Image macros weren’t created self-consciously as poetry. The form first appeared in the memes of the early internet, from Something Awful to 4chan to Reddit. Some are based on familiar and readily understandable images: photos made viral through news media exposure, celebrities and brands, stock photos, and selfies. When image macros circulate widely online as memes, augmented with new words and sometimes re-edited, they accrue unexpected, spontaneous, collective meanings. They become poetry.