MEMES AND GIF ANIMATIONS AS A PHENOMENON OF DIGITAL CULTURE

Аннотация

This article explores the cultural and communicative significance of memes and GIF animations in the context of the digital era. Tracing the origin of the term "meme" from Richard Dawkins' concept to its modern internet adaptation, the study highlights how visual formats such as memes and GIFs have become powerful tools for expression, critique, and identity formation. Special attention is given to the unique features of the Russian-speaking internet space, where memes are infused with political satire, post-Soviet references, folklore, and linguistic play. The article argues that memes are more than entertainment—they function as condensed, multi-layered messages shaping public discourse and visual culture in the digital age.