This paper adopts the lens of social media rituals to study a new
incarnation of ritualized greetings: good morning memes. These are a popular yet
under-studied form of ritualized greeting posted every morning by social media users across
the global. Such memes feature text with a wish for the incoming day paired with elements
such as flowers, food or animals. In this paper, I focus on the ways in which these memes
construct values, broadly defined as guiding beliefs about the desirable. My analysis is
based on a sample of 414 good morning memes posted to Instagram in English and Italian. I
conducted a content analysis examining the posts for content (protagonist and background),
the main values conveyed (e.g. achievement and self-efficacy, happiness and positivity), and
their stance (serious or ironic). A preliminary analysis revealed strong consistency in the
dataset. Overall, good morning memes embed the general mandate for “politeness” that infuses
the communicative genre of greetings, transposing it in the meme format through impersonal
messages and a saccharine aesthetic. Furthermore, the memes voice a shared core of values,
namely: “Happiness and positivity” and “performative kindness.” However, the English and
Italian subsets also diverge in significant ways. The English language version of the meme
upholds the value of “achievement and self-efficacy,” possibly because of the influence of
American values on globalized social media content. Conversely, the Italian-language version
of the meme uses humor to pushback against the idea that the morning is a time to be
energetic and productive.