Meet the­mum­mak­ing memes

Marlborough Express - The Saturday Express, Marlborough - - FRONT PAGE - MATT BROWN

Memes per­me­ate the in­ter­net with of­ten hu­mor­ous, ironic or down­right silly mes­sages and im­agery.

They of­ten ex­plode in pop­u­lar­ity, seem­ingly overnight, and are then promptly for­got­ten.

There is now a genre of meme for pretty much any­thing; see Grumpy cat, Suc­cess Kid and any Chuck Nor­ris meme.

Lucy Scorer, for­merly of Blen­heim, started hand­craft­ing mummy memes as ‘Mother of the day’ on In­sta­gram after the birth of her first child last year.

‘‘I’m unique in that Imake the memes my­self,’’ Scorer said. ‘‘Most peo­ple just share the memes that others have made.

‘‘I have two ways I create dank memes.

‘‘One, my baby does some­thing that makes me sad, or two, I see a gif that I like that I can turn on its head and make funny.

‘‘You need to be cre­at­ing a lot of con­tent, and you have to keep go­ing be­cause you don’t know which ones are go­ing to be pop­u­lar. Some of the ones I thought weren’t funny have been mas­sively pop­u­lar.’’

‘Me­meog­ra­phy’ is now a big busi­ness, with cor­po­rate brands like Gucci and Denny’s jump­ing on the meme band­wagon to re­late to the oft-ma­ligned mil­len­nial mar­ket.

‘‘All the par­ent­ing memes were Amer­i­can, so ev­ery­thing was spelt wrong and I couldn’t re­ally re­late to the jokes,’’ said Scorer, now liv­ing in Mel­bourne, Aus­tralia.

‘‘The whole idea of my mummy memes was do­ing Aussie and Kiwi-type jokes so there was some­thing for me, and others like me, to re­late to.

‘‘If I don’t re­late, I don’t think it’s funny.’’

‘‘I make them to make me feel bet­ter. If the baby woke up five, six or seven times in the night and you’re sad, be­cause you’re tired, mak­ing a joke about it makes me feel bet­ter.

‘‘Memes can be quite dark. Some­thing you are sad or frus­trated about. It’s about see­ing the funny side in that.’’

Memes can be dark in­deed. Re­searchers at the Univer­sity Col­lege Lon­don iden­ti­fied some on­line com­mu­ni­ties as be­ing par­tic­u­larly ef­fec­tive at spread­ing racist, anti-semitic and political memes.

‘‘At the start, I thought I wanted to make dark memes,’’ Scorer said.

‘‘The more I did it, the more I re­alised it can be quite pos­i­tive.’’

‘‘They’re not all about my baby. If some­one tells me about some­thing their baby did, I’ll make a meme about that.

‘‘It’s a hobby, it’s fun.’’

SUP­PLIED

Mummy memer Lucy Scorer hold­ing her daugh­ter Joy, the in­spi­ra­tion for many of her memes.

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