Viral Culture, Memes in Society and Politics: An Interview with Anastasia Denisova

Internet Memes and Society: Social, Cultural, and Political Contexts (Denisova, 2019) was published in 2019. Much of the book by Anastasia Denisova of the University of Westminster reflected on the roles and meanings of memes, as well as the reasons why so many memes go viral. This Westminster Papers in Communication and Culture interview with the author reflects on questions arising from the study. It also expands on the rela - tionship between memes and viral media, whether brands can suffer setbacks when trying to manufacture ‘creative’ memes, global tactics for meme usage, their role in politics and the differences and similarities between meme culture in Russia and the West.