Memes as new transmitters of information on Facebook

This study addresses the meme as a communicational product and the role it plays at the culture in social networks, focusing on the case of Facebook as the most popular platform in Ecuador. An analysis method is proposed that selects two case studies of the most popular pages in Ecuador. This method is carried out from the different elements that make up a meme, having as main object of study semiotics -a branch that studies the analysis of images- and rhetoric, essential part of verbal language that is characterized by the persuasiveness with which it handles the word to the receivers of the message.Guidelines are proposed to understand the sociological, cultural and communicational nature of the meme and digresses on why its existence contributes to the formation of groups or tribes on the web that share a similar sociocultural context, delving into how the generation of meanings of belonging.