The Meme’s-Eye View of Strategic Communication : A Case Study of Social Movements from a Memetic Perspective
The article argues that a memetic approach, or meme’s-eye view, could help bring together the strategic management view and the CCO-school. ‘Memes’ are understood as a second-order concept, i.e., as a reference to ‘memory traces’ in people’s minds and anchor-point of joint or collective intentionality. This view, it is argued, permits the conceptualization of communication as a resource. To illust
