The imitation game of meme and public relations in digital media sphere

K. Sinchana, Post Graduate Student, Department of Journalism and Mass Communication

Kuvempu University

Dr. Sathyaprakash. M. R, Professor, Department of Journalism and Mass Communication

Kuvempu University

E-Mail: mrsathyaprakash@gmail.com

Introduction

In the age of memes and micro-moments, attention isn’t earned through deluge of texts, it is rather captured in punch lines, pixels, and perfectly timed chaos better known as memes. Memes have now become the language of emotions, and the micro-moments are the new battleground of relevance for the Gen Z. If your brand doesn’t know what “rizz,” “delulu,” or a “canon event” is, you’re not just out of touch, you’re out of conversation. Today’s audience doesn’t just consume content; they co-create culture. Hence, public relations no longer lives in newsrooms, it lives in comment sections, trending tags, and viral loops. The realm of what could be termed as “PR 3.0” demands a fluent grasp of internet culture, where being quick, witty, and culturally relevant is the new normal.

Meme psychology and cultural roots

Memes aren’t just viral jokes, they’re compact cultural capsules. They deliver emotion, commentary, and relatability in one scroll-stopping frame. Think of Zomato’s cheeky food memes or Netflix India’s pop-culture mashups, they’re funny, yes, but they’re also brand stories told in a format the internet loves. These aren’t just posts, they’re personalities. When used right, memes make a brand feel less like a corporation and more like your cleverest friend in the group chat. A witty meme can now become the face of a brand faster than any other traditional campaign. But beyond the punch lines, memes are deeply rooted in psychology and art history.

According to Richard Dawkins’ “meme theory,” memes are units of cultural transmission that spread through imitation. Memes tap into our brain’s love for pattern recognition and familiarity, lowering cognitive load while boosting emotional engagement. They often spark the “same!” reaction, activating the brain’s mirror neuron system and building subconscious connections between brand and viewer.

Historically, memes have always existed. From ancient cave paintings and folk art to political cartoons and protest graffiti, humans have used visual shorthand to express collective sentiments. Today’s memes are simply the digital successors of these cultural artifacts, designed for rapid sharing, constant remixing, and global reach. This continuity is what makes memes not only an effective modern day communication tool but also elevates them to a digital art form. Expressionist in nature, these visual capsules merge humor, design, and commentary, often serving as social critiques or emotional outlets. Memes also represent participatory culture (Jenkins, 2006), where audiences are no longer passive consumers but active co-creators. They enable “distributed creativity,” where a single meme format can be remixed by thousands, each adding layers of meaning to it.

The power of micro-moments

 Memes and micro-moments succeed because they are aligned with Gen Z’s digital behavior, they are visually driven, emotionally tuned, and rooted in shared experiences. Gen Z and millennials no longer trust polished campaigns, they want raw, real, and relatable content. Micro-moments, are real-time flashes of cultural relevance; which are short, reactive, and wildly shareable. A tweet during the IPL finals, or an iconic Amul girl’s topical ad responding to a political moment or Duolingo’s endearing owl dancing to trending audios,  are playful, perfectly timed, and impossible to ignore.

India’s meme culture in 2025, delivered some of the most impactful brand and cultural commentary till date. When Vishal Mega Mart posted a security guard job listing, internet users turned it into a satirical job meme, comparing the role to top-tier government positions. This wasn’t just humor, it mirrored public frustration with job markets. Indian Premier League (IPLL)’s short lived suspension due to Pahalgam terror attack, turned RCB’s plight into a meme-fest, poking fun at their infamous trophy drought, with brands like Zomato and Swiggy joining the narrative. Zomato’s Valentine’s meme, “Some relationships end. Biryani doesn’t,” was a master class in emotional branding. ‘Operation Sindoor’ memes used the phrase “chutki bhar sindoor” to repurpose a Bollywood line into a symbol of patriotism, blending national pride with pop culture effortlessly. These moments weren’t just momentary brilliances, they were rather strategic, timely, and layered with cultural undertones. Brands that nailed the tone became part of the conversation; those who missed it, faded into the scroll.

Last word

The meme driven marketing or PR strategy isn’t without risks. Poorly timed memes or tone-deaf micro-moment responses can result in backlash. The key is to remain authentic, informed, and being contextual. The future of PR is a hybrid of technology and creativity, where cultural anthropology meets visual thinking. PR professionals must geared to be the cultural curators, who understands societal undercurrents, and responds with precision. Whether it’s a viral meme or a five-second clip, it’s the ability to speak the internet’s language with authenticity and emotional depth that sets successful campaigns apart.

In PR 3.0, memes and micro-moments aren’t just tools, they’re the new grammar of communication. The convergence of cultural fluency, digital agility, and emotional resonance is shaping a future where communication is both deeply personal and massively distributed. In this evolving media environment, PR isn’t just about managing perception, it’s also about mastering participation. The most successful communicators in modern day Gen Z media sphere, will hence be those who understand the relevance of imitation game in real-time, and resonate with apt punch lines. By leveraging memes and micro-moments with strategic intent, PR professionals can craft narratives that not just inform, but entertain, inspire, and unite.