This paper considers the role of features of linguistic constructions, and features of embodied emotion, in the meaning emergence at work in internet memes. It builds on the argument that images, often showing embodied elements such as facial expressions and interactions between participants, play structural roles in meme constructions. It also aims to show how memes function as shortcuts to stance, making sometimes complex configurations of stance easily accessible to online communicators. The cultural and social construction of emotion-based stance meanings provides support, from the area of contemporary social media discourse, for a theory of constructed emotions, and at the same time the emotional resonance of memes exchanged online helps build and maintain a sense of belonging within specific social networks. In the examples analysed, special attention is paid to questions of regularity vs. innovative variation (including intertextual links between memes).