This book systematizes the theoretical knowledge and practical skills of using memes as an information policy tool. The dissertation and two dozen scientific publications underlying it have been supplemented and adapted for the general public. It will become an assistant for specialists in the field of media, political technologies, online communications and readers of related professions. The author, Ivan Kuznetsov, an international journalist and producer working in Russia and Italy, talks about how to control the audience with the help of viral information and brings the reader closer to the answer to the main question: what are memes?