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How did lolcats change the world? Decoding the cultural impact of the meme.

Stream How to Go Viral on BBC Select

It might not feel like you’re doing anything significant when you share that Baby Yoda sipping tea meme, but you’re part of a cultural revolution. Memes are changing the way we communicate. Why do we love them?

Watch How To Go Viral and more acclaimed documentaries on BBC Select today. Restrictions apply*.

How To Go Viral on BBC Select

Digital culture expert Richard Clay meets modern meme designers, Tumblr’s meme librarian, and a liberal troll, to decode how memes give us a voice, but are also being used to silence us.

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