Generalized Profile of Virtual Personality: Internet Memes in VKontakte Social Network

Internet memes are means of self-expression and adaptation in online communities. As such, they may tell a lot about the mechanisms of virtual identity formation. This research featured the cultural and psychological profile of a virtual personality manifested through internet memes on the VKontakte social network. It covered 384 popular internet memes published in various VKontakte communities. The model was based on the communicative purpose of the creolized message. The analysis of information transmitted by the meme made it possible to identify three retranslated images: 1) a complaining loser; 2) a mocker; 3) a subjective observer. The analysis also yielded the main thematic groups and creolizing tools of Internet memes that help the transmitter render their public self. The internet memes were classified based on their role in virtual self-presentation. A typical meme transmitter demonstrated pessimistic and ironic attitudes; they tended to be hyperemotional and, as a result, marginalized in their opposition to the mainstream world. Consequently, an internet meme reflected its transmitter’s worldview, which was usually opposed to social standards and mainstream ideas. As this personality was replicated, it got appropriated by other users, thus becoming part of a generalized profile of a social network personality.