The origin of the fandom behind My Little Pony: Friendship is Magic dates back to the days before the series first aired on the 10th of October, 2010: several users on the /co/ board of 4chan discussed, and built up anticipation of the series before it aired, although it wasn't until an alarmist essay being critical of the current trends of animation in general, and the fact that many were merely promotional tools to drive sales of toys in a given franchise, was then published, (and subsequently, was harshly criticised) which then lead to more anticipation being given for the series, and memes being created for the series.
When the series first aired, it went against everything the critical essay said about animation, and as a result, the brony phenomenon was born. Itself a meme, the series then generated more memes as the series progressed on: common phrases such as '20% cooler', said by athletic Pegasus character Rainbow Dash, 'everypony', '10 seconds flat', 'oatmeal' and 'eyyup' became commonplace on 4chan, and later spread further afield on the internet as the fandom expanded beyond the confines of 4chan.
Due to the fact that the series does have popular culture references that only the older audience would understand, I've noted that memes could be based on the references that are made in the series, such as the baby on the ceiling in Season 2, Episode 13 (Baby Cakes), which references the 1996 Danny Boyle classic film, Trainspotting, and Metal Gear Solid in Season 2, Episode 20 (It's About Time).
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