Crossword Genius

Many a viral post (4)

Ross

I believe the answer is:

meme

(Other definitions for meme that I've seen before include "Cultural feature passed on by imitation" , "Concept that spreads rapidly on the Internet" , "Cultural belief that assumes a life of its own" , "Often trite image" , "Behavioural trait" .)

I've seen this clue in the LA Times and The New York Times.
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