The Internet is a viral image disseminator-generator. Its enormous, nearly instantaneous “traffic” of imagery is in a state of constant flux. This is a major challenge for visual cultural analysis. We don’t have effective tools for analyzing it, especially when it comes to the transmission, transformation, and migration of meanings. Software tools may help to visualize “Big Data” but shed little light on issues of semantics. Yet, as Erkki Huhtamo will illustrate, media archaeological topos analysis can grant us insight into this transformative cultural sphere.