@lisxdumbr excuse me as I borrow your tag for a moment, cause we're onto something.
Rent-lowering gunshots aside, I think this highlights a pretty fundamental quality to tumblr memes, which is they're meant to be fun, not funny.
Most Goncharov content aren't funny. They don't make you laugh as an audience. In fact, there's some serious and awe inspiring quality fanarts, music, fanfics, and analysis on a non-existing flim. It's not about making the funniest joke, it's about having fun making the joke.
Tumblr memes aren't meant to entertain a passive audience. The entertainment value is in the participation. And this quality is present in a lot of long-form tumblr memes. Colour theory, urban gothic (short lived but glorious), hawkeye initiative (short lived but glorious), making shitpost arguments into shakespeare, @theshitpostcalligrapher (excuse the tag) and other shitpost calligraphy. A lot of these memes are about taking silly things seriously. And even passively reblogging these memes are about participation. "I can take this seriously too." Or, in Goncharov's case, "yeah I'll help collectively gaslight the internet".
Another big part about sharing it isn't about how funny the joke is, but how impress you are with the effort. As an audience you can feel the love artists/musicians/writers put into their Goncharov fanwork, and can't help but have respect.
This same logic goes for how coffeeshop fics are fun to write, but they aren't funny. The charm for the reader is that someone loved these characters as much as you did.
In contrast, when you look at viral tweets, they're often one-shots. They're very funny and witty but you don't tend to get the same degree of repetition and variations. Because twitter is built for consumption and snappier participation, and the increasingly algorithm-driven navigation makes content more competitive, which means quality lies in individual tweets, and not in the whole phenomenon.
tldr; Tumblr memes/jokes are about how fun they are to make/share. Twitter jokes are about how fun they are to consume.
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