Are memes a text of culture?

Abstract

Internet memes that are popular on the Web are a kind of commentary on various types of events and occurrences. They perform many functions, from ludic, informational, to persuasive. Their creators always try to surprise the audience with creativity. The aim of this article is to try to answer the question posed in the title: are memes texts of culture? Given the lexicographic data and proposals of researchers on defining the text of culture, memes can be considered as a text of this kind. Memes, just as the texts of culture constitute a significant, coherent and conscious product of the culture, mentality and cultural activity of man. They are an internally organized, ordered according to specific rules, a product of the whole culture. As functioning on the Web, they are a collective good that is able to spread and develop. Thus, one of the most important features is revealed, which is rooted in the memetic theory of Richard Dawkins, namely "contagiousness". Internet memes are a product that implements a certain established cultural pattern. Through their construction, the way of transmission and the power of influence are among media users a carrier of certain ideas, they also influence the imagination and emotions of recipients. They are a new text of (digital) culture.