This concept refers to a specific type of online humor that plays on the dynamic between informed and uninformed individuals. Typically, it involves an image or video juxtaposing two groups: one privy to certain information (often esoteric or niche) and another oblivious to it. The humor derives from the audience’s recognition of this disparity in knowledge, creating a sense of shared understanding and perhaps even superiority for those “in the know.” An example might be a meme featuring complex coding jargon, humorous to programmers but confusing to others.
This type of meme serves several social functions. It reinforces group identity and belonging by creating an in-group/out-group dynamic. It can also be a vehicle for sharing specialized knowledge or highlighting the absurdities of certain subcultures. Historically, this form of humor reflects a long-standing human tendency to use shared knowledge as a form of social bonding and to find amusement in the misunderstandings of others. Its prevalence in online culture underscores the importance of shared context in digital communication and the role of memes in creating online communities.