From meme to imeme

Transcending the playful dimension

Abstract

The so-called 'memes', elements that proliferate in social networking services, have impacted both the subjects involved in their creation and reproduction, as well as the language used inside and outside online communities. Although their value in the field of marketing is recognized, academics and social researchers have devoted little space to the study of these phenomena.
Memes are not just cartoons with humorous overtones; they are a new form of communication. The study of memes is crucial to understand digital culture, since they are authentic cultural devices that continuously adopt new functions and meanings.
This paper is an approach to the subject and will take a short tour through the history and evolution of the concept 'meme', its arrival in the digital world and some examples that show its impact beyond online life.