Internet memes have been a widely used visual form of online rhetoric since the early 2000s. Today they have become a prominent method of communication across the internet, but as a research subject, they're still not very well-examined.

With 20 years of communicating in memes, we still don’t know their exact implications, says Rebecca Ortiz, an assistant professor of advertising at the Newhouse School. “Research on internet meme effects is still in its infancy. But we can look to past media effects research to hypothesize how people may be influenced by them.”

We should never underestimate the power that social media and the content that’s surfing there has on our beliefs, identities, and culture. “The most shareable content on social media will reach the most people and potentially have the greatest effect,” she said.

Think of memes as bits of humor that capture shared cultural meanings and speak to some of the largest audience on our planet. “[They] are some of the most shareable pieces of content on social media and therefore they deserve scrutiny and better understanding as to how they may influence us,” Ortiz explained.

In that sense, understanding a meme is a way to bond with people and feel a strong sense of community. We as humans are wired to do so, so memes are the perfect gateway to that.