The Curious Case of Pepe the Frog: On the Ontology and Value of Internet Memes

Context of Pepe the Frog

Pepe the Frog: Emerged during the 2016 U.S. presidential election as a meme with political connotations.
Controversy: Associated with Donald Trump Jr.'s Instagram post; linked to white supremacy and the alt-right, leading to its classification as a hate symbol by the Anti-Defamation League.

Original Creation: Pepe originated from a comic strip by Matt Furie.
Adoption by Online Communities: Became popular on platforms like 4chan as reaction images and memes.
Mainstream Popularity: Adapted in various contexts; some communities disapproved of its mainstream use and began associating it with offensive content.

Nature of Memes: Distinction between specific meme instances and the meme itself.
Abstract Structures: Memes act as thematic templates similar to musical scores.
Types of Memes:
- Ontologically Thick Memes: Strict rules (e.g., Advice Dog).
- Ontologically Thin Memes: Flexible, open to interpretation and evolution (e.g., Pepe).
Evolution and Collective Authorship:
- Memes evolve through collective authorship and revisions.
- Community practices determine meme instances and their acceptance.

Community Formation: Memes create communities through shared understanding and appreciation.
Cultural Impact: Users contribute to the artistic object; meme instances affect community practice and meme structure.
Logical Community: Includes all users involved with the meme; can surpass original real-world community boundaries.

#SavePepe Movement: Led by Matt Furie and the Anti-Defamation League to reclaim Pepe from negative associations.
Authorial Influence: Furie’s limited control over the meme; change depends on altering community practices.
Cultural Reflection: Efforts to reclaim Pepe mirror broader cultural reclamation efforts from negative associations.

Anthony Cross: Lecturer in Philosophy at Texas State University with interests in philosophy of art, ethics, and cultural objects.