What do memes actually say? Response from François Jost, semiologist

We no longer present memes, these humorous and offbeat images, symbols of Internet culture.

Inspired by extracts from films, series or image banks, there are millions of them… To the point that the genre has its own encyclopedia.

But if there is something for everyone, some memes come up very often.

François Jost, semiologist, published on April 21st

(CNRS editions).

In his book, he looks back on the mechanics of their success, but also reveals what memes say about us and the world around us.

“I try to understand what memes are, their positive or negative uses, and above all I try to provide an analysis grid,” he confides.

Decryption of five memes that we see everywhere on the Internet.

“This is fine” (“Everything is fine”): allegory of a collapsing world

This meme that appeared in 2013 shows a dog remaining perfectly calm while the fire engulfs the room where he is.

“It is very representative of a category of memes, the same reactions, which express through images an inner feeling, which punctuates an interaction on a site.

Here, it is a question of conveying one's feeling of acceptance in the face of a desperate situation”, indicates François Jost.

The image then becomes an object of discussion between Internet users.

Another characteristic point according to the semiologist: anthropomorphism, that is to say the attribution of human characteristics to other entities which is very often expressed with animal memes.

"Additionally, the dog has big eyes, which is one of the attributed traits that makes the subjects 'cute.'

Of course, like all memes, it has variants with various situations,” he adds.

A world that is collapsing, of course, but with cuteness.

Distracted Boyfriend: A Critique of Capitalism?

Photo originally from a database, it became a meme in 2015 when a caption was attached.

“This type of meme is different from the previous one because it is not made to intervene in an exchange, it is made to say something in general.

I speak of “poetic” meme by referring to the etymology of the Greek poiein, to create.

Some Internet users have also made variants referring to earlier works of art, such as this version where two ancient statues are arranged in such a way that a couple seems to be turning on a third, which seems to be advancing towards us.

Or again, Charlot with his friend, turning towards a passer-by”, explains François Jost.

An image that is not without meaning.

“Very often memes are used to express ideas: I call them for this reason “ideal”, in particular thanks to the technique of labeling which consists of giving meaning to the image by labeling”, develops the semiologist.

He takes the example of a version of this meme, where the young man becomes "Youth" (the youth), his girlfriend "Capitalism" (capitalism) and the one he has just met "Socialism" (socialism). ).

"The meme says a lot about the temptation of socialism of youth and its final acceptance of capitalism which holds it by the hand" adds François Jost.

“Math Lady” or “Confused Lady” “La matheuse” or “La femme confuse”): from telenovela to the whole world

Another "meme reaction" appeared in 2013 and from a Brazilian telenovela, the image was first successful in the form of GIF, presenting a Brazilian actress.

“This viral image becomes a proper meme, from the moment you add something more to it.

In this case, mathematical signs and figures and with various legends, it expresses a state of confusion” develops François Jost.

"The addition of words or a detail in the image constitutes the diversion produced by memes," he adds.

The meme of the "Math Lady" is quite representative of the potential for virality of these images: from Brazil, it has become global.

“It only went viral when Buzzfeed Portugal included it on one of its best memes lists.

Rankings and likes are fundamental to the success of a meme,” explains the semiologist.

“Woman Yelling at a Cat” “La femme criant sur un chat”), or the cat of discord

The starting point for this meme in 2018 is the photo of this white cat sitting at a table, attached to a screenshot of an episode of the reality show

, and posted on Twitter by an Internet user.

The image has been retweeted over 78,000 times, garnering over 200,000 likes on the platform.

A meme that comes from two images, which could have been memes separately.

“Once again, it's the anthropomorphism that makes it attractive.

This is reinforced by the fact that a woman addresses the cat as if it were a person.

These images only become memes with the many variants they generate through their comments” analyzes François Jost.

“Confused Travolta” “Confused Travolta”) in kyiv, a political meme

This meme was posted by the Russian Embassy in Kyiv in early February as tensions in Ukraine were rising.

“It takes up a meme that appeared about ten years ago and represents John Travolta, in

, playing the character Vincent Vega.

In the film, he looks around a room, while the character of Mia Wallace gives him directions,” says François Jost.

Many other versions of this meme have shown him in front of an empty toilet paper shelf at the start of confinement, in a toy store or even looking for his car in a parking lot…

For an embassy to use a meme, especially in times of war, this is nothing trivial, according to the researcher: "For the Russians, it was a question of showing that, despite all the talk about the war to come, nothing was happening in kyiv.

Travolta turned right and left to make sure.

It's interesting because it shows how memes can be used to misinform more than to joke.

Moreover, the Travolta meme is not new, quite the contrary, it is almost a "classic" meme in the sense of web culture.

“They are not ephemeral as one might think.

Some of them constitute a heritage from which newcomers come to draw”, adds François Jost.

And thus convey a message, while relying on references known to all.

François Jost's book,

, has been available since April 21 from CNRS editions.

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