Аннотация:The present research applies Cultural Discourse Studies theoretical paradigm to Internet memes and treats them as samples of using visual culture. Nowadays human discourse is being re-conceptualized as a multi- faced but integrated communicative event, which manifests social interaction using linguistic and other symbolic means and mediums in particular historical and cultural relations. The purpose of the present paper is to show the interrelationship between linguistic means (oral or written) and the contextual meaning implicitly encoded in acts of human communication illustrated by comparing and confronting groups of Russians and the Chinese.