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Article published In: The Pragmatics of Internet Memes
Edited by Chaoqun Xie
[Internet Pragmatics 3:2] 2020
► pp. 283–320

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Internet memes as multilayered re-contextualization vehicles in lay-political online discourse

 | University of Innsbruck | Tomsk State University
Published online: 25 May 2020
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https://doi.org/10.1075/ip.00055.kir
Abstract
It is well established that the internet meme has come to represent a highly creative discursive device used to “facilitate the […] communication of one’s own political beliefs, attitudes and orientations” (Ross, Andrew S., and Damian J. Rivers. 2017. “Digital cultures of political participation: Internet memes and the discursive delegitimization of the 2016 U.S Presidential candidates.” Discourse, Context & Media 161: 1–11. Google Scholar logo with link to Google Scholar: 1). Although internet memes and political internet memes in particular have been addressed to many communicative situations such as participatory culture (e.g., Jenkins, Henry. 2006. Convergence Culture: Where Old and New Media Collide. New York: New York University Press.Google Scholar logo with link to Google Scholar; . 2014. Memes in Digital Culture. Cambridge: The MIT Press.Google Scholar logo with link to Google Scholar; Theocharis, Yannis. 2015. “The conceptualization of digitally networked participation.” Social Media + Society 1(2): 1–14. Google Scholar logo with link to Google Scholar), one aspect that has not been paid enough attention to concerns the forms in which users refer to individual political figures and events in political memes. This being said, the present paper focuses on referring strategies (see Kirner-Ludwig, Monika, and Iris Zimmermann. 2015. “Quoting and plagiarising – Concepts of both now and then?” In The Pragmatics of Quoting Now and Then, ed. by Jenny Arendholz, Wolfram Bublitz, and Monika Kirner-Ludwig, 291–318. Berlin: Mouton de Gruyter. Google Scholar logo with link to Google Scholar; Kirner-Ludwig, Monika. 2020. “Creation, dissemination and uptake of fake-quotes in lay political discourse on Facebook and Twitter.” Journal of Pragmatics 1571: 101–118. Google Scholar logo with link to Google Scholar) as employed in political internet memes on Reddit, including direct and indirect quotes, citations and allusions. A specific focus is going to be on such political internet memes that employ pop cultural and telecinematic reference points and recontextualize them from their original into new target contexts (see Bublitz, Wolfram. 2015. “Introducing quoting as a ubiquitous meta-communicative act.” In The Pragmatics of Quoting Now and Then, ed. by Jenny Arendholz, Wolfram Bublitz, and Monika Kirner-Ludwig, 1–16. Berlin: Walter de Gruyter. Google Scholar logo with link to Google Scholar; Gruber, Helmut. 2019. “Genres, media, and recontextualization practices: Re-considering basic concepts of genre theory in the age of social media.” Internet Pragmatics 2(1): 54–82. Google Scholar logo with link to Google Scholar). As shall be shown, practices such as combining constructed speech elements into recontextualized elements in political internet memes create multiple intertextual references that may enhance visibility, saliency and, thus, the ‘lifetime’ of a political meme.
Article outline
  • 1.Objectives and focus of this paper
  • 2.Literature review
    • 2.1Internet-enabled ‘participatory culture’ and lay-political discourse
    • 2.2Recontextualization of political contents through memetic discourse, or: On the “Memeification of politics”
    • 2.3Enhanced intertextuality through pseudo-references and pop culture references in PIMs
  • 3.Data and methodology
  • 4.Analysis of samples
    • 4.1Explicit and implicit references to current US politicians
    • 4.2Telecinematic and pop cultural components in the PIM data
    • 4.3Levels and types of constructed and quoted speech in PIMpops
  • 5.Conclusion
  • Acknowledgements
  • Notes
  • References
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