Мем, бранд и поп-култура
MEME, BRAND AND POP-CULTURE

Summary/Abstract: Being a social animal human demonstrates unusual aptitude toimitation which is peculiar to his/her ‘natural’ roots but rather, in a large extend, it is aresult of the ‘cultural’ submersion. For that reason the following text makes briefreview of the R. Dawkins’ theory of memes in order to apply it later to thecontemporary market context and especially in terms of brands. Several examples aregiven concerning prominent brands as Apple, Doc Martens and some others since theybuild the argumentation in favor of the thesis that, in principal, brands are among thestrongest memes we could encounter in culture and nowadays they take advantage ofthe highly intensive global communication flow via Internet. Given ideas, behaviorand practices of consumption are greatly transferable at least between the limits ofcertain subculture networks if only there is available powerful enough mechanism toput the meme in motion.

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