Imgur, image macros, and algorithms: memes as imaginary issue spaces of users’ encounters with algorithmic recommendations

This paper analyzes memes collected from Imgur that concern users’ encounters with algorithmic recommendations. Such encounters, mobilized, performed, and circulated via memes, can reveal algorithmic ‘imaginaries,’ expectations that may be realistic or unrealistic, technically informed or uninformed, but that in any case shape the way people interact with platforms. These imaginaries reflect and influence users’ attempts to comply or resist pressures exerted by algorithmic recommendation systems, as is the focus of this paper. Working inductively, this paper extrapolates from memes the imaginaries users have about the algorithmic systems. First, this paper uses a qualitative analysis and coding scheme to analyze a meme ‘collection’ scraped from Imgur. Second, it localizes and discusses the imaginaries performed in these memes, which are termed as follows: algorithmic recommendation systems vs nostalgic antagonism; algorithms as dysfunctional and flawed; algorithms as making magic; and humanity vs AI. In the analyzed data sample, memes that concern algorithms appear primarily in the context of users’ encounters with the algorithmic outputs, which are either glitches, failures, or happy accidents. Third, the practice of ‘memeing’ algorithmic imaginaries is discussed in the context of ‘memetic issue spaces,’ spaces for memetic evocations that can ignite algorithmic counter-imaginaries.