Levering on the influence and use of social media in students' perception of learning mathematics, this project has a twofold purpose: the research aim is to contribute in breaking away from the idea that digital culture can be considered as opposed to school culture, investigating the epistemic and didactical affordances of mathematical Internet memes, combined with Augmented Reality technology. The coupled educational aim is to cultivate classroom discourse and maximize linguistic and cognitive meta-awareness in high school students. The project is a work in progress of which this paper presents the theoretical background used to frame the study, the results of a first exploratory teaching experiment - conducted with a group of 24 students attending the 12th grade of Liceo Scientifico in Milan - and the methodology and the next steps of the study.