Tawsif Tashwar Dipto, Mehedi Ahamed, Radib Bin Kabir +5cs.CL cs.CV
Meme understanding goes beyond recognizing visual content or literal text; it requires implicit cultural knowledge and pragmatic inference that most vision-language models still lack. We introduce MemeCULT-1K, a multilingual benchmark of 1,000 South Asian memes in Bengali, English, and Hindi, where each meme is paired with a cultural context note and three human-written explanations, along with a supplementary set of 54 Bengali regional dialect memes. We evaluate thirteen popular Vision Language Models (VLMs) under two settings: meme-only and context-aware. Providing minimal cultural context yields consistent gains across all models and languages: mean SBERT similarity improves from 44.6 to 56.4 (+11.8), BLEURT from 37.3 to 42.3 (+5.0), and LLM-as-a-Judge scores from 2.57 to 3.43 out of 5 (+0.86). Fine-grained error analysis reveals that closed-source models fail mainly on entity and reference misidentification, while open-source models are bottlenecked by broader cultural knowledge gaps, with linguistic and phonological failures proving the most context-resistant across both. These results highlight the difficulty of culturally grounded meme understanding and motivate future work on explicit cultural knowledge integration. Our dataset and code are publicly available at TawsifDipto17/MemeCULT-1K.
Many multimodal tasks depend on how visual elements are ordered and composed, not only on recognizing them in isolation. Internet memes are a compact case of this problem: their punchline often depends on a constrained reading order and cross-panel visual--textual cues. While large vision-language models (LVLMs) show strong performance on single-image understanding, it remains unclear whether they can perform sequence-aware reasoning over structured meme layouts, especially in Chinese social media. We introduce CMPM, a Chinese Multi-Panel Meme benchmark with 1,214 annotated samples covering five structural types, ordering dependency, panel-order constraints, and optional comment context. We formulate a two-layer evaluation: Task1 probes structure typing and order-sensitive panel sequencing (with a context ablation setting), and Task2 evaluates Chinese meme explanation generation with human ratings on five 1-3 Likert dimensions (visual, panel, humor, context, and faithfulness). We benchmark five representative LVLMs under a unified protocol. Results indicate that canonical-display accuracy is not by itself evidence of order understanding: the primary shuffled condition produces a sharp accuracy drop, revealing a persistent gap in order-sensitive multimodal reasoning. Task2 preferences place Gemini 3.1 Pro and GPT-5.5 above the open models, while comment context yields only a small and mixed Core4 gain. Code and data will be released upon acceptance.
Internet memes intertwine visual cues, textual content, and cultural context, making them particularly challenging to interpret in scenarios where humor, sarcasm, and harmful intent coexist. These complexities highlight the need for explainable meme understanding systems that can provide reliable and structured reasoning to support both accurate classification and human interpretability. However, existing multimodal classifiers either overlook these interdependencies or provide only limited interpretability. In this paper, we introduce MAR-12, a novel framework that leverages Vision Language Models (VLMs) for meme detection and understanding in settings where humorous and hateful elements may coexist. The framework first interprets each meme through twelve structured perspectives derived from humor and hate theories. It then applies a role-aware soft-gated attention mechanism to learn how much each perspective should contribute, followed by a prototype-based classifier for the final prediction. Finally, explanations are synthesized using both perspective-specific reasoning and learned attention weights, ensuring transparent and context-grounded justifications. We evaluate MAR-12 on the PrideMM and Memotion datasets, where it achieves up to 80.3% accuracy for humor detection and 75.9% accuracy for hate detection, outperforming state-of-the-art approaches. Furthermore, both human and GPT-4-based evaluations confirm that MAR-12 produces coherent and persuasive explanations, particularly for memes in which humorous and harmful cues co-occur.
Multimodal memes are dynamic and often require up to date background knowledge for interpretation. Existing methods often overlook such knowledge or rely on fixed parametric knowledge of pretrained models that may be incomplete, outdated, or unavailable for emerging memes. We introduce Query Retrieve Conclude, a zero shot framework that identifies missing knowledge, retrieves open web evidence, and synthesizes evidence grounded background knowledge for meme understanding and detection. We also introduce a curated meme understanding benchmark of recent memes from 2024 to 2026 with external background knowledge annotations. Experiments on three meme understanding datasets and five meme detection tasks show that our framework improves knowledge recovery, meme understanding and downstream detection over zero shot baselines.
When asked what a meme or sarcastic post means, Large Vision Language Models (LVLMs) tend to describe what the image shows rather than what the author is trying to communicate. Standard instruction tuning entangles a post's literal content with its pragmatic meaning, letting surface-level details contaminate the final response. We reframe meme understanding as a problem of literal-pragmatic decomposition and propose \textbf{Intent Projection}, a framework that separates the two signals at the representation, output, and objective levels within a single LVLM backbone. At the representation level, an orthogonal projection module removes dominant unimodal directions from the fused image-text representation, retaining only the pragmatic residual, while a surface-real affect classifier anchors the decoder with a discrete tag that names the polarity gap. At the output level, the model externalizes a structured reasoning chain, and at the objective level a contrastive reward explicitly penalizes answers that restate the literal description. Across six multimodal benchmarks, Intent Projection consistently outperforms open-source baselines and narrows the gap to proprietary models, with the largest gains on high-divergence posts where literal collapse is most damaging.