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The film showcases what is now considered to be an unhealthy attitude towards work: Andy’s group of friends admit to hating their low-paid jobs, and she is only working at Runway Magazine (in exploitative conditions, to the detriment of her personal relationships) because it will open doors for her. When it comes to The Devil Wears Prada, specifically, there is a wider culture clash that could be driving the online rebellion against its memeability. While Millennials bask in curated Instagram meme pages, Gen Z are gravitating towards less pristine platforms like TikTok and Snapchat, where posts tend to be presented in a more informal way. But brands have made us increasingly sceptical of content which seems overly designed to ‘go viral’ and a tone-of-voice which feels purposefully ‘relatable’. Appealing to such well-known cultural references, like The Devil Wear’s Prada, Sex and the City, or Mean Girls, casts the proverbial net as widely as possible, to harvest the most likes and shares. Millennial memes are also defined by an intentional virality, which is becoming increasingly uncool too. The more niche the better, because they’ll be enjoyed by fans who are truly in-the-know – a departure from deliberately posting references that everyone understands. It’s more about how fast you can watch the new thing, and how fast you can meme it and post it.” After an episode of Succession, for example, the biggest reward on social media goes to whoever can think of the best joke using the episode’s newest and most giffable moments. “That’s really what is now seen as more ‘elite’ – not throwbacks to more old school things that have happened. “If something goes live on Netflix at the weekend, it’ll take about 45 minutes for GIFs and memes to appear on social media,” Lewis says. Part of this is down to the fact that memes are now posted with more immediacy. But now, posting the newest and most up-to-date references is a much more valuable online currency.
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The Devil Wears Prada is full of these, from the epic cerulean speech to the ‘ Are you wearing the Ch-’ boots meme, ‘ It’s a tough call, they’re so different’, and, of course, ‘ Florals? For spring? Groundbreaking’.īack in the day, having a background knowledge of precise quotes was much more impressive because it wasn’t so easy to look them up, and GIFs weren’t as widely available on social media. What else defines a ‘Millennial meme’? In general, memes from this sub-genre tend to lean into repetitiveness and well-known pop cultural references. “It’s a definite passing of the torch, because the nostalgia that we feel for all the GIFs and memes prior to that point is definitely fading and being replaced with more recent references.”
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“It’s getting more embarrassing for Millennials to share anything prior to probably 2012,” she says. But Meg Lewis, a meme expert and social media manager at Giphy, thinks we’re finally witnessing the last gasps of the Millennial reign over the digital kingdom.
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Think about it: how many of the most tired memes – like the Mean Girls, ‘ So you agree…’, Gossip Girl’s, ‘ gopissgirl’, and that Sue Sylvester meme from Glee – have been derived from pop culture that Millennials loved? They were the first generation to grow up with the internet and be Extremely Online, and therefore feel a certain ownership over it. This backlash forms part of a wider rejection of the ‘Millennial meme’. The general consensus is that the ‘actual villain’ of the film is this unoriginal, annoying take. 2021 was the year that it went viral yet again and people finally started to get pissed off about it. This meme is so overused that it’s now been a meme in itself.
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Sometimes it adapts to new formats, like, ‘The movie villain / the actual villain’, but the message is the same: “Wow, looking back at it, the REAL villain of The Devil Wears Prada wasn’t Miranda… it was Andy’s unsupportive boyfriend and friends!” The one that lurks in the drafted tweets of Millennial start-up brands, in the depths of BuzzFeed’s old listicles and still haunts Gay Twitter’s soul.