The impact of the viral spread of Internet memes on the digital generation Seeking for information

Document Type : Original Article

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Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Beni Suef University

Abstract

Memes have become a popular form of online communication, as they transmit the agenda of social media platforms that include the most discussed topics and issues. It is one of the latest means of participatory communication to share and exchange visual content of information, opinions, news, etc. Therefore, this study sought to identify the impact of viral spread. The Internet has helped the digital generations seek information about the issues it raises using the theory of seeking information and relying on the survey method through the electronic questionnaire on 450 respondents.
The results of the study revealed that the digital generations seek information through the Internet meme, and that the most used strategies are the control and monitoring strategy. The results also showed that there is a direct relationship between the intensity of the digital generations' use of the Internet meme and both the motives for seeking information from the Internet meme, and the strategies for seeking information and the effects resulting from this seeking.

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