Viral Meme Culture and Digital Communication: A Study of the 'Jomok' Meme Phenomenon in Indonesian Social Media

Abstract: The proliferation of meme culture on digital platforms has fundamentally transformed how young people engage in online communication. In Indonesia, the emergence of absurd and ironic meme formats exemplified by the 'jomok' meme phenomenon offers a compelling lens through which to examine the interplay of algorithmic amplification, participatory digital culture, and generational communication patterns. This paper adopts a qualitative conceptual research approach, drawing on literature review, social media observation, and trend analysis to investigate how the 'jomok' meme spread virally across Indonesian social media platforms, including TikTok, Instagram, and Twitter/X. The analysis reveals that the virality of such memes is driven by a convergence of algorithmic recommendation systems (specifically the TikTok 'For You Page' logic), the cultural resonance of absurd humor among Generation Z, and the memetic qualities of easily reproducible visual-linguistic formats. Furthermore, the study demonstrates that meme engagement constitutes not merely entertainment but a form of digital identity construction and social bonding. The findings contribute to growing scholarship on meme culture as a site of digital expression and cultural transformation in the Indonesian context. Keywords: Meme Culture, Jomok, Generation Z, Digital Communication, TikTok Algorithm, Indonesia, Social Media Dynamics.