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Spain repeated the phrase “I have messed it up” with an unmistakable Madrid accent for almost two decades, being very clear about the origin (a young lifeguard whose intervention in the Antena 3 news program had gone viral on the Internet), but perhaps without knowing the true scope of the joke. The Provincial Court of Madrid has just set the effects of one of our most famous memes at 50,000 euros. The sentence. The Provincial Court of Madrid sentenced on May 5 Atresmedia to compensate the woman who starred in the video for “La he liado parda” with 50,000 euros. The court raised the amount set in the first instance, which had been 40,000 euros, and rejected the appeal presented by the audiovisual group. The resolution also orders the removal of the recordings from all Atresmedia platforms and prohibits their reuse in similar circumstances. What happened. The origin of the video is in the summer of 2008: an Antena 3 interview with a young lifeguard after an incident with chemicals in a swimming pool in San Sebastián de los Reyes, where she utters the phrase that would become a classic of Spanish humor. The original interview, protected by the right to information, is outside the sentence. What the sentence punishes is subsequent reuse: The condemnation also extends to La Sexta, Onda Cero and Europa FM, stations from the same group that continued to exploit the recording for years in comedy programs and compilations. The demand. The woman filed the lawsuit in 2021, after verifying that her voice and image continued to circulate without her permission. more than a decade later from that afternoon at the pool. There is an episode that gives an idea of ​​the scope and consequences of the video: years after the recording, some police officers, upon identifying her, came to comment among themselves “we are here with the one who has gotten into trouble.” It is just an anecdote that allows us to guess the pernicious reach of a video that went viral without the woman’s permission: it took her several years to return to work, it was an ordeal for her to see her image on television, she found herself wearing t-shirts with her face on it and she even had problems developing her profession almost a decade later, due to anxiety attacks, hospitalizations and medical leave. Who pays for the meme. The ruling does not hold Atresmedia responsible for the original viralization of the video, which attributed to the dynamics of the internet and social networks. The damage is “serious” in moral terms, although it is not entirely attributable to the chain. What he does attribute to him is the decision to continue broadcasting that material for years in his own programs, with massive audiences, when there was no longer any informative justification. Atresmedia is not planned appeal the sentence to the Supreme Court Other victims of memetics. The case of the Madrid lifeguard is, of course, not the first. The Star Wars Kid dates back to 2002, and his fame began when, at the age of 14, he recorded himself imitating a Star Wars lightsaber combat. A colleague found the tape, uploaded it to the Internet and the video became one of the first big virals on the internet. As a result, the boy suffered bullying, had to change schools and received psychiatric treatment. His family sued the colleagues responsible, claiming around $250,000 and reached an out-of-court settlement in 2006. Years later, he explained that a crime would have given him more legal protection than a viral video without his consent, since juvenile laws did not contemplate that scenario at that time, which was not yet known as cyber bullying. Victims in Spain. In Spain, the perhaps best-known case is that of Álvaro Muñoz, the 12-year-old boy who burst into unexpected racist comments when talking about tranquility is what is sought in the summer pools. He suffered his corresponding share of bullying and harassment when his address was made public, he received 17 complaints of racism and spent five years going to juvenile court. Recently has announced that he had regretted the comments and was entering a seminar, closing this circle of Celtiberia Memes. Luckily not all the protagonists of youth memes in Spain are broken toys: Miquel Montoro, the boy from “Host, piles”has become influencer of the rural world with social media accounts that exceed 400,000 subscribers. And José Gómez, who uttered the glorious phrase “You can’t live off petanque” has ended up becoming world champion of the discipline. The meme as a meat grinding machine. Researcher Limor Shifman defines memes, in her book ‘Memes in Digital Culture’as units of digital content created, imitated and transformed with the awareness of belonging to the same shared pattern. This is what explains why “La he liado parda” survived for so long: it stopped being the testimony of a specific person and became a reusable piece, without the need to reference the original event. The ruling recognizes, in some way, this mechanism: the magistrates distinguish between the legitimate informative use of the interview and its subsequent reuse for entertainment purposes, which they consider an interference in the right to one’s own image. Journalist Jon Ronson describe Similar processes occur when digital lynchings take place: the target loses its personal context and begins to function as a symbol of the transgression it represents, almost as if it were a company that has been involved in a public relations disaster and not a person with a life behind it. In this case, that symbol was not just constructed by anonymous users: the network itself that recorded the original interview fueled its circulation for more than a decade. In Xataka | When a town found a dead whale on its beaches, it decided to dynamite it. 55 years later they still celebrate it