The trio presumed no more than a few friends would get the jokes and laugh along. They thought wrong, as the account now has several thousand followers. It has also spawned numerous copycats over the past week and a half, including meme accounts for the
Glendale Galleria, the
Burbank Town Center, the
Third Street Promenade and the
Beverly Center. (The latter two accounts have, so far, only posted a handful of memes.)
An internet meme, according to media historian Patrick Davison, “is a piece of culture, typically a joke, which gains influence through online transmission.”
Think of a meme like an infectious joke, prone to spreading quickly into a shared social phenomenon. Much like viruses, memes can mutate as they pass from person to person (or social network to social network).
And as the internet grows ever vaster, the appeal of hyper-specialized niche memes has also expanded.
The
@AmericanaMemes account mines pop culture to speak to the extremely specific experiences of people who know and love a mall in Glendale. One meme
featured a faux-Coachella lineup, complete with mall attractions instead of musical acts (the fountain, the Sprinkles cupcake ATM and the parking lot will all be headlining).
“I think I’ve unintentionally tapped into [the fact that] the internet is becoming more and more specific for people,” the main meme-maker behind the account, who would prefer to remain anonymous, told me over the phone.
“When you see a meme about a TV show, it’s like yeah, we all watch ‘Game of Thrones,’ this was made for a million people,” he explained. “As opposed to, oh, this was made for like a thousand people, and it really hits home with them.”
The dueling meme accounts, particularly the back and forth between the Americana at Brand account and the Glendale Galleria account, also gets at a larger shift in L.A. mall culture. “There’s really no comparing the Americana at Brand to the Glendale Galleria,” as Steven Blum wrote in
a recent L.A. Magazine story on this very topic.
The Americana “is a pristine capitalist playground filled with Bellagio fountains, vintage trolley cars, and Bose speakers embedded in lamp posts,” Blum continued. “The other is a classic indoor establishment that feels like a throwback to simpler times.” Both meme accounts revel in the stereotypes of their respective malls, and in trash talking the other.
So what does the
actual Americana think of its No. 1 fans?
“We are so pleased that our guests love their experiences at The Americana and we’re flattered and amused by the passion of these posts,” Julie Jauregui, senior vice president of retail operations and leasing at Caruso Affiliated, said in an emailed statement. “Some of the memes are just pure genius and have our entire team, including Rick [Caruso], in stitches.”
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