Pepe the Frog: Appropriation and Propagation of Internet Memes Among Subcultures

Key Themes

• Internet Memes as Ideological Tools: Memes are capable of transferring ideologies between groups, thus challenging cultural hegemonies.
• Pepe the Frog's Evolution: From its creation by Matt Furie in 2005 to its significant role in the 2016 US Presidential Election.
• Subculture vs. Dominant Culture: Examines how subcultures use memes to challenge dominant power structures.
• Commodification Model: Challenges Dick Hebdige's model of commodification, asserting that control over memes differs from traditional media.

Introduction

• 2016 Presidential Election: Highlighted significant shifts in meme usage, where memes like Pepe entered mainstream political discourse.
• Pepe the Frog Image: Became a symbol within the Trump campaign, illustrating the influence of memes on political campaigns.

Defining Memes

• Origin of the Term: Coined by Richard Dawkins, representing a unit of cultural transmission similar to genes.
• Internet Meme Characteristics: Defined by their rapid proliferation and modification.

Memes and Meme Instances

• Cyclical Meaning Creation: Individual meme instances contribute to the meme's overall meaning, which in turn influences each instance.

History of Pepe the Frog

• Origins: Created by Matt Furie in "Boys Club". Originally a simple character reflecting everyday absurdities.
• Early Online Usage: Spread as a humorous image without ideological meanings, proliferating on platforms like 4chan.
• Shift to Controversy: White nationalist groups adopted Pepe, integrating it with hate symbols, affecting its overall meaning.

Theoretical Framework

• Subcultures and Memes: Subcultures can use memes to express and spread ideologies, challenging the dominant culture.
• Cultural Hegemony: Antonio Gramsci's concept, where media reinforces dominant ideology, is challenged by meme dynamics.
• Hebdige's Model of Commodification: Traditionally, dominant cultures reclaim subcultural images, but internet memes resist this.

Pepe and Politics

• Memes in Politics: The Trump campaign used Pepe the Frog, intertwining it with their political message.
• ADL's Hate Symbol Declaration: Elevated the meme's notoriety and forced wider cultural acknowledgment.

Challenges in Meme Studies

• Finding Meme Instances: Difficulty in tracking meme history and context due to their rapid and widespread dissemination.
• Academic Standards: Lacks established conventions for citing and studying memes academically.

Meme Magic

• Potential of Memes: Highlighted by their ability to influence real-world events and challenge established power structures.
• Model Breakdown: Pepe the Frog's trajectory illustrates how memes can evade traditional cultural commodification processes.

Conclusion

• Reevaluation of Cultural Dynamics: Memes like Pepe the Frog force a reexamination of subcultural influence on dominant culture.
• Significance of Memes: More than just online jokes, they have real implications and effects on society.

Important Figures and Instances

• Figures: Included various examples of Pepe the Frog instances, illustrating its evolution and varied meanings.
• Meme Instances and Impact: From rare pepe exchanges to Pepe in political contexts, each instance influences the meme's overall meaning.