Well the word "meme" comes from Dawkins, but his usage was not to label the idea we talk about when we talk about memes.

I know for a fact where I'm from memes were something you'd only ever see on 4chan and people on Facebook and any other "normal" social media (or people) had no idea of what the fuck even was a meme.

I rememeber because I was like "this people are degenerates but it's fascinating the whole layers upon layers of insane meaning that they managed to cram into single pictures, I wonder if people outside this bubble would ever understand those".

And to be fair memes nowdays are rarely as "obscure" as those old ones.