Indrek Kiisler highlights the troubling emergence of separatist memes related to the 'Narva People's Republic', which have gained a foothold on social media despite their initially marginal nature. The blogs from the Kaitseliit volunteers, notably Propastop, have significantly amplified these memes, reaching tens of thousands of readers, far beyond their initial few dozens of followers. The role of the media and direct involvement from the Prime Minister have further contributed to this phenomenon, eliciting concern over the potential normalization of such fringe movements.

The article describes the peculiar nature of these memes, which are largely amateurish and lacking in any semblance of seriousness. They have been shared primarily on platforms like Telegram, popular among Russian-speaking individuals, with many accounts attracting only a handful of followers but creating content that nonetheless garners attention. Kiisler critiques that the posts are composed of poorly stitched-together images and childish text, suggesting that they are not credible attempts at establishing a separatist narrative and should not be taken seriously.

Ultimately, Kiisler argues that such memes feed into a broader trend of nonsensical content circulating on the internet, which many people have learned to disregard. Highlighting the absurdity of this phenomenon, Kiisler calls on the audience to remain vigilant and not give credence to these fringe efforts, as they pose a risk of escalating tensions in the region and inviting unwarranted focus from both local and international observers.