A new academic study examines the viral “nature is healing” memes of the COVID-19 era, revealing their complex role in critiquing mainstream environmentalism and reshaping digital culture.
At the height of the global lockdowns, surreal images — from giant ducks floating in rivers to scooters submerged in lakes — became emblematic of a viral phenomenon: the “nature is healing” meme. These digital jokes, often dismissed as superficial humor, actually offered sharp commentary on how we define nature and interpret environmental change.
A cultural response to pandemic absurdity
The recently published study, titled The bad environmentalism of “nature is healing” memes, was developed by Professor Kai Bosworth and his students at Virginia Commonwealth University. Originating from the course Nature/Culture/Justice, the project combines meme analysis with environmental theory to dissect how irony, humor, and critique coexist in digital participatory culture.
Subverting environmental clichés through humor
Rather than celebrate an imagined return to purity, these memes mock sentimental eco-narratives. The study situates them within the concept of “bad environmentalism” — a term coined by scholar Nicole Seymour — which advocates for irony over moralism in ecological discourse. Memes of swans in canals or wild animals in urban settings aren’t just jokes; they challenge the narrative that “humans are the virus” and invite us to reconsider what is deemed natural.
Why it matters in the art and culture landscape
Far from trivial, the study highlights how meme formats can carry complex ideas about race, class, gender, and environmental justice. They draw from traditions of queer camp, Black parody, and Indigenous critique, offering an emotional register beyond the usual solemnity of climate discourse. In doing so, they create space for alternative expressions of eco-political thought — and potentially, action.
A reflection of generational digital activism
The project not only analyzes memes but also reflects a shift in how younger generations engage with global crises. By blending humor with critique, these viral artifacts embody a form of resistance that is accessible, shareable, and disarmingly effective in questioning dominant narratives.
Beyond the “nature is healing” memes, other viral art phenomena have emerged, such as the enigmatic Instagram artist Fontanesi. Known for his surreal photo collages that seamlessly blend disparate scenes, Fontanesi’s work challenges perceptions of reality and digital art.
Another unique approach has garnered significant attention online: The Rise of AI Dolls: A Viral Art Phenomenon Powered by ChatGPT. Read the full article HERE.
