1. The document discusses the rise of internet memes as a form of picture-based communication. Memes have become ubiquitous in online culture as a way to convey humor, sarcasm, and other ideas in a relatable manner. 2. Memes continue to evolve and spread rapidly via social media. They are now used effectively by various groups for marketing, political movements, and other purposes. 3. The document provides an overview of meme basics, popular meme types, how to use memes for marketing, and key takeaways for effectively leveraging memes.

1. The rise of memes-picture based
communication
Presentation Topic
PRESENTED BY : M . Hari Krishna Bhatlu
REG.NO : 20981A05B0
SEC : CSE – B
SUBMITTED TO : MRS . K . BHANU KUMARI
COLLEGE : RAGHU ENGINEERING COLLEGE

2. HELLO,
Hello, 2016 was a meme-ntous' year. Memes saw
people round the world pretend to be mannequins, they
impacted the US presidential election, and nearly led
the UK government to name a ship "Boaty
McBoatface".
Memes are nothing new: they have been a staple of
culture and communications for thousands of ears.
What is new is the speed with which memes are
created, adapted, and spread around the world via
social media.
Today, Internet memes are being used to great effect
by brands, third-sector organisations, and political
movements (from the "alt- right" to their far-left
alternatives). Opportunities abound for entities who
use them well. If vou work in communications vou
need to understand where Internet memes come from,
how they work, and how you can use them. This report
answers those questions. Enjoy it and get in touch with
queries.

3. Contents
1. Introduction
2. 2. Meme Basics
3. 3. Popular Memes
4. 4. Meme Marketing
5. 5. Takeaways

4. INTRODUCTION
Internet memes are the building blocks of online culture. From Lolcatz
to the Harlem Shake, via Star Wars or Harry Potter, Internet users
regularly employ memes - whether consciously inadvertently.
In recent years, political parties, campaigners, pressure groups and the
public have also increasingly turned to Internet memes make political
points, with movements like Je Suis Charlie, Bl Lives Matter, and
Make America Great Again.
But why is this?
Simply put, the idea at the heart of memes is the concept of
transmission - content only becomes a meme by spreading. This is a
powerful mechanism for organisations who are able tc harness it for
their key messages and communication materials While much has been
written about the creation of viral conter there is no scientific formula.
By understanding memes, we giv ourselves the opportunity to tap into
the natural mechanism through which humans share ideas online.

5. MEME
BASICS
What is a meme?
The term meme' was coined by the evolutionary
biologist Richard Dawkins and appeared in his book
The Selfish Gene (1976). It is defined as, "a package
that conveys the idea of a unit of cultural transmission
or a unit of imitation". Dawkins was attempting to
determine why some behaviours were common in
human societies (in relation to gene survival).
Pre-Internet memes
Prior to the Internet, cultural transmissions existed in
forms such as rhymes, jokes, and quotes from movies.
These included The Terminator's "I'll be back" & Star
Wars' "I am your father".Pre-Internet memes were also
shared through other creative avenues. The American
expression "Kilroy was here" and an accompanying
image of a man peering over a wall became popular in
WWII and rapidly spread through graffiti. There are
tens of thousands of examples of historic memes, from
the peace and love symbol, to the smiley face, to Jesus
on the cross. The significant impact of these memes is
apparent due to their replication in the present day.

6. INTERNET
MEMES
An "Internet meme" is a virtually transmitted cultural
symbol or social idea, that is shared on social media
and is spread rapidly by Internet users.
They have become a constant of the online
experience. While memes are most frequently shared
on Facebook and Twitter, the sharing and replication
of memes is not limited to these platforms.
They are also spread via email, WhatsApp, Facebook
Messenger, Instagram, Snapchat, forums, and many
other platforms.
And there are a number of more obscure platforms
such as 4Chan and Reddit on which many memes are
generated. More on this later.

7. TYPES OF MEME
The majority of Internet memes are captioned
photos that are intended to be funny, or to
publicly ridicule human behaviour. They range
from cheap humour and shock-value to
philosophical content and social commentary.
There are various different formats of meme.
These can generally be broken down into four
broad categories:
1. Image (macro) memes
2. Photo memes
3. Video memes
4. Word memes
Since GIFs are an image-based format, we
include them in the Macro and Photo meme
categories. The following slides detail each of
these in turn.

8. TYPES OF MEME:MACRO &
PHOTO
• Macro memes
• A macro meme is a familiar image with a
caption (can also include GIFs). These
were used to discuss US President Donald
Trump during the election campaign. The
memes on the right illustrate the 'Good
Guy Greg' meme, which depicts a man
smoking, juxtaposed with captions
detailing his good deeds.
• Photo memes
• A photo meme involves a common visual
signifier that can appear in numerous
contexts. The identifier can be an overlaid
symbol, a filter or an action. The '48'
signifier relates to the share of British
voters that were in favour of remaining in
the EU. The memes on the right portray
an action called 'planking' which became
a global phenomenon.

9. TYPES OF MEME:VIDEO & WORD
• Video memes
• These often portray Internet users carrying out
a specific action. The Harlem Shake involved
groups of people performing sketches
accompanied by the song of the same name
(first two images). The Ice Bucket challenge,
initiated by the ALS Association, encouraged
participants to donate funds for research by
throwing a bucket of icy water over their head
(far right).
• Word memes
• Word memes are popular terms or phrases that
can be tracked and altered by the online
community - typically, hashtags. The
#FollowFriday hashtag is still used by many
Twitter users to recommend people to follow.
Other word memes that have gone viral
include #JeSuisCharlie and #BlackLivesMatter
which made use of hashtags to comment on
political and social events.

10. WHY DO MEMES
SPREAD?
RICHARD DAWKINS PROPOSED THAT CULTURE
SEEKS TO REPLICATE ITSELF IN ORDER TO
ENSURE ITS CONTINUED SURVIVAL, SIMILARLY
TO THAT OF HUMAN GENES. HE OUTLINED
THREE MAIN ELEMENTS THAT MEMES SHOULD
ENCOMPASS IN ORDER TO SPREAD:
1. FIDELITY: AN IDEA MUST RETAIN A CERTAIN
AMOUNT OF '(RUTH' IN ITS REPLICATIONS FOR
IT TO PROPAGATE AS A MEASURABLE UNIT.
2. FECUNDITY: AN IDEA MUST BE TRANSMITTED
TO A CERTAIN MINIMUM NUMBER OF PEOPLE
TO ENSURE VIABILITY.
3. LONGEVITY: MEMES DO NOT NEED TO LAST
FOREVER, THEY JUST NEED TO LAST LONG
ENOUGH TO PROPAGATE.
RESEARCH SHOWS THAT IF A USER SHARES A
MEME, THEIR CONNECTIONS FEEL COMPELLED
TO DO THE SAME. HOWEVER, THE CONTENT IS
OFTEN SLIGHTLY ADAPTED TO REFLECT THEIR
OWN IDEAS, HELPING PEOPLE TO ESTABLISH
STRONGER CONNECTIONS IN AN ONLINE
ENVIRONMENT WHERE FACE-TO-FACE
CONTACT IS LIMITED.

11. WHY DO
PEOPLE SHARE?
RESEARCH SUGGESTS THERE ARE FOUR KEY
DRIVERS OF SHARING:
1. SOCIAL CURRENCY (AND IN SOME CASES
VANITY): WILL IT MAKE THE USER SEEM
INTELLIGENT, FUNNY, TRENDY, OR IN THE
KNOW? ESSENTIALLY, WILL IT MAKE THEM
LOOK GOOD?
2. EMOTIONS: HAPPINESS, WONDERMENT,
NOSTALGIA, BUT ALSO SADNESS, SHOCK, OR
FEAR. OVERALL, POSITIVE EMOTIONS
GENERALLY GENERATE MORE SHARES THAN
NEGATIVE.
3. USEFULNESS: THIS INCLUDES TWO TYPES
OF USEFULNESS: INFORMATION, LIKE THE
LOWDOWN ON AN ISSUE OF RELEVANCE: AND
INCENTIVE, LIKE COMPETITIONS OR
PROMOTIONS.
4. STORYTELLING: GOOD STORYTELLING IS
REWARDED WITH SHARES.
WHICH OF THESE APPLIES WILL DEPEND ON
THE TYPE OF MEME. BUT CLEARLY THE MORE
DRIVERS A MEME TAPS INTO, THE MORE
LIKELY IT IS TO BE SHARED.

12. TAKEAWAYS
PLAN AHEAD TO ENSURE TIMELINESS. MEMES ARE
OFTEN SHORT LIVED, AND TAKING TOO
LONG TO REACT MEANS YOU RISK MISSING
THE BOAT IF YOU TAKE TOO LONG. BRANDS
WERE STILL POSTING HARLEM SHAKE
VIDEOS MONTHS AFTER THE CRAZE, GIVING
AN IMPRESSION OF SLUGGISHNESS AND NOT
BEING PLUGGED IN. DO YOU HAVE PLANS IN
PLACE TO HELP YOU MINIMISE YOUR
RESPONSE TIME?
ENSURE THAT THE CONTENT FITS YOUR
BRAND. ASK YOURSELF WHETHER THE
MEME ADDRESSES AN ISSUE OR TOPIC
WHICH ALIGNS WITH YOUR COMPANY
VALUES, WHETHER THE CONNECTION WITH
YOUR KEY MESSAGE IS EVIDENT, AND
WHETHER THE TONE IS APPROPRIATE. IF
NOT, YOU COULD END UP LOOKING LIKE
YOU ARE TRYING TOO HARD. DO YOU KNOW
WHERE THE MEME CAME FROM?
EXECUTE WELL. THIS MAY SEEM LIKE A
STATEMENT OF THE OBVIOUS, BUT A
POORLY-EXECUTED EFFORT CAN BE
DETRIMENTAL. ARE YOU FUNNY?
ACTUALLY?
GET IN TOUCH. EVEN JUST TO USE US AS A
SOUNDING BOARD. WE'RE QUITE NICE.

13. Conclusion
The rise of memes as a form of picture-based communication is a testament to the
evolving nature of language and communication in the digital age. Memes have
become a ubiquitous part of online culture and are used to convey humor,
sarcasm, and irony, among other things. Their appeal lies in their ability to connect
with people on a relatable and often humorous level.
As memes continue to evolve and adapt, they will likely remain a powerful tool for
online communication, as they allow for the expression of complex ideas and
emotions in a succinct and visually appealing way. However, it is important to note
that memes are not always harmless and can sometimes perpetuate harmful
stereotypes or contribute to online toxicity. As such, it is crucial to approach
memes with a critical eye and use them responsibly.