Memetic Variation in The Whole30: Understanding Content Consistency in a Transmediated Nutritional Program

摘要

Purpose: The goal of this article is to understand how and why content relating to a popular nutrition program, the Whole30, is taken up or discarded when shifting between producer- and participant-controlled media. Method: This article utilizes memetic rhetoricalanalysis to identify interface- and content-specific memes and to explore the connections between those memes that create environments to which some adapt successfully while other are lost. Results: My analysis shows that the interface memes that characterize the Whole30Facebook Community page create a communicative situation in which personal experience is more likely to be persuasive than scientific research or institutionally conferred credentials. Conclusion: Technical communicators need to craft technical and scientific content to allowfor transmediated community interaction that draws on the affordances of social media sites to maintain the integrity of information.