http://www.firstmonday.dk/issues/issue4_10/downes/

Contents

The Essence of the Meme
Advertising
The Corporate Pitch
Hyper Reality
The Information War
Control of the Classrooms
The Counteroffensive: Words as Weapons
Humble Beginnings
Electronic Warfarer
The Network
Web Ad Jamming and Spoof Sites
The Anti-Meme

The anti-meme is probably typified by the Kitty Porn site. The idea is to take an existing meme, alter it, and thus show its unreasonable or arbitrary nature. This is not a new i praed to great effect by the German philosopher Friedrich Nietzsche ("the transvaluation of value"). But online, such anti-memes are able for the first time to gain wide currency.