Internet memes, now a staple of digital communication, play a pivotal role in how users engage within online communities and allow researchers to gain insight into contemporary digital culture. These engaging user-generated content are characterised by their reuse of visual elements also found in other memes. Matching instances of memes via these shared visual elements, called Meme Matching, is the basis of a wealth of meme analysis approaches. However, most existing methods assume that every meme consists of a shared visual background, called a Template, with some overlaid text, thereby limiting meme matching to comparing the background image alone. Current approaches exclude the many memes that are not template-based and limit the effectiveness of automated meme analysis and would not be effective at linking memes to contemporary web-based meme dictionaries. In this work, we introduce a broader formulation of meme matching that extends beyond template matching. We show that conventional similarity measures, including a novel segment-wise computation of the similarity measures, excel at matching template-based memes but fall short when applied to non-template-based meme formats. However, the segment-wise approach was found to consistently outperform the whole-image measures on matching non-template-based memes. Finally, we explore a prompting-based approach using a pretrained Multimodal Large Language Model for meme matching. Our results highlight that accurately matching memes via shared visual elements, not just background templates, remains an open challenge that requires more sophisticated matching techniques.

Warning: This paper contains memes that may be offensive to some readers. Multimodal Internet Memes are now a ubiquitous fixture in online discourse. One strand of meme-based research is the classification of memes according to various affects, such as sentiment and hate, supported by manually compiled meme datasets. Understanding the unique characteristics of memes is crucial for meme classification. Unlike other user-generated content, memes spread via memetics, i.e. the process by which memes are imitated and transformed into symbols used to create new memes. In effect, there exists an ever-evolving pool of visual and linguistic symbols that underpin meme culture and are crucial to interpreting the meaning of individual memes. The current approach of training supervised learning models on static datasets, without taking memetics into account, limits the depth and accuracy of meme interpretation. We argue that meme datasets must contain genuine memes, as defined via memetics, so that effective meme classifiers can be built. In this work, we develop a meme identification protocol which distinguishes meme from non-memetic content by recognising the memetics within it. We apply our protocol to random samplings of the leading 7 meme classification datasets and observe that more than half (50. 4\%) of the evaluated samples were found to contain no signs of memetics. Our work also provides a meme typology grounded in memetics, providing the basis for more effective approaches to the interpretation of memes and the creation of meme datasets.