Who run the world? Cats. Catlovers, cat memes, and cat languages across the Web

The paper provides an overview of the macro-isotopy ‘‘cat’’, a totemic figure disputed between the elitist and often-esoteric subculture related to the origins of Internet and the standardizedmass culture permeating social media. Due to its features, ‘‘cat’’ is a cultural unit which is easy to anthropomorphize and iconize, according to a variety of textual practices, including so-called Internet memes (lolcats) and one of the most interesting examples of sign proliferation to date: the creation of a whole new language (lolspeak) based upon systemic misspellings and mistakes.