Insights in youth Offered by trendwolves A glimpse into the future

Memes: a definition

What the meme?!

A meme is an idea, behaviour or style that spreads from person to person within a culture. A variant of this is the so called ‘Internet meme’: a meme that disseminates via the Internet, through email, blogs, forums and image-based bulletin boards like 4chan, but also through social networks like Facebook or Twitter, messaging apps like Whatsapp and Snapchat, and picture or video hosting services like Pinterest, YouTube and Vine. Making and spreading memes has become much more easy thanks to smartphones.

Digital meme culture

All throughout history, humour has played an essential role in the field of entertainment. Broadly speaking, humour triggers a positive cognitive or affective response. More so, it serves as a key element in human interaction. Verbal, visual or physical, the participatory digital culture has fostered new forms of humour catering to all senses. Hence, these new genres influence digital culture, resulting in turn in new types of humour, also dubbed as “memes”.

"What I really like about meme culture is that it makes you pay attention to the world in a new way. And on top, it is so collaborative. People create more than 100 messages just by putting different captions under one picture."
Yve Blake, 22, comedy performer


Fun is a definite seller when it comes to developing a successful campaign, product and/or story. After all, joy and humour are contagious. In today’s times of viral marketing, the presence of joy greatly boosts the perception of the brand or product involved.

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Insights in youth Offered by trendwolves A glimpse into the future

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Insights in youth Offered by trendwolves A glimpse into the future

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What this trend is about...

The ideology of laughter, fun and play

Young people are all about enjoying life. Facilitated and stimulated by the Internet, they consciously take time off to have a good time. Although they are ambitious and feel that the pressure is on, they are also very aware that the pursuit to success shouldn’t come at any price, particularly since they’ve witnessed –often at first hand- the toll it has taken on their parents as well as other generations before them. For many young people today, having fun outweighs the desire to win. Specifically on the web, humour is all-pervasive. While the masters in self-mockery are considered the new heroes, joy is increasing in power. Humour and play are gaining more ground and form a fertile outlet for self-expression, and a key ingredient for communication.

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