Abstract

The article is devoted to the study of the evolution of memes on social networks. We analyzed biological, social and cultural aspects of this phenomenon. The features of memes in social networks in Ukraine and Russia are different. In 2000s years memes on social networks were a weapon in the struggle of lifestyles. The memes show the attack of the comic to the serious, countercultural to socially approved. It was war of sites Leprosoriy and Habrahabr. The causes of changes in the appreciation humor in the meme are the end of war. The main task of the funny memes is not related with provocation of the world yuppies anymore. The hipsters showed that we can find a compromise in lifestyle, the war of memes was not a necessary thing. Besides, the mediaspace of Russia went to the problems of political elections and the hatred of «ukrofashists», and media-space of Ukraine revealed the problem of constructing self-identity.