The study of war memes as a form the born digital ephemera is significant from two perspectives: 1) The role they play in the process of media resistance as an element of the Ukrainian media landscape and its forms of information war, as memes are an indicator and regulator of internal processes of consolidation and social mobilization in Ukraine as “the eastern border of the West”. Memes are also an element of interaction with a wider international audience (as they are translated into many languages and circulate in foreign environments as part of a strategy to support Ukraine); and 2) The process of circulating meme flows as one of the most replicated forms of digital communication transforms the media landscape in a whole. The memes as the undifferentiated unity of a motionless image and text and them peculiarities are examining. This study explores media strategies opposing “Russia’s imperial ambitions” by analyzing visual practices, the unique textual techniques of mems and the comedic potential of the Ukrainian language. It investigates novel ways of “constructing” Central Europe with “the imaginary and ever-changing boundaries” through the lens of digital parameters and Baroque traditions “characterized by the predominance of the irrational and the dominant position of the visual arts” (Milan Kundera). A special place is occupied by the optics of the diversity of approaches of cultural history, visual studies, written culture, and their applications to the meme sphere.