What kind of internet memes do you like? People's preference for the memes expressing the positivity, humor, aggression emotions

Abstract

Although various internet memes (IMs) were disseminated and popularized during the COVID-19 pandemic, the degree to which people appreciate them is unclear. In this study, people's appreciation of three kinds of typical IMs, which respectively conveyed the humorous (H-IM), encouraging (E-IM), and aggressive (A-IM) feelings towards the pandemic and the consequences it brought about, along with one objective description (OD) serving as the control condition, were compared. The results showed that the E-IMs and H-IMs were significantly more appreciated and loved than the A-IMs, thus supporting the prediction of positive psychology and humor regulation of negative emotion but failing to support the theory of psychology catharsis that emphasizes the need of making aggression to release tense and angry feelings caused by the pandemic. The results also showed that creativity played a mediating role for the positivity component in E-IMs and the humor component in H-IMs when predicting their fondness ratings. For the H-IMs, creativity could even fully mediate the impact of humor for exerting regulation effects on negative emotions evoked by the pandemic-related affairs such as home quarantine. This result revealed the creative nature of the IMs and showed that IMs are a kind of insightful cognitive restructuring that people make as a creative adaption to unfavorably changed situations caused by the pandemic.