This chapter considers the use of pronouns, and how they relate to such roles as Meme Maker, Meme Character (depicted in a meme’s image), and Meme Viewer (i.e. the ‘reader’ of a given meme). One illustration of how odd pronouns actually behave in memes is to consider the use of I, which does not refer to the Meme Maker, but is used to represent embedded discourses attributed to a depicted Meme Character. Just as curious is the use of me, in patterns such as Me Verb-ing, or Me/Also Me, which apparently instruct us to look for Meme Maker in the meme’s image, which in fact shows an unrelated Meme Character (possibly non-human, like an animal), such that the depicted character represents the experience of the Meme Maker. Such examples show that deixis is used in unusual ways in memetic discourse, to support the expression of viewpoint and stance targeted in the meme, rather than to identify specific referents.

This chapter expands the discussion of memetic quotation to cases, including cases of what we call ‘dialogue labelling’, which do not feature explicit reporting verbs, but rely on depiction of interlocutors, interpretation of embodied behaviour, and sometimes quotation marks to signal the embedded Discourse Spaces, and viewpoints exchanged, in them. We include both one-off dialogue labelling examples and Image Macro memes (such as Anakin and Padmé) in our analysis. We also analyse a range of discourse patterns building on the basic Me/Also Me pattern, and round off with the Repeat after Me meme.