Memes and metaculture: The politics of discourse circulation in Fiji

To address the question of what makes cultural products circulate successfully or unsuccessfully, I use the analytical tools supplied by two emerging disciplines, memetics and the study of metaculture. The case that I examine is the widespread circulation of the phrase 'failed businessman' to describe the leader of Fiji's coup d'état in 2000. In analysing the ways that the phrase circulated globally in international news accounts (and the pages of this journal as well), but did not circulate well within Fiji itself, I argue that the concept of 'metaculture' gives us more sophisticated analytical tools and a fuller, richer sense of the dynamics of cultural circulation than memetics does.