Stacey M. Lantagne, JETLaw (The Vanderbilt Journal of Entertainment and Technology Law); Goncharov (1973), Internet Folklore, and Corporate Copyright
"Goncharov (1973) is a meme, which is a term broadly used to refer to a species of viral internet creativity. Memes can be many different things, but Goncharov is an especially rich, complex, collaborative, and mutating one. It revolves around a movie that does not exist. Goncharov is a fictional Martin Scorsese film that the internet collectively pretends was produced in 1973. Over the course of a few feverish weeks in the fall of 2022, social media users, with no coordination and without knowledge of each other or the overall project, created a cast, storyline, soundtrack, reviews, fanfiction, and a promotional poster. And they did it all for free. Actually, they did it all for fun—a concept foreign to copyright law’s idea of what drives creativity.
This Article uses Goncharov to illustrate how copyright law doctrines have developed to support a narrow, corporate conception of copyright. Copyright law depends heavily on an understanding of creativity as an economic venture mediated by contractual relationships. Sprawling collaborative and unmonetized memes like the Goncharov meme sit uneasily in the system because they are likely uncopyrightable as a type of folklore. However, positioning a meme like Goncharov as the equivalent of public domain folklore leaves it vulnerable to financial exploitation. This Article uses the vehicle of Goncharov to ask whether such a result is what copyright law should support, or whether we should rethink how we treat the new traditional knowledge being developed daily by our creative culture. This Article argues that copyright law dangerously focuses attention on a very small slice of human creativity, leaving vast amounts of creativity devalued as undeserving of legal protection. This hierarchy paints a watered-down picture of creativity. Creativity, as can be seen just in the single example of the Goncharov meme, is so much more complex, multi-faceted, unpredictable, and interesting than current copyright law posits. As we prepare to grapple with machine-generated creativity that may challenge copyright assumptions, we should not forget the vast swaths of human creativity that also challenge those assumptions.
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