Internet memes are an example of the trend of replicability and spread of discourses through the Net within today’s participatory culture. On paper, memes are instances of humorous discourse that abound on the internet, are replicated or altered, and then transmitted to other users. However, in this paper the focus is not on its humorous side, but on how every single stage of meme communication entails a greater or lesser impact on the user’s self-concept, self-awareness and overall identity. The paper addresses five stages of meme communication and possible ways in which these stages influence the user’s identity.