This movement freed the concept "meme" from its associated historical burden, while recovering several of the interesting aspects of this notion, in particular, three fundamental special data attached to Internet memes: (a) gradual spread between individuals until reaching to society; (b) reproduction via copy or imitation and (c) dissemination via competition and selection. In the case of the first point, there are plenty of examples of this dynamic. One can think of memes that were initially used in some circles, groups or digital networks and that later reached the whole of society.

An example is the name attributed to the Argentine men's soccer team. The team led by Lionel Scaloni has been nicknamed "la Scaloneta" as a result of a series of memes that were born on the internet and have now spread to the entire population. The same is true of Argentine President Alberto Fernández, who has been a constant source of memification and came to be nicknamed "Alverso" (in slangRiver Plate, "verso" is synonymous with lies), and also with the expression "Macri gato", a form of insult against ex-president Mauricio Macri. These memes originate in small groups but end up being part of the collective language.