Meme Culture in Mongolia: Examining It’s Positive and Negative Impacts on Society

Abstract

Due to the influence of digital evolution, meme culture has developed, allowing individuals to creatively express their ideas, foster social awareness, and ultimately build public relationships. This paper explores the dual impacts of meme culture by examining its positive contributions to contemporary society through the lens of 20th-century socio-cultural theory and its negative consequences through philosophical and ethical frameworks. The rise of meme culture, driven by the digital revolution, has transformed communication, enabling individuals to creatively express ideas, foster social awareness, and build communities. This research will examine meme culture as a contemporary form of interpersonal communication and discourse, drawing on the socio-cultural theories of Jean Baudrillard and Marshall McLuhan. While memes are recognized as a significant cultural phenomenon of the digital age, their pervasive nature presents substantial ethical challenges for society. Consequently, this study will integrate modern philosophical concepts to critically assess ethical issues associated with the spread of misinformation, stereotypes, and harmful ideologies. This analysis aims not only to elucidate the primary functions of memes but also to evaluate the positive and negative perceptions they foster within the public sphere. Ultimately, the research will conclude with an examination of several popular memes that have emerged among Mongolian internet users in recent years, with a particular focus on the common ethical concerns they raise.