Are Memes Relevant to Studying Printed or Digital Texts?

The larger version of this question is really, 'do we need to have a good working knowledge of what memes are in order to usefully expand a sense of our audience, our IB students?  Does such knowledge have some relevance to such new textualities as fan fiction and texts published online using various composition strategies?' It's interesting that, in the last revision of the Language A courses,  various forms of digital texts were suggested as one of the options schools might ...