- a cultural item that is transmitted by repetition and replication in a manner analogous to the biological transmission of genes.
If you’ve spent any time at all on the internet — which you obviously do if you’re here — then you’ve run across plenty of pictures with text on them. Facebook timelines and every discussion board around is full of them, and they frequently serve as a shorthand or pre-made response to a topic or idea.
In the image above, one of these things is not like the others. Three are memes and one isn’t. Can you tell the difference? I’ll get back to it after a bit so you have time to make your guess. But for comparison’s sake, here’s an image that contains four genuine memes:
Notice anything they all have in common? I chose four slightly older and well-known memes specifically to increase everyone’s chances of having run across them by now. Chances are you can probably associate a name with two or three of them — possibly all four if you’ve been online a lot, like I have.
From left to right, these images have become known as “Ermahgerd Girl,” “Scumbag Steve,” “Success Kid,” and “Grumpy Cat.” The latter two proved to be particularly lucrative for their originators, with “Grumpy Cat” parlaying media appearances and merchandising into a million dollar business. Meanwhile, the “Success Kid” image has been licensed out to companies like Vitamin Water and Virgin Mobile UK, but its ultimate success was raising over $100,000 to finance a kidney transplant for the father of the infant in the image.
You’ve probably seen each of these images with dozens of different captions. It’s not the wording that matters, really — it’s the recognizability of the picture and what it represents. Ermahgerd Girl is a nerdy expression of enthusiasm over something. Scumbag Steve is usually a set-up and punchline about that one guy who manages to be a douche to everyone. Success Kid and Grumpy Cat represent exactly what they sound like.
Of course, there are some memes that are a specific image macro — the same image and the same text always appear together — although you probably recognize both the copy and the picture in this one.
This was taken from an esurance commercial, in which a character called Beatrice tries to bring Facebook into the real world by taping her vacation photos to her living room wall. As a meme, it’s usually used to point out that someone has made a dubious statement about science.
Now, back to the original question. Of the four images at the top, which one do you think is not a meme? If you guessed the bottom right, “We’re vegan…” you’d be correct. It’s merely an image macro, combining what is probably a stock shot with some copy, but it’s nowhere near widespread enough to have achieved true meme status.
Here’s another example of an image macro that is not a meme — and which is rather meta about that:
If you ever want to find out whether something is a meme or a macro or to learn the often fascinating history of a particular meme, there are some great resources out there, but Know Your Meme is probably the most extensive collection. They frequently will have an entry for a new meme within hours of its first appearance. And if you’d like to visit a place where memes roam free and are frequently born, start with web-aggregator Reddit.
The secret to something being a meme is that it is generally known and understood on site across a wide swath of the population, although there can definitely be separate memescapes with their own subsets. For example, memes from anime or gaming may be very well known in one internet population but completely meaningless to another. Newer memes may be unknown to older users and vice versa.
Finally, as I said at the beginning, not all memes come from the internet, although most of them live there now. “Frankly my dear, I don’t give a damn” has been with us for close to 80 years. “Elementary, my dear Watson” and the image of Sherlock Holmes himself still endure — although the original character never used that famous phrase.
Some memes are even more ancient. Ever hear of Oedipus Rex? It’s a name that brings exactly one thing to mind. And that is the essence of what a meme is: a cultural shorthand widely understood within a group or subgroup that carries a lot of semantic meaning in very few images or words. Of course, I couldn’t end without sharing the most meta image macro of all that fits here perfectly using yet another meme picture known as “Good Guy Greg.”
Although now you should know the difference between the two.