Exploring the Universe of Memes

Memes transcend mere humour and serve as a medium for expressing emotions and ideas within the digital sphere. Consequently, they have become integral components of visual culture and the lexicon of the internet. Aim: This paper explores the complex evolution of internet memes, with a particular focus on the transformative influence of TikTok on emerging forms of online communication. The analysis compares image-based (static) memes with video (dynamic) memes to identify structural similarities and differences, as well as to examine TikTok’s impact on the meme landscape. Concepts and Methods: Through a comparative multimodal analysis, this study aims to investigate—exploratively and qualitatively—the extent to which TikTok and its suite of creative tools have shaped the development of memes. Results: Internet memes, as pivotal elements of the evolving digital environment, provide insight into shifting communicative paradigms and contribute to the shaping of online visual culture. The analysis revealed communicative and technological relationships between static and dynamic memes, and introduced the concept of the video meme characteristic of TikTok. This highlights a significant evolution of memes within the digital sphere and demonstrates the technological affordances of the TikTok platform.