Room to Meme: ‘David Lynch’ as Problematic and Self-evident Aesthetic Object in Digital Memes

This chapter argues that the semiotic item ‘David Lynch’ has become a meme, and through memetic imitation in digital form is stripped of the very essence of David Lynch. It will assess the play that is at work in shaping transmedia aesthetics by way of media transpositions of elements from Lynch’s oeuvre into new media contexts and the role multimodality plays in this process. This chapter understand digital memes as multimodal media that foster canonisation processes and turn David Lynch into an aesthetic signifier that normalises his shock aesthetics into a part of the everyday register. At the same time, the use and circulation of these digital memes evidence creative forms of polyvocal public participation. In collecting and discussing memes from social media platforms, closed and open online fan groups, discussion websites and popular online platforms such as 9gag or me.me that allow for the sharing of user-generated content, this chapter asks about the function of David Lynch memes. In doing so it will reflect on the relationship between digital memes and networks of communities that operate by a logic of cultural (re-)appropriation, collectivism and the use of vernacular creativity.