WILL BE JUDGED TO HAVE SUCEEDED OR FAILED ON THESE OUTCOMESMemetics, as a theory, should be able to make testable predictions � this has never really been done in the field of culture and policy The core proposition of Memetics is that memes are transmitted independently of any inherent value, according to memetic pressures, in ways that serve to benefit the meme and may or may not benefit their hosts. IMPLICATIONS OF THIS IS THAT SOME MEMES MAY BE USED AS EVALUATIVE CATERGORIES, DESPITE NO INHERENT VALUE. EG TOURISM BENEFIT � THE LITERATURE (EG. WEED 2008, SMIMTH 2007) SUGGESTS TOURISM IMPACTS COMPLEX AND NEBULOUS, BUT PROJECTS WILL BE JUDGED AGAINST THEIR TOURISM IMPACT � THIS MEME WILL �PROSPER� DUE TO ITS FIT WITH DOMINANT NEO-LIBERAL AND INSTRUMENTAL CULTURE IN THIS FIELD EG SOCIAL BENEFIT � DESPITE LITERATURE FROM THE POST-97 PERIOD ONWARDS PROBLEMATIZING THE ISSUE, LOCAL, REGIONAL AND NATIONAL FRAMEWORKS FOR CULTURE ARE HIGHLY INSTRUMENTAL IN THIS REGARD, ALTHOUGHT THERE IS NO RELIABLE EVIDENCE OF CULTURAL PROGRAMMES HAVING DIRECT SOCIAL BENEFIT THE FACT THAT THESE MEMES WILL BE REPLICATED THROUGH THE CULTURAL OLYMPIAD STRUCTURE MEANS THAT C/O PROJECTS WILL INCLUDE OUTCOMES THAT ARE UNRELAISTIC AND, DURING EVELUATION, WILL BE JUDGED TO HAVE SUCEEDED OR FAILED ON THESE OUTCOMES

12. Methodology 4-year multiple-embedded case study research project London Borough of Greenwich Canterbury Durham World Heritage sites Mix of theoretical and literal replication We are proposing a 4 year study of the Cultural Olympiad of the 2012 games, using a multiple-embedded, longitudinal case study approach (Yin 2003). A case study methodology is appropriate at his stage as a way of testing our memetic framework against the complex cultural policy and funding mechanisms involved in the planning and delivery of the Olympiad. In this sense, we are seeking analytical generalization (i.e. evidence of memetic pressure and selection) rather than statistical generalization which would not be appropriate at this stage of the research with the potential population of such study being extraordinarily large. Another reason for the choice of using a case study approach is that the early stage of this research has identified spatial and formal divisions within the research field and these can be directly interrogated and contrasted best through the use of research parameters that replicate these analytical categories � an approach facilitated by including the categories in the case study criteria. Although the case studies have been constructed mainly in the interests of theoretical replication, elements of literal replication have also been included in the design to increase the internal validity of the methods and findings.We are proposing a 4 year study of the Cultural Olympiad of the 2012 games, using a multiple-embedded, longitudinal case study approach (Yin 2003). A case study methodology is appropriate at his stage as a way of testing our memetic framework against the complex cultural policy and funding mechanisms involved in the planning and delivery of the Olympiad. In this sense, we are seeking analytical generalization (i.e. evidence of memetic pressure and selection) rather than statistical generalization which would not be appropriate at this stage of the research with the potential population of such study being extraordinarily large. Another reason for the choice of using a case study approach is that the early stage of this research has identified spatial and formal divisions within the research field and these can be directly interrogated and contrasted best through the use of research parameters that replicate these analytical categories � an approach facilitated by including the categories in the case study criteria. Although the case studies have been constructed mainly in the interests of theoretical replication, elements of literal replication have also been included in the design to increase the internal validity of the methods and findings.

13. Methodology Mixed-methods approach Meme frequency analysis Mapping of delivery networks and relationships Interviews with key informants Meta-evaluation of evaluative frameworks

14. Research impacts Memetics Theory-testing Cultural policy-appropriate methodology Olympism / Olympic studies New understanding of the transmission of Olympic values Increased understanding of the mechanics of Olympic policy / programming development 1st longitudinal study of the Cultural Olympiad