Are memes in control of us? Of course not; unless one as an individual give up independent thinking for oneself and just following whatever popular memes and other internet fads are.
A key in retain an independent mind is critical thinking. Do not simply accept what you read or see online or on TV. Think for yourself and think deeper on what is being presented and why it is presented in such a way. A perfect example is the ads by tobacco companies trying to make you think that smoking is cool. It is not and it is bad for your health.