Memes inside and outside the Internet - how digital entertainment mirrors the human psyche

The essay sets out to explain how the meme-sharing mechanism on the Internet is the reflection of human psyche. Starting from Richard Dawkins’ definition of meme, the analysis focuses on the search of what make Internet memes go viral, with the supporting theories of Richard Brodie about the effect of memes on human mind and Limor Shifman’s studies about memes in digital culture. Having described the elements of adaptability, accessibility, belonging, exclusivity, nonsense, irony, cuteness, contrast, surprise, political incorrectness, and stereotype, meme genres such as image macros, videos and photoshop-edited pictures are analyzed across the spectrum of such factors. The result is subsequently compared to the ones obtained by Shifman in 2014, in order to find common elements to outline a spreading pattern. The third and last section focus on the effects of memes on human brain, starting from Brodie’s “button pushing” theory, which refers to many mechanisms such as “repetition”, “cognitive dissonance”, and “creating value” that trigger humans’ most basic instincts. By comparing such theory with Shifman’s about memes providing freedom of expression, the suggested solution concentrate on raising awareness the real potential of memes among people and providing them the means to make memes work for a more conscious society.