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The online universe is fascinated by photos of absolute units. Whether it’s gigantic horses, chonky cats, or exceptionally huge plants, it’s hard to deny the inexplicable allure of this meme. And as netizens' obsession with comically oversized items seems to be beyond anything at this point, let's take a look at the origin of this amusing artifact, shall we?
The internet meme database Know Your Meme stated that the first absolute unit meme was born on December 13, 2017, when a Twitter user who went by the handle @mrreptoid wrote, "In awe at the size of this lad. Absolute unit," with regards to a photo of British hotelier David Morgan-Hewitt standing next to the late Queen of England.
Although the tweet quickly caught on with many people using it widely to caption their own pictures, everything took off in 2018 when the Museum of English Rural Life tweeted a photograph of ram with the title: "Look at this absolute unit." Adam Koszary, the museum’s program manager who submitted the tweet, gained over 98k likes and more than 27k retweets in the next couple of days.
Now, over 1.3 million members of the 'Absolute Units' community get to enjoy this adorable phenomenon daily.
But what makes this meme that pokes fun at objects that are comically and abnormally out of proportion to their surroundings so entertaining to us? To gain more insight on the topic from an expert, we reached out to Bradley E. Wiggins, Ph.D., an associate professor and department head of Media Communications at Webster Vienna Private University. Wiggins is a renowned author of The Discursive Power of Memes in Digital Culture, and his research interests also include digital semiotics and strategic communication.
As Wiggins is about to give an invited keynote talk entitled Research Memes: Challenges, Pitfalls, and Opportunities at the Digital Research Data and Human Sciences (DRDHum) 2022 at the University of Jyväskylä, he was more than happy to share his thoughts on the matter.
Professor Wiggins explained that the shape of the animal or object doesn’t really have much importance when it comes to the draw of the meme. "But the placement of the shape in contexts where it is reasonable to be surprised makes sense that it has become so memorable."
"In other words, I think the point is really about a bit of surprise and delight together with some sense of familiarity with the content that makes it so memorable," he told Bored Panda.
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Interestingly, while many of us perceive the absolute unit as a common internet joke, Wiggins explained this is not the correct term to use in this scenario. And to those of you reading this article right now and scratching your head from confusion, the professor explained that a meme and a joke aren’t the same thing.
It turns out that structurally, they are closely related, but there’s a slight disparity that internet aficionados should be aware of. "One chief difference is the visual component offered by the meme," Wiggins said.
"The visual component gives context and meaning to the viewer, and the viewer's job is to laugh at it or be otherwise triggered (positively or negatively) and this can cause sharing, re-posting, etc. The choice to do this may be rooted in the desire to connect with others in impersonal ways. This is what social media, ironically, has taught us all to do, rather well actually."
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Moreover, it’s easy to be amused by something we wouldn’t otherwise see in our daily lives. "Encountering the absolute unit meme, or perhaps memes like it, online means some degree of 'taking us out of the ordinary', but it also suggests a longing, perhaps even a kind of yearning for something new to laugh about," Wiggins added. "Again, this may well be a side effect of social media."
This can even tell a few things about us as human beings. After all, memes are known as the perfect attention trap that captures our attention and doesn’t let it go. Feeling sick and tired of the people and the world around us, we often seek these tightly packaged chunks of information to find relief and unwind from our daily troubles.
Professor Wiggins explained that when we succumb to the mindless scroll and look at our screens endlessly, whether standing in queues, waiting for appointments, or simply having nothing else to do, "we become transfixed by content that is largely designed for attention-grabbing and retention."
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