Abstract:
The memetic mapping is a method to identify memes and categorize them in the form of a multilevel model. Meme is a reproducible cultural element and has been adapted from the concept of gene in the evolutionary biology. The purpose of this study was to describe the current culture of Google using memetic mapping. To this end, the printed and online texts published about Google were coded for memes. This way, 134 memes were extracted and reduced to 40 Memecules (a higher unit comprised of several related memes). Memecules were placed into 6 levels of organizational culture, namely fundamental assumptions, values, norms, artifacts, work procedures, and human resources procedures. Then, in order to understand the formation of Google’s culture in the course of history, cultural genealogy method was applied. In this approach, the father of each meme (the culture from which the meme is adopted) is identified, and then the children are connected to their parents with an arrow. The outcome is a cultural genealogy model in shape of a family tree graph. In this study, 85 Greek and Indian cultures with impacts on the emergence of Google’s culture were recognized and analyzed. This study successfully operationalized the meme concept and employed it in an empirical research. Memetic mapping is a powerful tool available for managers, consultants, and organizational researchers to explore the cultural phenomenon and to change it. Memetic engineering is capable of diagnosing and correcting a defective meme in a human community.
Machine summary:
Mimetic mapping is a powerful tool in the hands of managers, consultants, and organizational researchers to analyze the phenomenon of culture and its change.
Studying Google, which is a role model for technology companies, and learning from its culture will answer many questions of Iranian organizations active in this industry.
All sources available on the web about Google's organizational culture were part of the scope of the present research data; including written sources (books, articles), visual (films, documentaries), and auditory (interviews, speeches) (Naderi 1397: 984).
(Refer to the image on the page) After mapping the mimetic model, the second phase of the research, namely the genealogy of Google's culture, was reached.
The researcher has tried to consider triangulation to increase the quality and validity of his qualitative research and to consider Google not only as a technology company but as a human community, with all its dimensions, and to create a comprehensive picture of its organizational culture (44: 2019 Brint).
Mimetic Mapping Model: Finding the Defective Meme When an image of the current culture of the organization is provided and also how the culture came into being Once it is specified how the current culture emerged from previous cultures, it is time for the consultant or organizational researcher to identify the strengths and weaknesses of the current culture.
Organizational researchers with the tool of mimetic mapping can take a targeted approach to reveal the current culture of their organization.
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