What are Internet Memes and How They are Used for Different Purposes?

Abstract

This article argues for a clearer framework of internet-based “memes”. The concept of cultural memes of being ‘replicating units’ as given by Richard Dawkins’ in his most celebrated work, The Selfish Gene (1976), can be related to internet memes in terms of contemporary information transmission and evolving setup. However, where memes are commonly seen as non-harmful humorous visual content that has been remixed, replicated, and changed to relate with diverse contexts and meanings but still adhering to the basic concept, adopted by the cross-cultural audience to be enjoyed at a broader level, they sometimes also have underlying purposes. From being a most crucial part of information warfare, propaganda, and advertising, they can be considered as the most overlooked yet impactful source of message transmission. The paper explores how memes have been used for such different purposes and how they have become another means of expressing taboo feelings and build communities as well.

Keywords: memes; internet memes; selfish genes; information warfare; virality; utility of memes in propaganda and advertising.