Model: Intended spread X Actual spread

This standard boolean (2X2) model considers the relationship between the intent to spread some idea and the actual spread of an idea.

Two axes of binary values

• Intended spread: {unitended, intended}
• Actual spread: {unspread, spread}

Four quadrants

• unintended unspread: a simple message
• intended unspread: forced meme
• unintended spread: accidental meme
• intended spread: designer meme

The intended spread scale could be extended (but isn’t done here) to include the intent not to spread, as in secret information. The actual spread of such would be down to something like a leak.

Cliology is concerned with intended and actual spread of designer memes.