Data di Pubblicazione:
2021
Citazione:
Methodological Directions for the Study of Memes / G. Giorgi (ADVANCES IN KNOWLEDGE ACQUISITION, TRANSFER AND MANAGEMENT BOOK SERIES). - In: Handbook of Research on Advanced Research Methodologies for a Digital Society Advances in Knowledge Acquisition, Transfer, and Management / [a cura di] G. Punziano, A. Delli Paoli. - Hershey : IGI Global, 2021. - ISBN 9781799884736. - pp. 627-663 [10.4018/978-1-7998-8473-6.ch036]
Abstract:
The chapter proposes an empirically oriented analysis of the memetic production on Instagram. Defined
as multimodal cultural artifacts, combining visual and textual material to convey humoristic messages,
internet memes proliferate across the web, spawning new popular formats and layouts. However, many
scholars still rely on outdated conceptualisations or limited samples for their studies. To anchor investi-
gation on memes to the actual production, the research answers the questions: (1) Which meme formats
are currently circulating online? (2) How do popular meme formats convey their message? To this end,
a dataset of static images collected on Instagram was examined with qualitative visual and discourse
analysis. Findings point at the possibility to adopt a bottom-up approach to recognize and classify
memes, exploiting shared features of content and form. Furthermore, this categorization offers insights
on the most productive mechanisms of meme production: contextually, results show a tendency towards
formats that trigger identification, leveraging on relatable life situations.
Tipologia IRIS:
03 - Contributo in volume
Elenco autori:
G. Giorgi
Link alla scheda completa:
Titolo del libro:
Handbook of Research on Advanced Research Methodologies for a Digital Society Advances in Knowledge Acquisition, Transfer, and Management