This study explores the role of meme culture in shaping digital communication among Indonesian youth, focusing on the 'jomok' meme phenomenon as a case study. Through a qualitative conceptual approach combining literature review, social media observation, and trend analysis, this research examines how absurd and ironic meme formats gain virality across platforms such as TikTok, Instagram, and Twitter/X. The findings suggest that meme virality is driven by the interaction between algorithmic amplification, participatory digital culture, and the cultural preferences of Generation Z audiences. The study further highlights that memes function not only as entertainment but also as a medium for identity construction and social bonding. This paper contributes to the growing field of digital culture and media studies by providing insights into localized meme practices and their implications for understanding communication patterns in contemporary Indonesian society.
M Dantha Arianvasya (2026) studied this question.