This Is Fine
what it means
The image is a dog sitting calmly in a burning room. It became the universal shorthand for denial in the face of obvious disaster.
Pretending everything is under control while things visibly fall apart around you.
the origin story
From KC Green's 2013 webcomic "On Fire", part of his series Gunshow. The first two panels were cropped out as a reaction image.
The cropped version became far more famous than the full comic, which ends much darker than the meme suggests. Green has spoken about the strange experience of watching institutions and brands use his panel to describe their own crises.
in the wild
Three deadlines, no sleep, and the printer's broken.
This is fine.
Everything's on fire and nobody's doing anything.
This is fine dog, but real.
how to use it
- Joking about coping with visible chaos
- Reacting to bad news with dark humour
- Discussing meme history
- About situations where someone needs actual help
- In professional crisis communication
- As a substitute for addressing a real problem
related terms
receipts
Community feedback
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