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SPREADING RELIGION AND CULTURE THROUGH INTERNET MEMES

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Abstract

This paper delves into the use of Internet memes as a means of spreading religion and ethical values in modern society. With the rise of the Internet and social media, memes have gained popularity as a form of shared content with the ability to convey meaningful messages. The research evaluates the prevalence and impact of memes in religious and ethical contexts. Through this research, the authors present their viewpoint after mulling over the findings of authors like Limor Shifman. The study asserts that memes can facilitate discussions, promote religious literacy, reinforce beliefs, and instil ethical values. Additionally, it anticipates that religious and ethical memes may influence individuals' actions in their daily lives. This research is significant as it examines the potential of memes to serve as a contemporary tool for spreading religion and ethics in a digital world.
Journal of Dharma
48, 4 (October-December 2023), 531-548
© 2023 Journal of Dharma: Dharmaram Journal of Religions and Philosophies (DVK, Bangalore), ISSN: 0253-7222
SPREADING RELIGION AND CULTURE
THROUGH INTERNET MEMES
Navrang Rathi and Pooja Jain
Abstract: This paper delves into the use of Internet memes as a
means of spreading religion and ethical values in modern society.
With the rise of the Internet and social media, memes have gained
popularity as a form of shared content with the ability to convey
meaningful messages. The research evaluates the prevalence and
impact of memes in religious and ethical contexts. Through this
research, the authors present their viewpoint after mulling over
the findings of authors like Limor Shifman. The study asserts that
memes can facilitate discussions, promote religious literacy,
reinforce beliefs, and instil ethical values. Additionally, it
anticipates that religious and ethical memes may influence
individuals' actions in their daily lives. This research is significant
as it examines the potential of memes to serve as a contemporary
tool for spreading religion and ethics in a digital world.
Keywords: Internet Memes, Religious Memes, Ethical Memes,
Digital Culture, Participatory Culture
1. Introduction
In today's world, Internet memes are widely used for
communication and expression. They are units of popular culture
that are widely circulated, imitated, and transformed by Internet
Navrang Rathi is a PhD student at the CHRIST (DEEMED TO BE)
University, Commerce Department, Bangalore. Her research is inclined
towards the application of memetics and adding value to phenomenon of
meme marketing. She is currently researching the theories aiding the
development of meme marketing as a stream.
Dr. Pooja Jain is an Associate Professor at CHRIST (Deemed to be
University) Bangalore. She has more than 18 years of teaching
experience. Her career is marked by significant contributions to
academia and research, focusing on sharing her expertise through
workshops and publications. Her expertise lies in research
methodology and statistics.
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48, 4 (October-December 2023)
users, creating a shared cultural experience. Internet memes,
particularly those with political, religious, and social undertones,
can empower ordinary individuals and challenge the control of
the elite over mass media (Shifman 367). They can mobilize
support for collective action and resist dominant narratives.
Internet memes are dynamic, making them a potentially
subversive tool. They have also been proven to be a cost-effective
marketing tool, effectively promoting brands and products. The
versatility of memes allows them to bridge the gap between
different communities (Wang and Wang 271), often taking the
form of viral images or media on popular social media platforms
like Facebook and Instagram.
Generally, memes are infused with humour, covering a wide
range of topics, from societal, and ethical to religious and cultural
matters. They are capable of conveying any idea or concept. They
have been interlinked with disseminating religious texts, beliefs,
and teachings. However, the role of memes in religion and ethical
contexts has not been critically evaluated. Therefore, this paper
sheds light on the potential of circulating religious and ethical
messages through memes in our digitally connected society. It
will examine the advantages and disadvantages associated with
this practice.
2. What are Memes?
The term ‘meme’ was first used by Dr. Richard Dawkins, a
renowned biologist, as a unit transmitting cultural information in
his book ‘The Selfish Gene’ (Aunger 1). He used explicitly the
term ‘memes’ as it was analogous to the term genes, symbolizing
the replication and repetition feature. Like genes, the survival of
the memes depends on various features that make them fit to live
longer in people's minds (Dawkins 59). For a meme to survive
long, they should allow different variations of themselves to float
and quickly adapt to social, economic, cultural, and political
changes around them.
Memes can be categorized into various forms. They can
exist in images, text, video, slang, audio, ideas, symbols, practice,
catchphrases, or any notion that has existed and replicated.
Replication and imitation are essential stages that every meme
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must undergo, as emphasized by Atran (352). The majority of
memes exhibit a viral nature, as individuals enthusiastically
contribute their interpretations and variations.
2.1 Memes and Viral Contents
While memes have the potential to become viral, it is not
obligatory for every meme to achieve viral status, and not all viral
content is exclusively confined to the realm of memes. Viral
content is any content that has been spread to the masses without
significant changes. Viral content does not require any
modifications or changes; it just needs to fulfill the criteria of being
shared and discussed by a large population of people or social
media users (Blommaert and Varis 37). However, content should
undergo modification or display variations to qualify as a meme.
These alterations keep the context intact while adding a new twist
to each user's modification. This customization gives the content
a personal touch, showcasing the user's creativity (Shifman,
YouTube, 190). Content that showcases variation replicability and
allows creative modification is known as memetic content. This
type of content allows greater creative engagement and
personalization of content. It allows other users to draw from
popular content and create their derivative work, expressing their
chain of thoughts, leading to a participatory culture.
2.2 Can Memes Facilitate Participatory Culture?
Memes have become an integral part of online culture, enabling
people from various backgrounds and social strata to express
themselves on various topics, including religion, ethics, social
norms, fashion, and trade. Sharing and commenting on memes
allows for dialogue between individuals with different
viewpoints, fostering the exchange of ideas and creating bridges
for difficult conversations. Memes also foster a sense of
community and belonging, allowing individuals from minority
religious groups or with different beliefs to share their thoughts
and be respected.
This share-ability leads to an increase in the engagement of
the user and cause-mobilization. Through this, the attention of
individuals can be brought to many ideologies - social, ethical, or
religious (Mukhongo 155). It further enables them to create and
share memes, giving out their viewpoints. Popular platforms and
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their interactive features play a significant role in fostering
participatory cultures among internet users. These platforms have
opened up new possibilities for civil society and activists and
have provided alternative spaces for participatory cultures. While
these cultures existed before the internet, the affordances of
digital media have made them more common and are now often
discussed. The simplicity and ease of dissemination of
participatory cultures can amplify religious messages and ethical
conduct. Hence, they can facilitate participation, dialogue, and a
sense of group identity among diverse people. This participatory
culture and spreadable meme medium fosters collective action,
redefines dissent and protest measures, and promotes religious
texts.
3. Internet Memes vs Religious Artefacts?
Memes come with a sense of playfulness, allowing severe and
complex messages to be delivered with a hint of humor or a comic
stance. Their simplicity, ease of creation, and playfulness lure the
users into being a part of online meme creation and sharing;
rendering them an acceptable way to communicate and educate
fellow folks (Shifman, YouTube, 195). These attributes provide
them a suitable option as a religious artifact crafted for education,
disseminating information, entertainment, or restoring belief.
Shifman identified several topics such as sex, politics, the
workplace, gender, race, ethnicity, culture, sports and religion on
which memes were based. He suggested that most memes were
based on popular culture or had a nostalgic touch, making them
relatable to a more extensive section (Shifman, YouTube, 197).
Memes can capture and reflect the zeitgeist of a community. They
often encapsulate a group's shared experiences and feelings,
making them relatable and enjoyable for others who encounter
them. This can create a sense of solidarity and cohesion among
members.
In addition, Knobel and Lankshear's research has studied
the widespread influence of online memes on popular culture and
social practices. Their study explores how these online memes
contribute to shaping societal norms and behaviors and how these
social practices and norms are transferred from generation to
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generation, shedding light on cultural continuity and evolution
(Knobel and Lankshear 221). This underscores the broader
implications of their work in elucidating the interconnected
relationship between digital culture, online Internet memes, and
the perpetuation of societal norms across different generations
(Knobel and Lankshear 221). Jenkins (443) and Mukhongo (148)
have also acknowledged the role of internet memes in facilitating
participatory culture and being adaptable to the ever-changing
digital environment. Memes' inclusive and participatory nature
increases people's interest in generating, circulating, and
modifying memetic content. These explanations provide a
foundation for viewing memes as religious artifacts. Due to their
convenience and ability to foster online interaction, memes are
well-suited for conveying religious information, promoting
religious values, and sharing religious traditions or teachings.
Thus, they can be classified as religious memes or memes centered
around religion (Bellar et al. 6).
Overall, memes enable communities to unite and celebrate
their thoughts, festivals, inside jokes, folklore, customs, traditions,
and ethical values. Moreover, as society evolves technologically,
more individuals seek spirituality and inner peace through online
forums and platforms. This has led to a massive online presence
that has never existed before, further impeding the need for
religious and cultural memes to preserve society. Within these
online communities, religious and spiritual memes have emerged
as a way to engage with and explore one's beliefs in a lighthearted
and accessible manner.
3.1 Memes Envisioned as Lived Religion
Lived religion is a perspective or an approach where the
individuals experience the religious teachings in everyday life.
Through this approach, the daily life routine of the believer is
rooted in the teachings of the religion. The believer or the
practitioner can share the transformation of their spirituality and
the knowledge they have amassed online through memes. This
can lead to religious, spiritual, and ethical activism by sharing
memes through a click of the mouse, leading to ‘Click-activism.’
This click-activism allows the individual to be a part of everyone's
religious or spiritual life with the ease of clicking. They can learn,
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unlearn, reform, and correlate their practices to match others or
bring uniformity. This new media of memes allows individuals to
enact their religious beliefs and preach them to others (Bellar et al.
7).
Parents and religious affiliations wield significant influence in
shaping interactions with peers and in the critical decision-
making process of selecting a life partner. Within this context,
spouses and peers emerge as influential catalysts that can shape
an individual's choices, values, and beliefs. Parents often instill
core values and belief systems in their children, setting the
foundation for navigating relationships and interacting with their
peers. Additionally, religious affiliations further contribute to
forming a person's moral and ethical framework, influencing their
decisions in various aspects of life, including relationships
(Sherkat 152). The shared values and perspectives within a family
unit and religious community may shape an individual's
preferences for specific memes. For instance, a person from a
religious background might be more likely to share memes that
reflect their religious beliefs or cultural practices.
Beyond the individualized expression of faith through
memes, religious communities can expand their influence by
showcasing their initiatives online. These communities, grounded
upon shared ideologies from diverse religions like Islam,
Christianity, Hinduism, or Buddhism, actively participate in
online platforms such as 4chan and Reddit. Through chatrooms
and groups, they can lead discussions utilizing memes, fostering
a bridge between the teachings in religious scriptures and the
daily practices of their followers. This engagement contributes to
a more lucid comprehension of the meanings inherent in religious
commandments. Religious communities can use these online
discussion platforms to connect with individuals who share
similar beliefs and discuss queries or worries pertaining to
religious faith. The availability of digital platforms has made it
convenient for religious communities to engage and interact
online and offline.
3.2 Online Presence through Memes among Religious Sects
Memes are unique, easy, and preceding to curate a positive image
online through memes. They are relatable and trendy. They
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represent youth and are an innovative means of giving the world
everything known to humankind. Memes may manifest as
stereotypical image-centric, inconsequential textual compositions
or as impact-creating user-generated content. They can function
as informative conduits within the realm of digital art, thereby re-
conceptualizing perspectives on matters about religiosity,
cultural dynamics, and social inclinations.
Memes facilitate the easy sharing of opinions and can be
quickly circulated among the masses. Hundreds of software
applications, such as Meme Generator, Meme Fun, and Mematic,
are available online, which conveniently help users to create,
share, and circulate memes for free or at a minimal cost, leading
to a significant increase in the movements prophesying
individuality and self-expression. Each individual can express
religion or culture through memes because it allows modification.
They can have their versions. It allows individuals to deviate from
conventional norms or expectations and discover their distinctive
voice within the digital era. As a result, there has been an
increased sense of empowerment and autonomy among
individuals.
Reiterating the above, memes allow us to put one point of
view forward due to their participatory nature, which can become
the voice of various religious sects, marginalized groups, and
minorities. This voice can further morph into an influence. This
influence can mobilize the thought process of thousands of people
in creating and sharing a safe place within the realm of religious
and spiritual awakening. This will foster faith, secularism, and
respect for other beings and their belief systems. This is what an
ideal society looks like, where we respect and flourish together
without hurting the sentiments of any living thing.
Moreover, memes are a safe space to discuss, react, and
resolve issues. The offline religious conflicts can be eliminated
with an arrangement to discuss matters in cyberspace. At times,
face-to-face confrontation can lead to heated discussion, it is better
to switch to a more accepting place to pacify all the negativity.
However, despite their advantages, it is essential to use them
wisely. The rise of virtual platforms and digitalization has led to
increased consumption of religious texts. However, there is
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limited control over the distribution of information within and
outside religious groups. This can give rise to the dissemination
of inaccurate, conflicting, or manipulated information, distorting
meaning and spreading uncontrollably. Such a situation can sow
chaos within societal and religious contexts on a broader scale.
Furthermore, online exposure through memes can give rise to
numerous ethical dilemmas.
To avert potential discomfort, it is essential to tackle the
problem and introduce measures to minimize the negative impact
of misleading and confrontational memes. These measures
include enhancing digital literacy to improve users' critical
thinking abilities, promoting responsible meme creation and
sharing guidelines, and establishing mechanisms for fact-
checking and promptly rectifying misinformation. Collaborative
initiatives involving online communities, content creators, and
social media platforms foster a more informed and discerning
digital landscape.
4. Ethical Issues Concerning Meme
Over time, the role of religions has evolved in tandem with the
rapid pace of modern life, widespread online presence, and
heightened consumption patterns. With virtually everything
accessible at the click of a button, individuals are more deeply
immersed in consumerism, influencing the dynamics of religious
and cultural practices. A growing inclination towards
personalized products and experiences tailored to individual
routines, budgets, preferences, and habits is evident. This surge
in consumerism raises ethical concerns and sparks conflicts
between individuals and online communities of spiritual and
ethical enthusiasts affiliated with different religious sects.
The commercialization of spiritual rituals can devalue their
spiritual significance, reduce trust and admiration for these
practices, and put the authenticity of the spiritual community at
risk. A research study on young adult Catholics in the United
States revealed that these individuals had reservations regarding
the commercialization of online religious practices and
questioned the genuineness of religious experiences on the
Internet (Zaidman 356).
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A significant problem emerges when there is a lack of
attention to the directives of religious and spiritual authorities,
and a more individualistic approach to religious expression is
adopted. There can be differences between the teachings of what
the religious authorities want and what an individual is ready to
believe in, leading to disagreements. If this wedge of
disagreements between the authorities and individual enthusiasts
grows, it will hamper society's overall peace, harmony, and
growth (Possamai 57).
Another issue is that the wrong representation of religious
and cultural practices can deform religious beliefs. Religious
memes can go viral and be enacted or followed by millions, who
may consider the act presented in the meme or the facts displayed
to be true to their religion, leading to misinterpretation of
religious teachings. It will necessitate keeping the information
forwarded through memes in check, as it can create unrest within
different sects of society.
Furthermore, another point of contention is that memes are
comical in a harmless way. However, this does not guarantee that
everyone will enjoy them the same. Digital presence allows
everyone to comment and express themselves on everyone's
posts. Commenting recklessly or sharing inappropriate memes
without acknowledging the feelings of others will increase
tension between different religious sects. We co-exist in a world
where different religious beliefs exist. Each individual has the
right to preach what he or she believes in and follows. Moreover,
each religion is considered sacred and respected equally. The
same respect and secularism are expected and should be achieved
through religious memes.
Moreover, the spreading of hatred and hate speech, preaching
of ill- teachings, and satanism through memes can also become a
serious concern. Memes allow free flow sharing of thoughts. They
are also a medium for venting out anger, disappointment, conflict
of opinion, or expressing a point of view that may not go well with
others. Sometimes, these fruitful and open discussions caused by
religious or ethics-based memes can turn into a dreaded space
where people, rather than being compassionate, counter-attack
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each other and spread hatred. All this can lead to an unfriendly
environment and disrupt the harmony around us (Răileanu 56).
5. Practical Ethical Implications and Solutions
The above issues are not comprehensive, but they provide a
superficial overview. Key issues include the commercialization of
religion, excessive focus on individual expression,
misinterpretation of religious texts, marginalization of religious
authorities, the spread of animosity, disruption of harmony in
diverse communities, and an increase in lack of compassion due
to inappropriate use of memes.
In order to address ethical concerns, religious organizations,
and cultural representatives should perforate profoundly and
expand their presence online. This encompasses educating
followers about the genuine essence of religion, participating in
virtual gatherings, resolving religious uncertainties, providing a
platform for marginalized and under-represented communities,
and promoting a positive mindset through meme content.
In addition to the apex bodies, everyone should fulfil their
responsibilities. They should actively encourage and assist one
another, refrain from conflict, behave responsibly, cultivate
empathy through memes, share positive and enjoyable meme
content, and respect different religions, cultures, traditions, and
customs. The aim should be to create a better society where unity
and cooperation are valued above all. Promoting harmony and
gently correcting others when they are mistaken is essential.
Additionally, it is important to respect religious leaders and
refrain from using disrespectful language in memes or otherwise.
It is essential to consider the type of memes created and shared.
Memes must avoid being offensive and contain a hint of humour
without ridiculing others.
Online platforms enabling meme creation, sharing,
modification, and commenting should include regulatory
measures to prevent unpleasant situations, civil discomfort, and
abusive language. While many platforms already have reporting
features to identify individuals who engage in antisocial
behaviour, these features should be improved to include
reporting to the appropriate authorities. This way, every user's
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account can be monitored, ensuring that no harmful memes that
target any or all religions and cultures are circulated.
6. Influence of External factors
Having explored the influence of internet memes on religion and
cultural diffusion in prior discussions, it is crucial to acknowledge
the involvement of various factors such as content, individuals,
platforms, and religious/cultural authorities. To delve into this
complex interplay comprehensively, we will employ the
DEEPLIST framework. Through this analytical approach, we aim
to unravel the intricacies of the mutual relationship between
memes and the dynamics of religion and culture. It becomes
evident that memes reflect and are shaped by religious and
cultural contexts, establishing a reciprocal influence between the
two.
The DEEPLIST framework comprises of Demographics,
Economic, Environmental, Political, Legal, Informational, Social,
and Technological (Perera et al. 6) factors. This framework can
give a broader perspective on how macro external factors can
affect the dynamics of religion and culture with internet memes
in the virtual atmosphere (Patuk et al. 195).
Demographics: Age, educational background, employment
status, income level, gender, and ethnicity all play a role in
determining the types of religious and culturally themed memes
that individuals choose to share. Furthermore, these factors
influence individuals' perspectives and attitudes toward memes
related to religion and culture. Additionally, regional differences
in these demographic factors contribute to varying viewpoints
and behaviors regarding these memes.
Younger individuals may share humorous or ironic memes,
while older individuals may share memes that reflect traditional
values. Those with higher education levels may share intellectual,
religious, or satirical memes with layered meanings. Employment
and income can also impact the types of memes shared, with
individuals in high-stress jobs seeking relaxation may be more
oriented toward spiritual memes. Lastly, individuals of the same
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ethnicity may share memes referencing their cultural or ethnic
experiences.
Economic Factors: The development and mindset of individuals
are significantly influenced by various economic factors,
comprising elements such as unemployment, inflation rates, and
credit policies. For those individuals who adopt a progressive
stance and prioritize personal growth, there is a notable
receptivity to new ideas, exemplified by their engagement with
concepts like memes. Concurrently, these forward-thinking
individuals exhibit a keen interest in broader societal and ethical
issues, reflecting a multifaceted approach to personal and cultural
development.
On the contrary, individuals facing economic challenges often
prioritize economic stability over considerations of religion and
culture. The urgency and immediacy of economic difficulties may
lead them to focus on pragmatic concerns, diverting attention
from more abstract or philosophical aspects. Consequently, their
engagement with cultural and religious themes may manifest
differently, with a potential shift towards activities that contribute
to economic stability, such as a heightened involvement in
sharing, creating, or commenting on content related to economic
concerns, as opposed to religious or cultural topics. This
dichotomy in priorities underscores the dynamic interplay
between economic circumstances and individual attitudes toward
cultural and religious aspects.
Environmental Factors: Climate change, pollution, and energy
consumption have influenced the world's economies. People
strive to make more environmentally friendly choices in all
aspects of life. Internet memes provide a platform for virtual
interactions and discussions, reducing the need for physical
gatherings. By embracing spiritual or cultural memes, we can
create a more inclusive world that values the ethical practices of
individuals and promotes cleaner and environmentally
favourable behaviours to minimize our carbon footprint.
Religious and cultural memes can be pivotal in encouraging
nature-friendly choices. By harnessing values and traditions that
prioritize the planet's well-being, individuals can raise awareness
and persuade others to embrace sustainable practices. Cultural
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memes can also shape behaviour by promoting ethical practices
that align with sustainability, such as consuming locally-sourced
and organic foods. Sharing memes highlighting these practices
can inspire others to make similar choices and decrease their
carbon footprint. Furthermore, internet memes offer a virtual
platform for discussions and interactions, reducing the
environmental impact of physical gatherings and rituals.
Embracing virtual interactions through memes not only provides
a more inclusive and accessible avenue to celebrate and share
religious and cultural traditions, but also minimizes the negative
environmental consequences associated with such activities.
Political Factors: Governments, media, and regulatory bodies
have the authority to control the flow of information and
determine what type of content, including memes and other user-
generated material, can be circulated among the citizens. They
also have the power to set boundaries on freedom of expression.
In a hostile environment, an individual's content will be subject to
scrutiny and potential censorship. However, in a progressive and
supportive environment, all content, including memes regarding
any religion, tradition, or cultural practice, will be permitted for
sharing and discussion, no matter how critical it may be.
Legal Factors: Laws, regulations, countries' codes of conduct, and
rules governing advertising and communication collectively
influence the nature of content generation, sharing, and
dissemination. These serve as guidelines, dictating what is
permissible and what is not. They contribute to upholding the
harmony of a nation by establishing stringent criteria against the
sharing of discriminatory, vulgar, obscene, or negative memes
that may cause a nuisance. It is important to show reverence for
all religious sentiments and to share memetic content that
maintains dignity and respect for various religious and cultural
groups. Adherence to laws safeguarding religious practices is
essential.
Informational Factors: The boundaries and characteristics of the
information that individuals are allowed to share are defined by
various regulations, such as consumer protection laws, data
protection laws, laws about information technology and
communication, data privacy regulations, data security measures,
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and cyber-crime laws. These regulations establish the guidelines
for sharing activities, aiming to safeguard users from online
harassment and stalking while preventing physical altercations.
They establish the parameters within which individuals should
operate. Individuals are prohibited from sharing religious or
cultural memes that may offend others or disrupt national
harmony.
Social Factors: It is important to avoid engaging in social
discrimination and exclusion through memes based on religious
teachings or are supported by culture. These memes should
instead promote awareness and contribute to the overall
improvement of society. In the digital age, memes can be misused
to propagate discriminatory ideas and exclude certain groups.
Mocking religious beliefs or cultural practices through memes
perpetuates harmful stereotypes and discrimination. It is essential
to exercise freedom of speech responsibly and consider the impact
of such content. Memes should promote dialogue, understanding,
and empathy among diverse groups, challenge biases, and bridge
cultural and religious gaps. By using memes positively, we can
promote tolerance, respect, and work towards a united society.
Technological Factors: The spread of religion and culture via
internet memes can be influenced by innovation, the adoption
and acceptance of new technology; infrastructure development,
communication advancements, and the evolution of the internet
and the World Wide Web. Memes act as peripherals and catalysts
in the growth of religion and culture, adapting to the changing
demands of a world seeking progress.
Religious or cultural memories result from creative thinking
and combine images, text, and humour to convey messages or
ideas. As new online platforms and social media sites emerge,
people are exposed to many internet memes, leading to their
adoption and sharing. Access to fast and reliable internet
connections is crucial for sharing and consuming online content,
and as internet infrastructure improves, more people gain access.
Communication advancements, such as instant messaging apps
and social media platforms, allow for easy sharing of memes,
enabling them to travel and reach a large audience quickly.
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7. Online memes and Offline Socio-Spatial Activities
Internet memes can transcend the online world and impact real-
life interactions. They can often shape people's attitudes and
behaviours without realizing it. Memes can convey instructions,
messages, and codes of conduct that influence how individuals
act daily. In a study on the government of Brunei during the
COVID-19 pandemic, Mohamad (350) highlighted the
government's use of media to engage with the public. The youth
played a significant role in spreading the government’s message
by sharing creative memes. These memes encouraged people to
adhere to social distancing protocols, exhibit ethical behaviour
during challenging times, and maintain high morale (Mohamad
354). Our real-life actions will become part of the online world,
and the ambiance created online, whether through memes or
other means, will impact our real-life behaviour. These two
worlds have become intertwined, and they are simultaneously
influencing the results of each other. Digital memes bring us back
to the world's possibilities and rejuvenate mental, spatial, and
corporeal dimensions.
Mukhongo highlighted that memes can become the voice of
people, which can further be converted into influence (Mukhongo
167). Social media users or digitally connected people can be
influenced, motivated, or demotivated towards an event,
movement, notion, or segment of thoughts, leading to online and
offline engagements (Zuckerman 138). Geographical barriers do
not limit memes and can have a significant impact by exposing
inappropriate behaviours of individuals, groups, or even entire
nations. They can also gain popularity and garner support for
causes, as demonstrated by the #Blacklivesmatter hashtag, which
uses memes to raise awareness about the discrimination faced by
Africans worldwide.
Additionally, memes can be used to question the validity of
old rituals that have been blindly followed in religious customs
for generations. These rituals often lack logical explanations, and
through memes, individuals who have had similar experiences
can call for a boycott of these outdated practices. Examples of such
practices may include animal sacrifices, burning explosives, or
wasting natural resources. People can unite, connect, and form
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support groups or non-governmental organizations to turn their
online movements into real-life actions.
8. Conclusion
Adapting to current trends and embracing the technological
advancements is essential in this rapidly evolving era. This
approach will enable individuals to stay updated and connected
with their heritage, culture, and belongings, allowing them to
pass down these valuable aspects to the next generation. At this
juncture, memes provide a platform for different segments of
society to learn, preach, and spread their beliefs and practices. It
has emerged as a new medium to keep faith alive in the ever-
changing surroundings. They have a multidimensional influence
on the people and on the religious segments existing in society.
They lead to inclusiveness and facilitate the involvement of
everyone by providing them with an accessible, feasible,
technological advance medium to ‘voice’ their opinions. If used
judiciously, these memes can preserve cultural and religious
authenticity, raise awareness about spirituality and peace, shed
light on pivotal societal topics, give individuals a forum to initiate
discussions, and help society outgrow its fear. Lastly, it can lead
to a more tolerant and secular environment.
There are a few things to be kept in mind while using
memes. They should not be weaponized and used against any
sect. They should be used to create a harmonious dialogue rather
than a war among existing philosophies. They should nurture
new thinking and create a support system for those with the same
experiences. Further investigation is required to understand the
impact of memes on different religious groups and traditions and
establish authentic and meaningful ways of incorporating digital
technology into religious practices. Religious groups must be
mindful of the potential risks and challenges of meme creation,
such as the propagation of false information and weakening social
unity. The convergence of memes with religious cultures is a
multifaceted and ongoing process that calls for continuous
research and examination by scholars, practitioners, and
community members. By carefully examining these matters,
“Spreading Religion and Culture Through Internet Memes” | 547
Journal of Dharma
48, 4 (October-December 2023)
religious communities can adapt and evolve in the digital era
while staying true to their fundamental values and beliefs.
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... The findings revealed how religious memes convey religious meanings online. Another significant study conducted by Rathi and Jain (2023) explored how religion and ethical values are spreading through memes. The study employed a deep list framework analysis of meme characteristics. ...
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In this digital age, where social media has become the major communication platform, memes are a powerful medium to reflect and shape societal narratives. This study aims to analyze the role of these digital artifacts as a means of social commentary in Pakistan. This study analyzes the multimodality of memes acting as political satire, cultural identity, economic crisis, and the community’s social practices and preferences through Van Leeuwen’s Social Semiotic model. The data collected for this study is 80 memes created and circulated in 2024, classified into various dimensions of Pakistani society, such as political, sociocultural, economic, religious, educational, etc. The qualitative analysis reveals how memes reflect, critique, and challenge the power dynamics within society. The findings reveal that memes are not only a source of entertainment but also address society’s serious and worth-noticing problems under the mask of humour. Furthermore, the significance of this study lies in its critical contribution to understanding digital communication. The research calls for attention to the harsh realities of society and suggests that a positive change in society would help to better portray the Pakistani community around the globe. References: Abbas, Z., Sheikh, M. A., Mir, B., & Farrukh, M. (2024). A Comparative Analysis of Pakistani and Indian Social Media Memes: Cultural Narratives and Social Understandings. Pakistan Journal of Humanities and Social Sciences, 12(2), 1863-1873. https://doi.org/10.52131/pjhss.2024.v12i2.2299 Adebomi, Oluwayemisi Olusola. 2020. “A multimodal analysis of memetic representation of individuals and institutions in Nigeria’s President Muhammadu Buhari administration.” Language. Text. Society 7 (1). https://ltsj.online/2020-07-1-adebomi. Ahmad, M., Aslam, A., Siddiqui, A., & Fazal, N. (2024). Decoding Digital Content: A Social Semiotic Perspective on Pakistani Social Media Trends. 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