Between Chaos and Diversity: Is Social Memory Studies a Field?

Is (or are) memory studies, social or otherwise, a field? If so, does anything hold it together beyond the mere use of the phrase “collective memory”? Memory studies is simultaneously still in its charismatic phase, though it no longer has a right to be, as well as highly resistant to efforts to escape from it, though it clearly needs to do so. To be a field, it needs a memory of its own.