Saying a meme is just an image macro is wrong, but we should at least add a little phrase to the end of Dawkins' definition, to make it a little more specific than just any unit of cultural transmission: “a meme is a unit of cultural transmission on the internet.” The people who look at memes are just as important (if not more so) than the people who actually make memes. But we don't need a word with a Ph.D. We need to demystify and de-irony memes and online culture because from the perspective of the big social media platforms and governments, online culture is just another part of a society’s machinery: memes move ideas and people around the same way that a highway or a school system does.