MEME CULTURE AND ENGAGEMENT STRATEGIES: DUOLINGO AS A CASE STUDY IN CONTEMPORARY COMMUNICATION

Abstract

This study examines how meme culture is strategically integrated into contemporary digital communication, using Duolingo as a case study. An exploratory content analysis was conducted to investigate how memes impact audience engagement, foster community participation, and strengthen brand identity. Results indicate that meme-based posts encourage user interaction, fanart creation, and affective connection with the Duo mascot, positioning Duolingo as a playful and participatory brand. Memes emerge as effective tools for virality, engagement, and community bonding