Student Work

  • Strategic Design and Management (BBA)

    Kevin Liu

    Embracing the Meme


    Embracing the Meme explores how branding is influenced by subcultures and Internet memes. The thesis is presented in two parts. Part one serves as an introduction to my research by providing contextual knowledge of the current landscape of Internet culture. I delve deep into the dynamics of participatory culture and trolling culture. I also explore the evolution and significance of Internet memes and their implications for storytelling, entertainment, propaganda, and branding. Part two serves as an analysis and definition of the notion of “embracing the meme.” To illustrate this cultural phenomenon, I apply theory to the in-depth case study of DJ Khaled's recent rise to God Meme status. Last, I provide a set of strategic guidelines that describe the order of operations necessary to successfully “embrace the meme.”