ABSTRACT
This chapter analyses internet memes in terms of their supposed discursive power in digital culture. At the core of it, digital culture means the interaction between human and computer. The critical aspect to remember is that this is not a one-way interaction. Digital culture may commonly be assumed to mean using social media as the primary form of interacting with other human beings. This simple yet pervasive interaction implies so much more. Cultural theorist Raymond Williams makes note of the ways in which television had changed the world since its inception as a mass medium in the twentieth century in his book Television: Technology and Cultural Form. To speak of discourse is to acknowledge locational subjective spaces constituted by a topical alignment of meaning. By implication, a discourse emphasizes uniformity of ideational constructs to allow for the continuation of itself. Discourse is perhaps best viewed as a synonym for ideology.
