Memes as Visual Tools for Precise

Message Conveying
A Potential in the Future of Online Communication Development
Thov Reime
Department of Product Design
Norwegian University of Science and Technology

ABSTRACT:

The aim of this article is to explore publications related to Memes, their uses and functions in
modern society, and based on this discuss the potential to improve written, online
communication by the adding of Meme-based visual tools for more precise message conveying.
Articles were gathered mostly from the Scopus database, with additions from Google Scholar.
Width in article topics was prioritized before depth in singular topics. When information on
specific Memes in articles was found lacking, knowyourmeme.com was used as a reliable main
source of additional information. Personal experience comes from several years of presence on
relevant online forums. Based on found observations from articles and studies, potential
problems and opportunities were located and assessed accordingly. A confirmed feasibility
based on these finding was presented.

KEYWORDS: Memes, Online Communication, Visual Tools, TPD4505.

1. Introduction currently dominating mode, visual

communication was quickly applied where
Online Communication (OC) has been under suitable: Live picture and sound streaming
constant, rapid development since the provided access to synthesized face-to-face
dawn of the internet, and implemented communication, which can now be viewed
remarkably fast in parts of modern society. as the go-to option when formal
During most of their entire existence, conversations, meetings, and
telecommunication portals for written teleconferences are had.
messages (e-mail, instant message services,
chat rooms, discussion threads, SMS, even As internet culture developed through OC,
Morse and telegrams) have relied mostly on the first online Memes appeared. The term
the interpretation of the other participants’ ‘Meme’ was introduced by Richard Dawkins
choice of words in written form. In its basic [1][2], and it is to culture what genes are to
function, written OC is simply a more time- biology; in simple terms, a piece of
and effort-saving version of the now much information that replicates and evolves
less used paper letter. It also provides a according to environment, yet maintains a
relieving alternative to the availability- core principle. If a random person was asked
requiring telephone call (which was itself a what a ‘Meme’ is, answers are likely to be
paradigm shift away from telegraph and quite different, depending on who is asked. If
letters). But even though written OC is the we were to ask most people who are over a

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certain age or do not frequent online, social and Carry on” has been reworked into a
networks, ‘Meme’ might be associated with new Meme template: “Keep calm and (…)”
the pantomime; the stereotypical, French [3]. A visual example is the popular
street performer who pretends to be in “Upopular Opinion Puffin” Meme (Fig. 7),
contact with invisible objects. Indeed, the where the picture of a walking puffin bird
word ‘Mime’ is fundamentally the same in serves as a picture template for expressing
Norwegian, English, French, German an honest but potentially unwelcome
(Pantomime), Spanish (Mimo), Lithuanian opinion.
(Mimika), and most European languages; the
core principle is replication, recreation, or Because this paper focuses on how text-
synthesis of something else. If we would ask based OC can be improved by visual tools, it
those who work with or study biology or useful to simplify the term Meme by
temporarily excluding the written
behavior patterns, they might actually assume
we refer to Dawkins cultural version of the component (free text and catchphrases)
gene; Meme as a behavioral term. But to and focusing solely on the visual component
anyone who regularly visit web based forums (micro media). Therefore, I propose to
like Reddit, 4Chan, Tumblr, the term ‘Meme’ define a Meme as: a picture or figure
would possibly be explained using something functioning as a template or situational
like ‘a picture template for telling jokes.’ It is background, to which a specific and related,
no surprise that something which is mostly written content is added. The word
used to share humorous content or personal ‘content’ is meant to define the new
stories has its greatest field of play in such material that a user has added to the
social, online arenas. Meme, e.g. a personal story or confession.
This explains the relation to Dawkins’
This paper is concerned not with these version, where the information in question
social, cultural memes, but rather the is under constant evolvement, spreads
latter, digital version in popular, online through exposure, while maintaining its
culture, used to describe the phenomenon visual core.
of popular pictures and figures that flourish
on social web pages; often referred to as
Online Memes. A widely covering
description of the term Meme, is provided
by Saike He et al.: “In Online Social Networks,
[a meme] can be free text, trending
catchphrase, or micro media such as photo,
video, audio clip, or animated gif (Graphics
Interface Format)[2].” Based on this
definition, both written and visual content
can be a Meme. E.g. the famous phrase “I
Figure 1: British WWII poster. Figure 2: A
have a Dream” and a picture of Dr. Martin
repurposed version. Source:
Luther King can both function as individual
www.knowyourmeme.com
Memes related to social inequality. An
example of a famous text-based Meme is
the WWII poster from the British Ministry of The basic functionality of a Meme is to
Information, where the phrase “Keep Calm convey a specific emotional, contextual
message. J. L. Zittrain attempts to describe

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the potential of a Meme as a conveyor of
information [4]: “A meme at its best
exposes a truth about something, and in its
versatility allows that truth to be captured
and applied in new situations.” However,
Memes are in comparison rarely used in
communication between low numbers of
participants (such as in instant messaging
and e-mail). The main purpose of this paper
is to use scientific publications directly or
indirectly related to Memes, to explore
their uses and functions in modern society
and, based on the findings, discuss how
Memes could be used as a more precise,
visual communication tool than existing
solutions in OC.

Scientific articles from the database Scopus Figure 3: The original line and picture taken
related to the search term “Memes” were from the movie The Lord of The Rings: The
screened for relevance: titles, abstracts, Fellowship of the Ring. Figure 4: Repurposed
Meme for expressing the sometimes
and contents were screened in sequence.
unforeseen challenge of a trivial action.
Some articles were found on Google Scholar Source: www.knowyourmeme.com
when Scopus could only supply abstracts.
Core findings from each article were 2. The Use of Internet Memes
systematized in a bullet point list; the list is
Simple, visual tools made their way into
not included in this paper for the sake of
parts of written communication long before
article length. The systemized list of
live video streaming became accessible for
findings was then used to determine the
the public domain; the emoticons, the most
most relevant topics for this paper, which
classic of which is the smiley, consisting of a
were: Memes used in critique expression,
colon and an end parenthesis: :) The very
Memes related to movements, and use of
first use of this emoticon in OC was
Memes in popular online culture. Findings
supposedly to mark thread posts containing
were compared to and supplemented by
jokes [5][6]. This might have been the first
personal experience has been gathered
attempt at making a composite of explicit
through years of activity on Meme based,
words and a symbol representing a tacit
social web forums, such as Imgur, Reddit,
message, namely that the emotion behind
4chan, 9gag, and social network sites and
the message was one of humor [7]. The use
services with instant messaging, such as
and function was simple, yet it opted for
Facebook, MSN, and Skype. Pictures of
expanding communication on several
Memes were mostly located from
dimensions, as well as greatly easing the
knowyourmeme.com, as I deem this to be a
interpretation of otherwise easily
reliable source of background information
misunderstood messages. In their study of
and examples.
silence in text-based communication (i.e.
complete and deliberate lack of both visual
and written feedback) Zembylas and

3
Vrasidas found that even not replying can own idea. In the world of Online Memes, it
be interpreted to have a meaning, but also would appear that Memes are almost
that this interpretation is highly subjective consistently and actively turned against its
[8]. Emoticons appear to serve the exact original motive (see Fig. 1 and 2): a
same function as Memes [7], but personal hypothetical example would be that in the
experience suggests that Memes allow for a rapidly changing world of Memes, a picture of
much more precise message conveying. A Davinci’s Vitruvian Man can be a Meme for
similar result was found by Park et al. when the excellence of the human body in one day,
comparing text-based, graphical, and while being used to tell stories of failing bodily
animated emoticons [7]. functions in the next.

Internet Memes are perhaps normally thought

to be limited to social network sites where
users create and upload material related to
certain topics, all the while contributing to the
Meme’s evolution and potentially expanding
its areas of use: Completely new material is
viewed by other users and given votes of
approval. This increases the popularity of the
material, and can potentially lead to a mass
usage of the core principles in the material,
thus giving birth to a new Meme. The new
Meme can (and will) then be used for other
purposes, all influenced by whatever the
public finds most fitting, much in line with
Zittrani’s previously mentioned statement [4].
Zittrain goes on to tell the descriptive,
cautionary tale of how Reddit users actively
started to give a specific Meme associations to
racism after the retailer brand Hot Topic
decided to use that praticular Meme on their
products.

The change of utilization appears to have been

more widely researched in scientific literature;
the ‘read-vote-rewrite’ idea behind internet
Memes allow for rapid expansion into areas
where anonymous creators can turn the
Memes into tools of radical idea sharing,
confession, expressing critique towards Figure 5: The Common Smiley. Source:
government, social norms and ideas, politics, www.spontaneoussmiley.com.
and society in general [1][9][10][11]. Multiple Figure 6: The Trollface Meme is similar to the
examples can be found of both humoristic Smiley in shape and basic expression (smiling),
but contains a teasing component meant to
Memes being used to convey serious topics,
provoke. Source: www.knowyourmeme.com
and Memes originally reserved for e.g.
political expression, being used to ridicule its

4
2.1 Critique Expression Memes also known as Rage Comics), are used
to comment on both humorous everyday life
J. Bratich [10] stated that a joke needs an
situations, and major incidents and problems
objective spectator in addition to the joke’s
occurring related to the political situation in
victim and presenter. Perhaps the most
China [11]: It is suggested that the emergence
famous protestor movement connected to a
of this has led to Chinese people having an
group of Memes was the Occupy Wall Street
arena of presenting frustration and critique,
movement, where participants would use a
where modern, online Western culture has
picture of a ballerina on top of the Wall Street
more ventilation-oriented sites; an opinion
Bull as their original template for posting
supported by Xiao Mina [12], who, as
comments and opinions related to a protest
previously mentioned, also suggest that the
on social and economic injustice. However, in
sheer number of users and the “hidden”
an open, online society where users can
nature of the Memes, allow evasion of
submit Memes that express an opinion or
censorship and removal from the network.
experience that could have actual
consequences for the creator, critique of
government and sharing of unpopular
opinions, is likely to be minimal. J. R. Viskery
suggested that “anonymity allows users to
appropriate and repurpose humorous image-
based memes in ways that simultaneously
challenge and reproduce hegemonic culture”
[9]. This has become a very common practice
in China; a society with high degree of
government censorship and consequential
punishment, political dissent, and relatively
high consumer access to online communities Figure 7: An example of the Unpopular
[12]. Xiao Mina shares stories about how Opinion Puffin. This picture Meme is used to
anonymity is paramount to the safety of key express personal beliefs that the creator
figures that express opposition against the perceives as an opinion not commonly
accepted. Source: www.knowyourmeme.com
Chinese Government. What I believe is more
interesting, is how Mina suggests that Chen states that “While Baoman (Rage
anonymity is at the same time not necessary Comics) may not lead to political reform in
for common users because “[oppositional China, it has given voice to many netizens who
Memes] slip past machine and human censors need a space for emotional and political
through coded verbal and visual language.” I catharsis.” It appears that in the case of
believe it points out the unspoken, yet Baozou, the tacit language that Memes
commonly agreed upon, interpretation of a represent has been paramount to its success:
specific Meme; the writing between the lines; Chen goes on to state that “the majority of
the highly specified context. Baoman creators prefer the pre-existing rage
faces because these familiar faces depict so
Several authors that write about online
vividly different emotions and attitudes that
critique of the Chinese government, point out
may be difficult to articulate.” I find that many
the situational versatility in use of Memes.
Rage Comics exemplifies this: Compared to
Shih-Wen Chen describes how Baozou Manha,
the common Smiley (Fig. 5), ‘Trollface’ (Fig. 6)
or abbreviated Baoman (a specific group of

5
is similar in shape and basic emotion, but the more importantly, perceived as reality. One of
facial expression is radically different: while main quotations from the OWS movement,
the Smiley conveys a simple smile that can be was the “we are the 99%”, meaning the
interpreted in numerous ways, Trollface has a participants viewed themselves as
more distinct expression of humor. It is often representing 99% of the population, when it
used to underline a joke and provoke the was suggested that in fact only 1%
victim with its teasing expression; the Smiley participated in the actual movement [1].
would fall utterly short to provide the same Based on this, we can see that it is quite
precision. In critique expression, the Trollface possible that using Memes as banners for a
can be used to signify how governments can cause may in fact gather support from
act as ‘trolls’ when exploiting the public followers who would not originally support
without risk of retaliation, thus fitting the
teasing expression.

This way of establishing portals for expressing

critique and lowering the threshold for doing
so, is clearly greatly aided by the use of such
common communication tools as Rage
Comics. In fact, I argue that this specific group
of Memes has perhaps the greatest potential
of use in instant OC, simply because of their
versatility, diversity, and precision in
expression. For the sake of using Memes in
OC, such online networks that delve in
anything from critique expression to
humorous commenting on everyday
situations, support how a simple Meme can
spark a defined emotion or context, and thus
contribute to a text-based conversation.

2.2 Movements

Closely related to critique expression, we find

movements that aim to gain support through
use of Memes as gathering points, reference,
and situational applicability; they become
banners or mascots, mostly decided upon by
the group of users that are connected to the
movement. Regarding the contributors to the
Figure 8: The Rage Guy Meme from Rage
process of selecting specific Memes for their
Comics. The Meme expresses intense anger or
cause, Hristova found a similar result to pain. Figure 9: The Are You Serious / Seriously?
Viskery when looking at the Occupy Wall Meme from Rage Comics. While showing some
Street (OWS) movement and the use of its of the same signals as Rage Guy, the
memes [1]: through users’ reproducing and expression is not of anger or pain, but rather
creation of the memes, a common description disbelief in another person’s statement.
Source: www.knowyourmeme.com
of the political situation was established and,

6
said cause. But from the view point of creating private users to express critique on society.
a commonly accepted symbol representing a (Mina provides a more innocent alternative
specific message, this points out how entire when quoting Ethan Zuckerberg: “The
groups can orient themselves around this contemporary Internet was designed, in no
symbol through the ‘read-vote-rewrite’ small part, for the dissemination of cute
process; it seems that whatever the topic is, pictures of cats.” [12]) But while a movement
this process will inevitably draw followers may have a very specific message to convey
towards whatever symbol becomes the most (such as World Wildlife Fund), the general,
appropriate for that context, thus creating online culture is of a much more fluid and
societal agreement on what should form the adaptive nature. This is an important part of
basis of the group’s OC. why Memes can improve upon the current
communication portals in OC: the general
public seems to absorb, utilize, and modify
whatever it finds to serve a useful purpose.
Consequently, if a Meme-like tool was to be
developed for the specific purpose of
conveying messages in more formal, text-
based communication portals, it could and
should be absorbed, changed, and made to fit
whatever precise, emotional message the
users wants to convey.

2.3 Popular Online Culture

It is in online forums like the ones mentioned

that Memes flourish, grow in popularity, and
evolve the most. The online community that
participates in creating new Memes, voting on
others’, and repurposing them with their own
ideas, serves as a perfect example of how
Memes actually are used in OC. In the article
on the Confession Bear Meme, Vickery
Figure 10 and 11: Examples of the Annoying describes the extreme absorption and
College Kid – OWS Meme. This is an example repurposing that the Meme passed through
of Memes connected to a theme, but which [9]: “Within hours of the initial submission,
exist to oppose the original, in this case, the Confession Bear had its own page on
ridicule of participators of the OWS
Quickmeme, an image captioning website that
movement. Source: www.knowyourmeme.com
hosts galleries of user submitted macros and
In many ways, I have found the online critique allows users to add their own text to images.
of and comment on Chinese government (and Within four days, the post received 1100
consequential censorship and shut-down) has comments and 13 000 upvotes.” To give a
similarities to movements that develop their comparison, my experience is that a high
own Memes for OC. And naturally, this is true ranking post rarely receives more than 5000
for any country where online culture is upvotes in its time one the front pages. This
available; it almost seems like the internet was indicates how adaptive and responsive online
invented solely for the purpose of allowing

7
media can be when a new tool is discovered picture: The downward gaze shows both
and found to be both appropriate and fun. resignation and reluctant admission of defeat;
the eyes contain sadness, anger, and
frustration at the parent’s lack of empathy;
the emotionless expression hides unhappiness
behind indifference. It is a face certainly fit
that of an 11 year old child in this situation.
The quality of the content is approved by an
anonymous commentator who shows
appreciation by giving it “10/10 [points
available]”. Relaying the same information
and attempting to create a similar emotional
setting by using text only, is something left to
the greatest poets and authors.

The tacit information residing in the artist’s

drawing of Edgar Allen Poe (the picture used
in the Greentext example) does a remarkable
Figure 12: An example of a Confession Bear job at bringing the reader into emotional
Meme. Source: www.knowyourmeme.com experience of the child. But it is quite unlikely
Another phenomenon known as “Green Text that the creator of the content and the
Stories” is particularly interesting because it original comic [13] is the same person. So how
mostly includes more text in combination with can users of instant or semi-instant OC locate
a picture, and the text and picture are what they deem is the visual counterpart of
normally not integrated like in the common their written content? There is a critical gap
‘picture-plus-text’ Memes. A good example of between the way Memes are created and OC
this particular Meme format is one of the is done, namely time spent creating and
earliest known Green Text Stories [13]: In it, communicating. As new content is presented
the creator tells the story of how he on online forums, viewers become judges that
(presumably the creator) was denied from give votes and comments to the content. This
going to his own twin brother’s funeral; see allows for accumulation of positive responses,
Fig. 13. The text component incorporates a leading to ranking of all the content created:
very specific ‘start-stop’ structure where short this is the basic function that led to the
sentences tell a story, often ending with a Confession Bear’s rapid popularization [9]. The
direct reference to the picture, such as “my fixation on making the content that receives
face when” or “Win/fail-Memes” [14]. I the most votes (or as often used in online
believe these brief sentences that normally do language: “Front page material”) likely leads
not utilize capital letters or punctuation, have to significant time being spent combining and
a lot in common with how we structure locating text and visual material. Are we even
Instant Messages. They hold a key to how the able to provide Meme-like visual information
information density of a simple four sentence rapidly enough to be a part of instant
story is greatly increased by the adding of a messaging?

8
 Figure 13: Example of Green Text Stories combined with a descriptive picture. The figure aims to
replicate the experience of the creator in the specific story. Source: www.knowyourmeme.com

Emoticons are readily available due to the message is paramount in short, instant
integrated use of existing symbols. Among the communication. I argue that this is a valuable
53 participants in study conducted by Park et finding that supports the idea of Meme-like
al. [7], 50 used emoticons on their visual tools in written OC.
smartphones in instant messaging. The top
reasons to why they would use emoticons 3. Discussion and Conclusion
were as listed: The nature of Memes is vast and vague, yet
1. Improve understanding of a message each individual Meme can be a potent vessel
(35%). Improve understanding of of setting a very specific, emotional state. In
message (35%). the articles and references that have been
2. Create a better atmosphere (22.5%). examined, the resounding factor is the
3. Using emoticons are faster than confirmation that Memes project information
writing (18.8%). with high specificity, and yet is malleable and
4. Using emoticons are fun (15%). fluid in its availability to be reformed and
5. It is popular (6.2%). repurposed. A visual Meme lays a foundation
6. Other (2.5%). of context, e.g. a specific situation, emotion,
topic, affiliation, or specifies the purpose of a
Among the four largest, three are linked to the statement, such as confession or critique. The
emotional component of the message (1, 2, written content is combined with the visual
and 4), while only the third is concerned with Meme in such a way that they complement
efficiency. In their own words, “These results each other, making sure that the reader
mean that emoticon use was considerably receives a tailored message.
correlated to enforcing richness of
information exchange. To make the Visual tools to be combined with text for
conversation smooth and bright is not the first precise expression is already available in OC,
reason.” Contrarily, they found that people most noteworthy of which is of course the
who do not use emoticons find them emoticons. In addition, many Instant Message
annoying, interrupting, and make services have expanded the available visual
conversations less serious [7]. Only 3 out of 53 tools far beyond the simple emoticons. While
participants did not use emoticons, but this it seems that they can be viewed as informal
may correlate to another finding in the study: or less-than-serious, visual tools have made an
emoticons are used less between vertical impact in the way that Memes are used to
levels in hierarchy, than in horizontal ones. affiliate with movements and political
Fear of not being perceived as serious in work opinions, among others. In these online
relations is perhaps the greatest reason for environments there large numbers of
this. In any case, the study indicates that likeminded gather, Memes are allowed to
precision and information density in the evolve and become powerful symbols and

9
icons. The distinct meanings that they the future, more research into the context
represent indicate that Memes are first of all that they provide is needed.
tools whose functions are decided by the ones
who use them. This supports the idea of using The third potential issue with using Memes to
Meme-like visual tools in more formal, written create visual tools is that Memes are
communication, as long as all communicators fundamentally different from emoticons in
are able to agree on the meaning and see it as their availability while communicating.
something other than a joke template. But However, I believe the research I have
there still appears to be a few catches: For examined largely indicates that information
visual tools to become applicable in all parts of density, precision of message, context
OC, all users must agree on the mentioned appropriation, and group affiliation is more
meanings. Emoticons are already known important to communicators than efficiency.
It is quite possible that a separation between
throughout the world, and I argue the
unspecified meaning that a smiley represents, formal and informal OC is needed, and that
is actually to its advantage: if it had not been a Meme-like visual tools are only fitting in the
simple smile, perhaps it would not have latter.
gained a place as an accepted icon to be used Attempts have already been made at
in e.g. e-mails between coworkers. This is implementing Memes in areas where
where Memes as foundation for similar use conveying opinions are relevant: R. Engel et al.
meets its perhaps greatest challenges: [15] suggested that Memes can be combined
achieving widespread acceptance. This is why I with economic term and education so that
would suggest looking to Memes that are “Educators can get ideas about how to
already somewhat similar to existing incorporate memes into their classes to either
solutions, and I have found that Rage Comics reinforce a concept or have their students
are especially suited due to their basis in facial create memes to artfully show their
expression, emoticon-like shape, and online comprehension of key concepts” [15][16]. The
fame. crowdsourced tool is currently available at
A second potential challenge for Memes is the economicsmemes.com, and I believe this is a
way they are sometimes interpreted use of Memes that indicate their message
differently in two cultures. And naturally, the conveying potential, even if still in their
same is applicable on a personal level, where unchanged forms. As being active online
it is likely that if a Meme can have two becomes more and more online, it is likely
that we will see changes in OC, especially
completely different emotional areas of use
(e.g. Confession Bear as humorous confessions when the users of popular online culture
or telling traumatic stories), one will be become older. I have argued that Meme-
subjectively perceived as the dominant one. based visual tools can become a part of this
How will this affect the written future development of OC, and that the future
communication between two parties with developers of interfaces in OC will benefit
different views on the Meme’s emotional from exploring this option.
meaning? In order to better understand how
these can be repurposed to fit written OC in

10
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FIGURES:

[Fig. 1 and 2] http://knowyourmeme.com/memes/keep-calm-and-carry-on (Accessed 10. February 2015)

[Fig. 3 and 4] http://knowyourmeme.com/memes/one-does-not-simply-walk-into-mordor (Accessed 6.

February 2015)

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[Fig. 5] http://spontaneoussmiley.com/2011/01/no-poofty-foofty-for-me/ (Accessed 13. January 2015)

[Fig. 6] http://knowyourmeme.com/memes/trollface-coolface-problem (Accessed 13. January 2015)

[Fig. 7] http://knowyourmeme.com/memes/unpopular-opinion-puffin (Accessed 6. February 2015)

[Fig. 8 and 9] http://knowyourmeme.com/memes/rage-comics (Accessed 13. February 2015)

[Fig. 10 and 11] http://knowyourmeme.com/memes/annoying-college-kid-occupy-wall-street (Accessed 6.

February 2015)

[Fig. 12] http://knowyourmeme.com/memes/confession-bear (Accessed 13. February 2015)

[Fig. 13] http://knowyourmeme.com/memes/green-text-stories (Accessed 13. February 2015)

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