According to the theory of Richard Dawkins memes just like genes have no  purpose beyond their own reproduction. Important contribution to Theory of Meme is done by computer programmer Richard Brodie “who defines the meme as the virus of the mind, and who identifies three method of infection: repetition, cognitive dissonance, and Trojan Horses.  The most effective way to insert meme into mind is the repetition. A brief glance at the modern communication, from advertising to the media’s obsessive repetition of keywords such as “terrorist” and “crisis” easily enables us to understand this process.” (Campenelli, Vito. Web Aesthetics: How Digital Media Affect Culture and Society)