Biography
"I didn’t know you could research that." – Guilherme’s students
“Can't tell if this is serious or a joke.” – Reviewer 2
“I still don’t know what he does.” – Guilherme’s mom
Once described as "a promising scholar of things my generation doesn’t understand” by a senior colleague, Guilherme researches internet trends and digital culture. He is particularly interested in how seemingly mundane online content — memes, aesthetics, and others things we doomscroll past half-asleep — helps people create meaning in their lives. This meaning-making may take the form of autobiographical, beauty-driven self-expression (as in the case of internet aesthetics), or jokes and highly affective TikToks that quietly channel fringe ideologies through traditionalist lifestyles and “based” memes.
Guilherme is especially drawn to moments when culture becomes uncanny, poetic, or existential: when memes are used to reflect on the passage of time; when we tweet about feeling awkward after failed interactions in an attempt to reclaim dignity; when people quietly reorganize their emotional lives and try to make sense of who they are through playlists, fandoms, or (sometimes problematic) ideologies and online communities.
His research has been published in international peer-reviewed journals including Continuum, M/C, and First Monday.
Guilherme’s PhD project explores cancel culture and contested internet trends (2023–2027). He has been a guest researcher at the University of Copenhagen and an associate researcher at KU Leuven. He has taught at the Erasmus Univeristy Rotterdam since 2020.
When not teaching or writing, Guilherme hoards browser tabs on trends that are already obsolete by the time he returns to them.
Erasmus School of History, Culture and Communication
- giolo@eshcc.eur.nl
More information
Work
- Guilherme Giolo & Giselinde Kuipers (2025) - The Humorous Construction of Time and Meaning: Memes and Temporal Sense-Making during the COVID-19 Pandemic - Time and Society - doi: 10.1177/0961463X251350931
- Guilherme Giolo , Daniel Trottier & Simone Driessen (2025) - They Not like Us: Cultural Aggregation and Ambiguous Meaning-Making in Internet Culture - Media/Culture : a Journal of media and culture, 28 (3) - doi: 10.5204/mcj.3183 - [link]
- Guilherme Giolo, Alina Pavlova, Yosha Wijngaarden & Pauwke Berkers (2023) - Handshakes and hashtags: how changing social interactions make us feel awkward - Continuum, 37 (4), 522-534 - doi: 10.1080/10304312.2023.2273758 - [link]
- Guilherme Giolo & Michael Berghman (2023) - The aesthetics of the self: The meaning-making of Internet aesthetics - First Monday, 28 (3) - doi: 10.5210/fm.v28i3.12723 - [link]
- Lénia Marques & Guilherme Giolo (2020) - Cultural leisure in the time of COVID-19: impressions from the Netherlands - World Leisure Journal, 62 (4), 344-348 - doi: 10.1080/16078055.2020.1825256 - [link]
Introduction to Economics
- Year Level
- BA-1, BA-1
- Year
- 2025
- Course Code
- CC1005