I remember in middle school kids would sometimes just make up random things to confuse their friends and trigger their fears of social ostracism.
A: Hey you ready for _____
B: You know it, I'm all about ____
C: What's ____?
A: He doesn't even know about ____!
B: LOL! That means he's gay!
or
A: Hey do you like <harmless thing>
B: Uh... I guess... I never really thought about-
A: That means you're gay! LOL! It's a rule we decided when you weren't there!
This is what memes are now. Except it's on a global scale and the main stream media are participating. Even presidential candidates. Do you like cartoon frogs? That means you're Riddler! LOL! It's a rule we decided because we don't like you and you like cartoon frogs.