But there is something new happening, which we saw on a grand scale with the Ice Bucket Challenge, and which is reshaping how we think about spreading ideas. The job now is not simply to create sound bites, but what we call “meme drops”—whether images or phrases, across every type of media—that are designed to spread “sideways,” coming most alive when remixed, shared, and customized by peer communities, far beyond the control of the meme creator(s).
