While most people are familiar with internet memes, explaining to someone else what exactly they are (and how they work) can be tricky.

MDG Advertising has put together the below infographic. It takes a deeper look at the internet meme phenomenon, and how it relates to pop culture.

It also examines how a conversation grows, evolves, and eventually fades away.

Some of the last year’s biggest meme are used as examples. They are “Kony 2012”, “Binders Full of Women”, “McKayla Is Not Impressed”, and “Gangnam Style”.

Have a look:

[Source: Mashable]