Abstract. Th is article argues for a clearer framework of internet-based "memes". Th e science of memes, dubbed 'memetics' , presumes that memes remain "copying units" following the popularisation of the concept in Richard Dawkins' celebrated work, Th e Selfi sh Gene (1976). Yet Peircean semiotics and biosemiotics can challenge this doctrine of information transmission. While supporting a precise and discursive framework for internet memes, semiotic readings reconfi gure contemporary formulations to thenow-established -conception of memes. Internet memes can and should be conceived, then, as habit-inducing sign systems incorporating processes involving asymmetrical variation. So, drawing on biosemiotics, Tartu-Moscow semiotics, and Peircean semiotic principles, and through a close reading of the celebrated 2011 Internet meme Rebecca Black's Friday, this article proposes a working outline for the defi nition of internet memes and its applicability for the semiotic analysis of texts in new media communication.