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  • Because if you don’t laugh, you’ll cry
  • Because if you don’t laugh, you’ll cry
    Mitya Ku, Creative Commons (2011) ©
CASE STUDY

Nihilist memes: misery goes viral

Memes are part of the fabric of internet culture. But at a time when there’s such a disparity between reality and social media perfection, the subversion of the classic meme format reflects a shift in how people express themselves digitally. How do nihilist memes show the silver lining of sadness?

Location Global

Scope
Memes are woven into the fabric of internet culture. Today – depending on your usage of different social platforms – it seems unlikely that you wouldn’t have come across some of the more edgy iterations of the classic caption-over-image format we’ve come to love (or hate).

But at a time when there’s such a stark disparity between the realities of everyday life and the idealistic optimism that’s showcased by people and ad campaigns alike, the classic meme format has been harnessed and subverted to fight back against social media fatigue. Enter nihilist memes – the most miserable memes you ...

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