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Daily Archives: May 28, 2017
From Medicine To Mars: Virtual Reality And The Future Of Data Visualization – Forbes
Posted: May 28, 2017 at 7:43 am
Forbes | From Medicine To Mars: Virtual Reality And The Future Of Data Visualization Forbes In 2016, nearly 100 million virtual reality units were shipped in the United States, and experts predict it will be a $4 billion market by 2018. While many think the VR hype is fading, OSF HealthCare's Dr. Matthew Bramlet believes this is just the ... |
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We Still Know Very Little About How AI Thinks – Futurism
Posted: at 7:42 am
In BriefAI is becoming more and more ubiquitous, with reports ofadvancements or new applications coming almost daily. How much dowe know about how it thinks, and how are we trying to find outmore? AI as We Understand It
Most of the AI we know today operates on a principle of deep learning: a machine is given a set of data and a desired output, and from that it produces its own algorithm to solve it. The system then repeats, perpetuating itself. This is called a neural network. It is necessary to use this method to create AI, as a computer can code faster than a human; it would take lifetimes to code it manually.
Professor of Electrical Engineering and Computer Science at MIT Tommi Jaakkola says, If you had a very small neural network, you might be able to understand it. But once it becomes very large, and it has thousands of units per layer and maybe hundreds of layers, then it becomes quite un-understandable. We are at the stage of these large systems now. So, in order to make these machines explain themselves an issue that will have to be solved before we can place any trust in them what methods are we using?
1. Reversing the algorithms.Inimage recognition, this involves programming the machine to produce or modify pictures when the computer recognizes a pattern it has learned. Take the example of a Deep Dream modification of The Creation of Adam, where the AI has been told to put dogs in where it recognizes them. From this, we can learn what constitutes a dog for the A.I: firstly, it only produces heads (meaning this is what largely characterizes a dog, according to it) and secondly, the patterns that the computer recognizes as dogs are clustered around Adam (on the left) and God (on the right).
2. Identifying the data it has used. This process of understanding AI gives AI the command to record extracts and highlight the sections of text that it has used according to the pattern it was told to recognize. Developed first by Regina Barzilay, a Delta Electronics Professor at MIT, this type of understanding applies to AIs that search for patterns in data and make predictions accordingly. Carlos Guestrin, a Professor of Machine Learning at the University of Washington, has developed a similar system that presents the data with a short explanation as to why it was chosen.
3. Monitoring individual neurons. Developed by Jason Yosinski, a Machine Learning Researcher at Uber A.I Labs, this involves using a probe and measuring which image stimulates the neuron the most. This allows us to deduce what the AI looks for the most through a process of deduction.
These methods, though, are proving largely ineffective;as Guestrin says, We havent achieved the whole dream, which is where AI has a conversation with you, and it is able to explain. Were a long way from having truly interpretable AI.
It is important to understand how these systems work, as they are already being applied to industries including medicine, cars, finance, and recruitment: areas that have fundamental impacts on our lives. To give this massive power to something we dont understand could be a foolhardy exercise in trust. This is, of course, providing that the AI is honest, and does not suffer from the lapses in truth and perception that humans do.
At the heart of the problem with trying to understand the machines is a tension.If we could predict them perfectly, it would rob AI of the autonomous intelligence that characterizes it. We must remember that we dont know how humans make these decisions either; consciousness remains a mystery, and the world remains an interesting place because of it.
Daniel Dennet warns, though, that one question needs to be answered before AI is introduced: What standards do we demand of them, and of ourselves? How will we design the machines that will soon control our world without us understanding them how do we code our gods?
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This robot arm’s AI thinks like we do about how to grab something … – TechCrunch
Posted: at 7:42 am
Robots are great at doing things theyve been shown how to do, but when presented with a novel problem, such as an unfamiliar shape that needs to be gripped, they tend to choke. AI is helping there in the form of systems like Dex-Net, which uses deep learning to let a robotic arm improvise an effective grip for objects its never seen before.
The basic idea behind the system is rather like how we figure out how to pick things up. You see an object, understand its shape and compare it to other objects youve picked up in the past, then use that information to choose the best way to grab it.
Dex-Net doesnt have the advantage of being a living person with eyes and a memory, so its creators gave it more than six million artificial 3D representations of objects and had it work out the best way, theoretically, to pick up each. In real life, the system looks at an object, compares its point cloud to those in its memory and picks what it thinks is the closest fit.
The researchers presented Dex-Net with dozens of objects it hadnt seen before, and its chosen grip only failed one time. That suggests the system is fairly robust despite being trained on synthetic data plus, it comes up with its candidate grip in an average of less than a second.
Dex-Net is the product of Berkeley roboticists, who are set to present the latest version of the system at a conference in July. They also plan to release the data set of objects and point clouds theyve amassed.
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After beating the world’s elite Go players, Google’s AlphaGo AI is retiring – TechCrunch
Posted: at 7:42 am
Googles AlphaGo the AI developed to tackle the worlds most demanding strategy game is stepping downfrom competitive matches after defeating the worlds best talent. The latest to succumb isGostop-ranked player,Ke Jie, who lost 3-0 in a series hosted in China this week.
The AI, developedby London-based DeepMind, which wasacquired by Google for around $500 million in 2014,also overcomea team of five top playersduring a week of matches. AlphaGofirst drew headlines last year when it beatformer Go world champion Lee Sedol, and theChina event took things to the next level with matches against19-year-old Jie, and doubles with and against other top Go pros.
Challengers defeated,AlphaGohas cast its last competitive stone, DeepMind CEO Demis Hassabis explained.
This weeks series of thrilling games with the worlds best players, in the country where Go originated, has been the highest possible pinnacle for AlphaGo as a competitive program. For that reason, the Future of Go Summit is our final match event with AlphaGo.
The research team behind AlphaGo will now throw their energy into the next set of grand challenges, developing advanced general algorithms that could one day help scientists as they tackle some of our most complex problems, such as finding new cures for diseases, dramatically reducing energy consumption, or inventing revolutionary new materials.
Go is revered as the planets most demanding strategy game, and thats why it made for an ideal field to both develop AI technology and plot machines against humans. Beyond Google, Tencent is among other tech firmsto have unleashed AIs on the game. While it whips up curiosity and attention,the game simple servesas a stepping stone for future plans which is why DeepMind says it is moving on.
Indeed, the British companyhas already made a foray into more practical everyday solutions. Last year, it agreed to a data-sharing partnership with the UKs National Health Service, however the partnership has been criticized for givinga for-profit company access topersonally identifiable health data of around1.6 million NHS patients.The original arrangement remainsunder investigation by the UKs data protection watchdog, the ICO.
Those snafus arent a reflection on the technology itself, however, andHassabis remains bullishon the impact his firm can make.
If AI systems prove they are able to unearth significant new knowledge and strategies in these domains too, the breakthroughs could be truly remarkable. We cant wait to see what comes next, he said.
While AlphaGo is bowing out at the top, it isnt done with Go altogether. DeepMind is planning to publish a final review paper on how the AI developed since its matches with Lee Sedol last year. It is also developinga teaching tool to help newcomers pick up the ropes of the highlycomplicated game, and to enable more experienced handsto learnthe new and innovative moves that Go has introduced. Top players, even Ke Jie himself, studied up on AlphaGos moves andadded someto their arsenal.
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How human creativity plays a role in AI – VentureBeat
Posted: at 7:42 am
Is there a more ambivalent word in English than artificial?
Some artificial things are clearly beneficial, such as artificial organs, artificial insemination as a fertility treatment, and artificial sweeteners as an alternative to sugar for weight and diabetes control. But in other contexts, artificial can have a negative connotation. Artificial people. Artificial ingredients. Artificial turf on a baseball field.
Artificial intelligence, meanwhile, manages to straddle both sides of the fence. Its a term that evokes a range of feelings. AI, of course, is already all around us, whether its Apples Siri giving directions, Netflix suggesting movies you might like based on your choices of and reactions to previous films, or Tesla revolutionizing driving with predictive self-driving capabilities.
And AI is penetrating multiple industriesin myriad ways, such as taking some of the guesswork out of manufacturing design, preventing data breaches, smart ad targeting, analyzing structured and unstructured data for medical diagnoses, and sales forecasting.
But while AIs broad and positive impacts excite many people, some view AI as a job killer and a general existential threat to humanity.
Even one of the smartest people on the planet, Stephen Hawking, is ambiguous about the topic,warningthat AI is either the best or the worst thing ever to happen to humanity.
As a sales and marketing executive, Ive been doing a lot of thinking about AI. And not to go all Pollyanna on you, but I believe that in my field, AI wont replace humans it actually will allow us to be more human. To understand why, start with the fact that the manner in which businesses engage with customers is one of the biggest competitive differentiators today. Customers interact with brands across multiple digital touch points from product research to the buying process to ongoing customer care and they expect an experience that feels personalized.
Thanks to the help of AI capabilities that can anticipate buyer behaviors, marketing technology can automate the entire process of reaching out to customers prescribing what type of content to send based on their previous behaviors and actions, as well as identifying the best time to send it.
So AI allows marketers to abandon linear, one-size-fits-all, persona-based customer engagement in favor of a more adaptive, individualized approach one that would be impossible or infeasible for humans to execute at scale.
Thats a big win forartificial intelligence. Another wininvolves sales and marketing reps themselves and the impact AI can have on how they look at and perform their jobs.
While the fear that AI will replace many jobs has some validity if Im a truck driver, for example, I probably have good reason to be wary of self-driving trucks sales and marketing is one of the industries discovering that AI frees employees from mundane tasks and enables them to be more productive and creative.
Even in sales and marketing, the fact remains that AI is a poor substitute for human interaction in certain situations. No matter how much of the buying process takes place in an automated fashion these days, a human-to-human component will still be essential at key junctures.
This means that even as machines take over more work and AI achieves increasingly human-like degrees of sophistication, human emotions such as empathy and creativity are more critical than ever.
And now individuals in sales and marketing get more time and energy to use them.
Despite how data obsessed sales and marketing have become and the growing reliance on AI in aspects of marketing execution, its still up to people to carry out the ultimate goal connecting the brand with other people.
This is why empathy the ability to understand and share the feelings of another is one of the top traits my company looks for in prospective employees.
Remember that sales and marketing have been and always will be exercises in human relations. Artificial intelligence may be playing an increasingly vital supporting role, but the profession remains all about building better, more meaningful person-to-person relationships.
David Satterwhite is the chief revenue officerat Act-On Software, a company that makes a software-as-a-service product for marketing automation.
Above: The Machine Intelligence Landscape This article is part of our Artificial Intelligence series. You can download a high-resolution version of the landscape featuring 288 companies by clicking the image.
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Why Soul Machines Made an AI Baby – UploadVR
Posted: at 7:42 am
At Soul Machines, a company that uses artificial intelligenceto create lifelike avatars that respond to human emotion, a fair amountof their work could be considered unsettling to the average person who fears the coming takeover by our AI-robot overlords.
Its a company that pretty much lives in the uncanny valley, that space between fake and real that can creep people out, but thats not usually what happens when people meet BabyX, said Soul Machines founder Mark Sagar.
Instead, he says, when the baby begins to whimper or cry, some respond in human ways, demonstratingwhat appears to be sympathy similar to the kind they maylavish on a human baby.
Ill probably get about 10 or 15 percent of people respond with thats creepy, and others it doesnt bother them at all. Ultimately its about creating an emotional connection and then people jump right into that, he said.
To see which of these two camps you fall into, watch the video below.
Sagar is an associate professor based at the University of Auckland in New Zealand. Hes won an Academy Award for constructing lifelike animated faces for movies like King Kong and Spider-Man 2, work that began at Sagars Laboratory for Animate Technologies to create human movement designed not by actual human movement but byneural networks.There Sagar and staff combine fields like affective computing, bioengineering, theoretical neuroscience, and AI.
Soul Machines makes avatars ranging from a cartoon strawberry for a kids TV show to Nadia, an avatar voiced by actress Cate Blanchett that is able to serve Australian citizens looking for assistance from the National Disability Insurance Scheme.
Other potential applications range from autonomous characters for VR, education, entertainment and gaming, and as a virtual assistants or customer service agents.
Within the coming year to 18 months, Soul Machines plans to open a platform for people to create their own avatars, like a more realistic Bitmoji.
Potential applications of itstech are numerous, but Soul Machines decided to create an AI baby because babies are natural learning machines and as a way to explore the field of social learning, because the companywants to train AI the same way humans raise children.
Its like really looking at the basics of how parents teach children, Sagar said. How does that interaction loop work? Because if we can create that with a computer, weve actually created a very natural way for people to teach computers.
It also helps lower performance expectations for the AI Sagar believes there wont be anything that approaches adult levels of cognition for a long time.
Avatars are made with biologically inspired cognitive models to give the most lifelike interaction as possible. Sagar isnt as concerned about entering uncanny valley as he is focused onavatars establishing a deep connection.
The brain reacts differently to something it perceives to be alive versus something which it perceives to be inanimate, he said. If you ever see a realistic eye looking at you, youre much more likely to respond than if you see a cartoon eye looking at you.
Responses to human emotion are also part of Soul Machines avatars, which can respond to human emotion it sees through cameras that track facial expression.
So should a Soul Machines avatar be in a store window or kiosk, it might look you in the eye. Look away and it could respond with body language meant to convey disappointment or sadness as a way to get your attention. A shop owner could also choose a more humorous or intellectual appeal, or portray a personality associated with their brand.
With biometrics, Soul Machines can remember faces and use AI to determine the best response based on previous interactions.
In time, affective computing couldbe used to create personality profiles that follow you around the world the waycookies follow you on the web across apps, games, virtual reality, and shop windows to develop an understanding of how to best serve your customer service needs (or manipulate you).
Affective computing is technology that can detecthuman emotion, and its being used to serve peopleads in supermarkets but also to improve sales or boardroom performance and, as Cogito does, help understand when veterans with PTSD need help.
In case you needed things to get even more futuristic or sci-fi, Sagar said in the future he may consider combining affective computing, avatars, and AI designed to mimic the tone, style, and word usage of people both alive and dead.
Its an idea that has been part of the popular imagination for some time but is now coming to life in a series of products and projects.
The New Dimensions in Testimony initiative from the University of Southern California interviews Holocaust survivors and makes a hologram of them. When combined with NLP, a person can ask the hologram virtually any question about their life experience; its like a memoir that can talk to you.
Using old chat conversation transcripts,the startup Luka created a neural network after the death of Roman Mazurenko, a close friend of CEO Eugenia Kuyda. A near-identical scenario played out on the TV show Black Mirror when a woman allowed a company to scrape her husbands old emails and put that avatar into a lifelike robot so she could be with him again.
Its a phenomena Sagar calls the creation of digital ghosts and a virtual spirit world.
Id be very interested in combining Luka-type technology with ours and just seeing the implications of that. I think its really a fascinating thing, he said. Once youve built an avatar, plus youve got the transcripts, you essentially created a digital ghost. Essentially were creating this kind of virtual spirit world.
Demos of BabyX 5.0 will begin in late 2017 or 2018, a company spokesperson said.
This post by Khari Johnson originally appeared on VentureBeat.
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Is China Outsmarting America in AI? – New York Times
Posted: at 7:42 am
New York Times | Is China Outsmarting America in AI? New York Times China, which for years watched enviously as the West invented the software and the chips powering today's digital age, has become a major player in artificial intelligence, what some think may be the most important technology of the future. Experts ... |
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Apple Is Following Google Into Making A Custom AI Chip – Forbes
Posted: at 7:42 am
Forbes | Apple Is Following Google Into Making A Custom AI Chip Forbes Artificial intelligence has begun seeping its way into every tech product and service. Now, companies are changing the underlying hardware to accommodate this shift. Apple is the latest company creating a dedicated AI processing chip to speed up the AI ... Apple Is Working on a Dedicated Chip to Power AI on Devices Apple is working on a chip to power artificial intelligence in future gadgets, including the iPhone Apple reportedly developing a dedicated AI chip for the iPhone |
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Baidu Whiz Must Outsmart Google at Artificial Intelligence — WSJ – Fox Business
Posted: at 7:42 am
For much of the past two decades, Qi Lu, a search-technology whiz, waged losing battles against Google, first at Yahoo Inc. then at Microsoft Corp.'s Bing.
Four months ago, he relocated to his native China to take on a challenge that some in the tech world think is just as quixotic: reviving Baidu Inc. The company's core search engine business once made it the Google of China, but it has been beset by bad decisions, scandals and falling profits, leaving its future uncertain.
Mr. Lu says he's confident he can turn Baidu around -- and take on Google once again, this time on the new battlefield of artificial intelligence.
Mr. Lu has been prone to hubris before. When he joined Microsoft in 2009, he threw down the gauntlet at Google, saying Bing would be an effective competitor.
Now, with Baidu, "it's the right time, the right place and the right people," Mr. Lu told me in an interview last week. Innovation is happening at a faster pace in China than in the U.S., he says.
The mobile internet, for example, took off among Chinese users because traditional industries like banking and retail are weaker and easier to disrupt, and, he says, Baidu's large reserve of programmers position the company to be a world leader in artificial intelligence.
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Mr. Lu is the No. 2 at Baidu, behind co-founder and chief executive Robin Li. As vice chairman, group president and chief operating officer, the 55-year-old Mr. Lu has been shaking things up. He's canceled unpromising products, merged three driverless car units into one and ushered some senior executives aside.
Dressed in a dark blue polo shirt, light brown sandals and black socks on a recent day, he looks like one of the thousands of programmers at Baidu's Beijing headquarters. Still, he's known for a manic work ethic, in the office by 7 a.m. until late. He told me that he used to question why humans need to sleep.
After running Microsoft's Office and search groups, Mr. Lu was a candidate for the CEO job, which went to his onetime subordinate, Satya Nadella, people familiar with the matter say. Mr. Lu and Microsoft say they parted last September due to his health.
Mr. Lu's experience, technical expertise and diligence made him a sought-after candidate for almost all big Chinese technology companies, says Kai-Fu Lee, CEO of investment firm Sinovation Ventures and former head of Google and Microsoft China.
Mr. Lu says he turned down offers at bigger and stronger companies because those would require only 70% of his capabilities while Baidu will demand 100%.
He will need to give his all. After Google withdrew from China over censorship and hacking in 2010, Baidu became a dominant force in Chinese tech, along with e-commerce titan Alibaba Group Holding Ltd. and gaming and messaging kingpin Tencent Holdings Ltd.
Then, Baidu stumbled. It missed the mobile internet wave, belatedly pouring billions of dollars into group buying, meal delivery and other services, which are struggling. Last year, after a college student with cancer died following a treatment he found on Baidu, authorities tightened regulations on medical ads, a huge source of revenue for the search engine. Profits slumped 9.3% in the first quarter of 2017 from a year earlier.
Now Baidu's market capitalization is less than a quarter of Tencent's and Alibaba's. In the past year, share prices of Tencent and Alibaba rose by 71% and 51%. Baidu's climbed 8%.
The company needs to revamp its business, resurrect its reputation and reboot its share prices and morale.
To do that, Mr. Lu will first have to defend Baidu's core search business. Its edge is eroding as online users turn to e-commerce and social media sites. E-commerce ad revenue surpassed search-engine ads in China in 2016, according to research firm iResearch.
Mr. Lu's solution: make voice, photo and video searchable and widen search availability to cars, personal digital assistants like Amazon's Echo and other physical devices.
Then he will have to ensure Baidu's bets on the future are viable.
He's spending heavily to recruit top talent in artificial intelligence, driving up research and development expenses to 2.8 billion yuan ($412 million) in the first quarter of 2017, a 35% increase from a year earlier. That talent is being aimed at search, speech recognition and driverless car technologies.
It is in driverless cars where Mr. Lu thinks Baidu can displace Google parent Alphabet Inc. to become a world leader.
Just as Google did to popularize its Android mobile operating system, Mr. Lu announced last month that Baidu will open its self-driving car technologies to others to help develop autonomous vehicles. The company is on track, he says, to mass produce fully autonomous vehicles by early 2021.
Reaction from the government and auto makers to the initiative, called "Project Apollo," has been positive, he says. Government support and data-sharing among partners should speed along development of the technologies, Mr. Lu says: "If Apollo performs well, we will catch up with and even surpass Google."
Google declined to comment.
Write to Li Yuan at li.yuan@wsj.com
(END) Dow Jones Newswires
May 26, 2017 02:47 ET (06:47 GMT)
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Harambe one year on: How the gorilla became an internet meme – The Independent
Posted: at 7:41 am
A year ago today a gorilla died and an internet phenomenon was born.
Youll have heard of Harambe, of course. He was a 17-year-old Western lowland gorilla, resident at Cincinnati Zoo and Botanical Gardens since 2014, to where he had been transferred from a zoo in Texas where he was born in captivity.
Harambe might have meant nothing save to the thousands of people who passed through the zoos gates to see him but for the incident on 28 May 2016 when a three-year-old boy climbed into the gorilla enclosure and fell into the moat separating the primates territory from the human visitors.
Harambe grabbed the boy from the moat. A zoo worker, fearing for the childs life, shot and killed the gorilla. A zoo attraction became a news story. And then, perhaps inexplicably, so much more.
Within hours of the incident there was a lot of discussion about animals in captivity, debate about the rights and wrongs of killing Harambe, and an outpouring of grief on social media about the death of an animal. All thats understandable.
But the grief swiftly became something else. People began to employ the name and image of Harambe in quite unexpected ways. There were jokes. There were Photoshopped pictures of Harambe with celebrities. He appeared on election ballot papers. Harambe had become a message, an entity divorced from the reality of the gorilla, a thing that existed and evolved and grew on the internet. He had become a meme.
Harambe grabs the boy just seconds before a zoo worker shoots the gorilla
Why Harambe? Why not the two lions who were shot at a zoo in Santiago, Chile, when a man climbed into their enclosure less than a week before the Harambe incident? Just what is a meme, and what makes one go crazily viral like Harambe?
It might be surprising to know that there is actually science behind this, and has been for a long time for more than 30 years, predating the ubiquity of the internet and social media by a long way. Its known as memetics.
Memetic theory, or memetics, is a scientific field invented in 1976 [the term was coined by Richard Dawkins in his book The Selfish Gene] and related to how information evolves and is replicated in human culture and society, says Shontavia Johnson. Each unit of information, called a meme, undergoes a process of natural selection comparable to that of genetic evolution. When one person imitates another person, the meme is passed to the new person, who probably will continue to pass it on to another. And so on and so on.
Johnson is Professor of Law and Kern Family Chair in Intellectual Property Law at Drake University Law School in Des Moines, Iowa, and has made a study of memetic theory and how it applies to the proliferation of social media in the modern age.
She says: Today, the internet meme [what most people now just call a meme] is a piece of media that is copied and quickly spread online. One of the first uses of the internet meme idea arose in 1994, when Mike Godwin, an American attorney and internet law expert, used the word meme to characterise the rapid spread of ideas online.
We saw another example of the meme just this week in the wake of the horrific Manchester suicide bombing that claimed 22 lives at the Ariana Grande concert on Monday night. After the shock, the outrage, the heartbreak, came on Twitter the hashtag #BritishThreatLevels, in response to the UK Government raising the security status in the wake of the bombing to critical. Twitter users posted their own ideas of typically British ideas of threat making eye contact with strangers on the Tube, that sort of thing. But the incidents that spark these memes, from the savage murder of children in Manchester to the shooting of a gorilla, are far from funny. So why do humorous memes rise from them?
Because we live in a world that is always connected and always online, tragedies that dominate headlines also dominate social media trends and discussions, says Johnson. These kinds of events are important to us, perhaps because weve been to pop concerts or have an affinity for certain wildlife, and naturally as more people, who are used to communicating through hashtags and memes, talk about these tragedies, they will use communication methods most familiar to them. We want to be connected to other humans in times of crisis memes and hashtags allow us to express a level of familiarity with many other people instantly.
While #BritishThreatLevels can be seen as a slightly-skewed stiff-upper-lip we will not be cowed response to terrorism, the Harambe memes were somewhat more off-kilter, and took a somewhat disturbing path. White supremacists and alt-right keyboard warriors began to twist the Harambe memes into blatantly racist postings, essentially comparing apes to black people.
But was it disrespectful from the start to a dead animal, to a child who perhaps almost died or was it some kind of coping mechanism for people trying to make sense of it?
Memes employ humour just as people do to cope with distressing or dreadful events
Johnson says, I think it could be both. With Harambes killing, for example, the memes quickly went from tributes and mourning to something more sinister, with racist undertones. In other instances, I think it can certainly be used to quickly connect with others who are also feeling disturbed, vulnerable, or frightened. It really depends on the community. Different communities relate to each other in different ways some by ostracising others, and some by supporting others.
It isnt just the people who create the memes pictures of Harambe in the afterlife with 2016s other notable dead celebrities, such as David Bowie, Harambe climbing the Empire State building, Kong-like, Mohammed Ali towering over a knocked-out Harambe but the millions of people who share them around. If Harambe was a product or commodity, hed have more market share than Coke or Mickey Mouse.
Matt Smith is a director of London-based company The Viral Factory, which creates videos for clients with something to sell and attempts to make get them shared around the internet. They make ads, basically, but the people they work for dont want a traditional TV ad for a variety of reasons budget, its a niche product or service, or their target audience is largely online rather than conventional TV consumers.
Perhaps Smith or his clients, rather would like to be able to bottle the elusive something that memes like Harambe have, but he knows its not so simple.
When youre putting together a viral marketing campaign theres absolutely no point trying to factor in something like the Harambe situation because its just so random, he says. The internet has become really commoditised but memes feel like something from back in the early days of the internet theyre by the people, and if companies try to co-opt them or replicate them then it can backfire badly.
Smith cites an example in Italy where drivers stuck in a huge traffic jam were given free ice cream by a small local company. The event got massively shared around the internet, but because it was spontaneous and, crucially, non-corporate. Because it was a tiny artisanal ice cream maker it had meme legs; if it had been a giant international conglomerate rocking up with trucks of ice lollies and their branding everywhere, it would just have been a publicity stunt.
Memes and hashtags allow us to express a level of familiarity with many other people instantly
Things like Harambe and #BritishThreatLevels work because they have a massive emotional resonance. Its a visceral response to something dreadful, and often people deal with things like this through humour.
But what makes a good meme? Say I post a video of my cat chasing a butterfly on Twitter today and it gets half a dozen likes. You might tweet a similar thing tomorrow, and it goes viral. Is it luck? timing? The fact you have more followers than me?
Probably all of the above, though perhaps theres something to be learned from memetic theory, says Johnson. She points out that there are three good tricks which researchers point to in a memes success: being genuinely useful to a human host; being easily imitated by human brains; and answering questions that the human brain finds of interest.
For a perfect example, Johnson points to the Ice Bucket Challenge meme of the summer of 2014, which essentially involved people dumping buckets of ice water over their own heads and posting the videos online. But this wasnt just internet daftness.
It was not only easy to copy, but also publicly obligated people to do something useful donate to the ALS Association (amyotrophic lateral sclerosis) in the US or the Motor Neurone Disease Association in the UK. In addition, that money was used to help find a cure for ALS disease answering questions that humans want answered.
One year on, you might not even have thought about Harambe but for this article. Memes have limited lifespans, but just how long they thrive for is basically down to survival of the fittest.
When Dawkins created the theory of memetics, he borrowed heavily from principles of Darwinian evolution, says Johnson. Dawkins and other scientists have suggested that memes compete, reproduce and evolve just as genes do.
Despite the science behind it, we dont know what the next big meme will be until it hits us. But you can rest assured, whatever it is, its on its way and theres a very good chance it might be born out of tragedy.
Read more:
Harambe one year on: How the gorilla became an internet meme - The Independent
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