Interest-driven social media such as Facebook become increasingly translocal arenas for social interaction. Its users engage with global processes and practices across geographical, national, ethnical, social, cultural and linguistic backgrounds. Groups, communities, fan pages and other social constellations on Facebook thus frequently represent diverse aggregates of people brought together by a certain activity, interest or project by which they create fragmented spaces with their own normative orders developing at different speeds and ways, as they are jointly negotiated and enforced by the participants themselves (Leppänen 2009). Grounded in ethnographically informed discourse-analytical perspective (Kytölä & Androutsopoulos 2012), this paper investigates how interactants intervene in an ongoing discourse upon perceived normative violations in the comment sections of a Facebook page Czechball – a local offshoot of the global geopolitical satire memes known as Countryball (or Polandball) comics. More specifically, it focuses on metapragmatic reflexivity occurring when participants engage in meta-level discussions about language use and communicative practices (Blommaert & Rampton 2011; Verschuren 2012). Such discussions highlight differential inequality since the participants differ in their normative sense as they display varying levels of access or familiarity with the historical trajectories of linguistic, semiotic and discursive resources that constitute the multimodal make-up of memes in question and their particular contexts. Finally, the present work attempts to give a more nuanced account of social cohesion in online memetic environments and their largely unpredictable and often heteroglossic communicative dynamics.