Meme. The Invention of the Internet. 

The idea of "meme(s)" comes fromevolutionary biology. 
Evolutionary biologist Richard Dawkinscoined the term “meme” in his book The Selfish Gene. He described how genes arethe real drivers of evolution.  
Through the process of natural selection,successful genes manage to pass themselves down from one generation to thenext. He called the vehicle for those genes, be it a plant or an animal, a genemachine. 
Dawkins also noticed that things likeideas, songs, fashions, and languages are passed down in human society in asimilar way to genes. He called these memes. 
Like genes, memes go through anevolutionary process. Think of how ideas evolve. The initial idea is conceivedby one human being, and then it’s transmitted to another. As it comes intocontact with other brains, it mutates and develops. If an idea is attractive,it becomes successful; otherwise, it fizzles out. 
And just like genes, memes have to betransmitted through a vehicle. But rather than through the bodies of animalsand plants, memes travel through different formats: meme machines. 
Imagine you’re listening to someone tell ajoke. In the wrong hands, a good joke can be heavy, dull, and completely failto make you laugh. But if told by a gifted comedian, even the most clichédmaterial can be laugh-out-loud funny. It’s all about delivery. 
The same is true for memes: the mememachine has to fit the meme. For instance, anyone browsing Reddit or 4chanduring the late 2000s and early 2010s would’ve noticed that memes, in the formof images, were always accompanied by words written in the chunky,unsophisticated “Impact” font. 
The font was part of an ironic subculture,and the memes just wouldn't have been the same if delivered with a subtle,elegant typescript.  
The bold nature of the font also meant thatthe memes survived a decline in image quality through continuous sharing. Itwas a perfect fit for the content.
 The medium is as vital as the message!
Medium ≉Message. Meme. Memes are beautiful.