V cool! Pretty fascinated by the amount of memes that are made (voluntarily?). Always wondered who are making the millions of memes flowing around the internet,

V cool! Pretty fascinated by the amount of memes that are made (voluntarily?). Always wondered who are making the millions of memes flowing around the internet, and what drives to them to put in the creative effort and roll them out. The Vox documentary on YT somewhat takes on these questions, but who these people are, their drive for this, is still mysterious to me. A bid of an odd thought, but I'm very unsure, whether offering material rewards actually will activate them more than the random voluntary model.