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