The symbolic significance of memetics and its role in digital communication

Abstract

The article examines the principal contemporary issues in the field of memetics, including the symbolic significance of memes and their role in digital communication. The study aims to identify the genre-specific characteristics of internet memes by analysing their use as an effective means of disseminating information and establishing communication. Particular attention is paid to the influence of the immediacy function of memes on the formation of public opinion. Another important objective is to determine the patterns of dissemination, replication, transformation, and reception of memes as units of a digital model, drawing on previous research. The analysis of the fields in which memes are most applicable, as well as the reasons for their effectiveness, is expected to have practical value. The study reveals the essence of the process through which memes acquire symbolic meaning and demonstrates their effectiveness as an image-building technology through specific examples and theoretical propositions. An empirical analysis of the communicative functions of memes is also conducted. A relevant aspect of the research is the assessment of the effectiveness of using memes as a visual genre by public relations professionals. By identifying underexplored areas of memetics and proposing directions for future research, the study seeks to contribute to the further development of this field.