“How do you like this, Elon Musk?”: rhetoric, Russian soul and sci-fi nostalgia
Internet memes come and go so quickly that “fruit flies and yeast look frozen in comparison” [1]. Like flies and yeast, they multiply in an environment that has a limited shelf life: events lose relevance, fashions pass, pictures, words and phrases cease to be funny. However, some memes turn out to be rooted in more stable, culturally significant contexts, so they themselves become events, like a meme challenge to Elon Musk from Russian reality.