In the grand scheme of communication, memes are syllogism — a are the “ ways of articulating the relationships between ideas” and logos was the  When a meme suits a situation, projects a message that lines with a. "People use social media to cheat when they are unhappy with their lives and/or their relationships," Herring says. . It could be that they're chatting on a dating site, or messaging someone they don't want you to know "If your partner likes or posts memes that try to show a humorous take on hiding a. The Relationship Between Memes and Social Change meme after all, has a creator behind it with an intention for posting a viral message.
I took computer classes in first grade, and collaborated on Google Docs throughout high school and college. As such, many of my friendships were formed online. A huge part of connecting online now revolves around the sharing of memes on Instagram, Facebook, and Twitter. On any given day, I find myself opening dozens of direct messages from friends containing funny memes that pertain to an inside joke, or echo a shared sense of humor.
Receiving memes can bring a smile to my face, evoke a shared memory, or simply remind me that someone is thinking of me. Memes can come in purely text form as well, and typically reflect familiar situations in a way that feels so true it hurts. I find myself constantly doing this with all my friends across platforms because I feel it adds personality to the conversation.
I feel our fascination with the popular world allow us to be a part of that realm as if we were in the storyline of our favorite show or a witness to something that happened halfway across the world.
In the marketing space, memes are used and can be very effective in capturing tech-savvy audiences who want to follow their favorite brands online. When a company can relate to a demographic, make them laugh, and prompt organic engagement, it creates a relationship. The relationship becomes one as if you were family or friends and creates loyalty to the brand in the same way.
The incorporation of a meme can come in many forms as well, one can attach a meme to a tweet, use one to respond to a text, or they can be shared on social media for the masses. The language and humor they use matches what people find funny and create a memorable experience like having users zoom in on a photo to reveal hidden messages on their food.
Methodology This research explores the English and Thai Facebook pages. These two pages are appropriate in an analysis because they are the portals collecting Internet jokes and memes in an image format and distributing sharing them on a daily basis. The samples are only image files because of their variety and their number is large enough to be analysed statistically.
Do You Know What I Meme?
The memes are analysed from 31 March backwards. The researchers allow approximately two months between the time the meme is posted and the time it is analysed because the numbers of likes, comments, and shares become stable over time. This research employs the mixed-method approach combining the quantitative and qualitative research. The procedure starts with the content analysis of the Internet memes from the selected pages.
According to Bordens and Abbottcontent analysis is the method analysing a written or spoken record for the occurrence of specific categories or events, items, or behaviour.
The Internet memes are, then, divided into humorous and non-humorous memes. However, the original concept is intact. To test the hypotheses, the researchers use three different statistical analysis tools, multiple regression, T- test, and ANOVA test. The T-test is conducted to test the difference between the means average of shares of humorous memes and the non-humorous ones.
The first hypothesis, testing the relationship between likeability and sharability, is tested using stepwise multiple regression that also includes other controlled variables. Results and Discussion Relationship Between Likeability and Sharability To test the first hypothesis, the multiple regression analysis is conducted to observe the relationship between the number shares a dependent variable of the memes and the number of likes an independent variable together with other controlled variables.
Therefore, the first hypothesis H1 is accepted. The standardised coefficients of the number of likes and the number of shares are. Apart from the number of likes, other variables: Surprisingly, posting the meme on Wednesday also has a positive effect on the number of shares.
Nevertheless, the effects of all the dummy variables are not particularly strong. And it is found that posting the memes on Tuesday in this page tends to have a lower number of shares. Error Beta t Sig. Tolerance VIF Constant Shares Humour and Non-Humour Sharing To compare the means of shares between humorous and non-humorous memes, the T-test analysis is carried out.
The mean of shares of humorous memes, However, the t-test statistics indicate that the difference is not statistically significant 0. Error Mean Humour Error Difference Shares 1.
The T-Test analysis is conducted Table 6 and shows a statistically significant difference between the two groups. The humorous memes in the Thai page has a higher mean of shares at However, the standard deviations of the two groups are quite large at Therefore, the result is barely significant with p-value of.
In conclusion, the hypothesis 2 H2 is partially accepted because of the difference between the results from the English and Thai pages. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. On the other hand, the differences in the means of shares are not statistically different among other styles of humour at Therefore, the third hypothesis H3 is rejected. Conclusions and Recommendations This research tries to explore the relationships between humour and virality on the social media through the study of the Internet memes or jokes.
The authors employ the mixed-method approach combining content analysis of the memes and the statistical tools in order to test the relationships. According to Millsspreadability, or the propensity of the message or meme to spread or go viral, is the combination of likeability and shareability, this research tests the relationship between likeability and spreadability through the number of likes and the number of shares of each meme.
The results from the multiple regression modelling of the memes from the two pages share similar findings.
The relationship between the number of likes and the number of shares is statistically significant and strong. Memes with a higher number of likes are more likely to be shared than memes with a lower number of likes. From the multiple regression models, there are two notable variables, the number of comments and the lines of text, that emerge as the significant independent variables affecting the number of shares.
The number of comments can imply the engagement of the audiences who are willing to participate in the meme by posting intelligent comments. The relationships between the number of comments and the number of shares are statistically significant in both pages but the effect is noticeably stronger in the English page, the standardised coefficient of. On the other hand, the number of lines of the text in the meme also has a significant positive relationship, albeit not as strong as the number of likes, with the number of shares.
The probable reason is that more lines of text denote the story-like memes or the memes that tell stories. The story-like memes might have better propensity to spread than memes without context or narratives.
However, storytelling is beyond the scope of this research but it can be studied extensively in future research. Another focal issue of the research is the role of humour. From the statistical tests, the finding is not yet conclusive. In the English page, the difference is not statistically significant whereas it is significant, albeit barely, in the Thai page.
The finding from this research is not meant to lessen the role of humour but it means that the non- humorous communication tactics can also evoke sharing.
Do You Know What I Meme? – Day One Perspective
The non-humorous communication tactics that led to virality in the two pages studied are, for example, dramatic, emotional, inspirational, sexual, beautiful, intelligent, and cute memes. Therefore, humour, although it is a very useful and pleasurable way to communicate, is not the only way to generate viral messages on social media.
The fascinating point of humour is that all humours are not created equal. There are four styles of humour, affiliative, self-enhancing, aggressive, and self-defeating. Through the content analysis method, the authors categorised over a thousand humorous memes into those four styles according to the definitions. This finding is revealing in many dimensions; firstly, those two humour styles are the styles that senders of the meme make fun of themselves.
In these cases, the people spreading or sharing the memes do not only share the memes just to spread the joy or to make people in their networks laugh Guadagno et al,but also to use them as the vessel to communicate what they are thinking and feeling about themselves at the moment of sharing.
The author described one of the criteria of a compatible meme is when the meme can meet the need of the people it encounters. Self-defeating memes often communicate their breakdown in relationship, academic failure, and other inferiorities in life.
Receivers of those memes who experience the same feelings as the original sender, in turn, share the memes to make fun of themselves while making people in their networks laugh. Self- enhancing memes work in the same way but in the opposite valence.
They are the primarily inspirational and positive yet humorous way ones look at his or her life. The receivers of the memes, thus, share the memes to inspire themselves while also making other people laugh. The aggressive style of humour, where the sender makes fun of other people negatively, is hypothesised to have the highest mean of shares because it could theoretically and consistently arouse strong feelings.
However, this style of humour only came second in the means of shares in both pages. Another interesting and insightful finding of the comparison between the effects of different humour styles on sharability is that there is a stark contrast in the results from the English and Thai pages.
Self-defeating memes have the highest mean of shares on the English page whereas self-enhancing memes are more likely to be shared in the Thai page. The most probable cause could be the cultural differences between the West and the East. The contents of the See More page mainly appeal to the audiences from the English speaking countries such as the United States.
In conclusion, this research can be useful for advertisers and marketing practitioners who are working on the viral campaigns. Humour is an important element in communications and it can help enhance the spreadability of the message. Nevertheless, humour is not the only way to make viral contents and not all styles of humour are created equal. The memes that can spread the most effectively behave like vessels for receivers to communicate their thoughts and emotions by sharing the memes in their networks.
Thus, the humorous memes that the senders make fun of themselves are more likely to be shared. However, the research finding found that there is a delicate cultural difference between sharing humorous memes on the English and Thai pages.
Therefore, practitioners should pay close attention to how different types of audiences react to different kinds of messages before coming up with a viral campaign. The International Journal of Bank Marketing. Research Design and Methods: New York Camarero, C. Computers in Human Behavior. Journal of Consumer Marketing. Journal of Current Issues and Research in Advertising. Evolution and Human Behavior. Personality and Individual Differences. International Journal of Conflict Management.
Humor and life stress: Journal of Happiness Studies. Journal of Research in Personality. Journal of Public Affairs.
European Journal of Innovation Management. Semantic Mechanisms of Humor. The Northwest Journal of Communication. Journal of Computer-Mediated Communication. Current Issues and Research in Advertising.