Memes have become the collective inside jokes of digital natives everywhere.

A meme, in case you’re just tuning in, is an idea or behavior that takes hold online and spreads virally.

A small win in life makes us think of success kid. A moment of silent pontification sparks remembrance of I should buy a boat cat. And if you’re unimpressed, chances are those literate in meme-ology will think of McKayla being unimpressed.

But where do these memes come from?

An infographic from MDG Advertising has the answer. Using examples such as Kony, Gangnam Style, Mitt Romney’s binders full of women and, yes, McKayla, the infographic explains how these memes swept the digital landscape: