This Must Surely be the Way to Happiness!: Divergent “bite-size wisdoms” about Happiness in inspirational internet memes

The present study explores the contents and functions of inspirational memes addressing happiness in two cultural contexts, Finnish Italian. Inspirational are understood as a mode present-day folk wisdom conveying advice that can be easily memorized, shared applied everyday life. material consists 709 collected from Instagram Facebook 2019 (N=353 Finnish; N=356 Italian). theoretical background draws social representation theory. analysis shows similar Italian contexts. Five common themes were identified: “the self”, others”, life goal”, here & now”, pointless search”. Furthermore, within is organized around fundamental dichotomy: on one hand, built, detailed dispensed how this achieved; other building represented an unattainable goal, supporting view idea found moment. dichotomy implies emphasizes internal factors individual plays down role external circumstances achieving happiness.