On the surface, memes are a just source of entertainment – a way for people to express themselves through remixed templates of text, images, and videos. Some even call them the wallpaper of our social media feeds. And rightfully so — memes are everywhere on the internet and often provide us with a few minutes of idle, amusing fodder for procrastination during our day.
But they also have a serious side, according to researchers looking at modern forms of communication. They are a language in themselves, with a capacity to transcend cultures and construct collective identities between people. These sharable visual jokes can also be powerful tools for self-expression, connection, social influence, and even political subversion.
Internet memes "are one of the clearest manifestations of the fact there is such a thing as digital culture," Paolo Gerbaudo, a reader in digital politics and director of the Centre for Digital Culture at Kings College London, told the BBC.
Gerbaudo described memes as a "sort of a ready-made language with many kinds of stereotypes, symbols, situations. A palette that people can use, much like emojis, in a way, to convey a certain content".
According to Instagram, over one million posts mentioning the word "meme" were shared every day in 2020.
But the first one to use it was evolutionary biologist Richard Dawkins, who coined the term in his 1976 book The Selfish Gene, likening discrete pieces of human culture that propagate between people to genes.
Dawkins shortened the ancient Greek word "mimeme" – with an apology to his classicist colleagues – to meme, making it rhyme with "cream". He suggested that memes were melodies, ideas, catchphrases, or bits of information that leap from brain to brain through imitation, expediting their transmission.
He used the term to highlight how human culture can replicate itself. In that sense, memes have been around probably since humans have had cultures they have shared. But we can also see the kernels of what makes modern internet memes so successful in ancient forms of pop culture.
"We see the replication of mundane reality in many forms of art," said Idil Galip, a doctoral researcher at the University of Edinburgh, and founder of the Meme Studies Research Network. "Even going back to, let's say, Hellenic times, you've got something like tragic theatre, that takes things that happen to you that are upsetting and real-life and makes them into comedic things, which is what memes do."
