A meme is basically a content (generally visual) that tends to associate certain notions to certain things. The mechanism by which memes work is called association, or "pavlovian association" in "behaviorist" terms. Association is basically the mechanism humans use to apprehend reality. For example, if a human is in nature and every time he sees an animal he is attacked, then the human will seek ways to avoid the animal because he has associated seeing the animal with being attacked.
However, humans have found a way of people associating certain notions to things by bypassing the associative mechanism nature has bestowed people, that is through memes.
In memes you can insert whatever you want on them and associate everything with whatever things you want. For example, take the example of the "average fan vs enjoyer meme". That meme pretends to depict a group being as weak (associating the group with a weak person", and another group as strong (associating the group with a strong person (called "gigachad")). People generally want to be strong, so they therefore may develop an attraction towards the group depicted as strong in detriment of the other. The problem is that you can depict anyone and any groups the way you want in memes like that one and internet is not real life.
Bioluminescent individuals want to use what is called "memetics" so to manipulate people that way. They are simply lazy to attempt to convince people through debating and rhetorics in a honest way and the truth goes against them, so they use these artifices to attempt to persuade people.
The people who tend to be more fond of "memes" appear to be youngsters who do not a necessary seriety to face reality, so the shills in general manipulate these people by using "memes" through entertainment.
There are bioluminescent agencies who have pages that produce memes, by the way in case you do not know.
