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

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.