Barbara Dancygier is Professor and Distinguished University Scholar at the University of British Columbia, Canada. Lieven Vandelanotte is Francqui Research Professor at the University of Namur and a Research Fellow in linguistics at KU Leuven, Belgium.

• Abbreviations; 1. Why study memes from the linguistic perspective?; 2. Memes and multimodal figuration; 3. Image macro memes; 4. Labelling memes; 5. Memetic grids; 6. Memetic use of personal pronouns; 7. Say, tell and be like meme constructions; 8. Embedding discourse spaces without say verbs; 9. Memetic form and memetic meaning; 10. Memetic discourse on social media platforms; 11. Memes and advertising; 12. One does not simply draw a conclusion.

'This book is a real treasure trove for anyone interested in the language and semiotics of new media and digital culture, especially from a cognitive perspective. It expands the scope of cognitive linguistics in the most fascinating way and takes it into the twenty-first century with new multimodal data, new concepts, and a fresh theoretical framework.' Alexander Bergs, Professor of English Language and Linguistics, Osnabrück University

Barbara Dancygier is Professor and Distinguished University Scholar at the University of British Columbia, Canada. Lieven Vandelanotte is Francqui Research Professor at the University of Namur and a Research Fellow in linguistics at KU Leuven, Belgium.

• Abbreviations; 1. Why study memes from the linguistic perspective?; 2. Memes and multimodal figuration; 3. Image macro memes; 4. Labelling memes; 5. Memetic grids; 6. Memetic use of personal pronouns; 7. Say, tell and be like meme constructions; 8. Embedding discourse spaces without say verbs; 9. Memetic form and memetic meaning; 10. Memetic discourse on social media platforms; 11. Memes and advertising; 12. One does not simply draw a conclusion.

'This book is a real treasure trove for anyone interested in the language and semiotics of new media and digital culture, especially from a cognitive perspective. It expands the scope of cognitive linguistics in the most fascinating way and takes it into the twenty-first century with new multimodal data, new concepts, and a fresh theoretical framework.' Alexander Bergs, Professor of English Language and Linguistics, Osnabrück University

Barbara Dancygier is Professor and Distinguished University Scholar at the University of British Columbia, Canada. Lieven Vandelanotte is Francqui Research Professor at the University of Namur and a Research Fellow in linguistics at KU Leuven, Belgium.

• Abbreviations; 1. Why study memes from the linguistic perspective?; 2. Memes and multimodal figuration; 3. Image macro memes; 4. Labelling memes; 5. Memetic grids; 6. Memetic use of personal pronouns; 7. Say, tell and be like meme constructions; 8. Embedding discourse spaces without say verbs; 9. Memetic form and memetic meaning; 10. Memetic discourse on social media platforms; 11. Memes and advertising; 12. One does not simply draw a conclusion.

'This book is a real treasure trove for anyone interested in the language and semiotics of new media and digital culture, especially from a cognitive perspective. It expands the scope of cognitive linguistics in the most fascinating way and takes it into the twenty-first century with new multimodal data, new concepts, and a fresh theoretical framework.' Alexander Bergs, Professor of English Language and Linguistics, Osnabrück University