Chaoqun Xie: The Pragmatics of Internet Memes

The proliferation of networking technology has catalyzed the emergence of highly efficient and readily accessible digital transmission methods, effectively supplanting traditional communication paradigms. There has been a growing scholarly interest in the exploration of Internet memes, as evidenced by recent developments spanning diverse academic domains such as new media and communication (Milner 2016), linguistics (Aslan 2021), and anthropology (Haynes 2019).

The book edited by Chaoqun Xie can be considered a pronounced scholarly contribution to the branch of linguistic inquiry related to memes surfacing on the Internet, underscoring pragmatics. The six chapters of this book draw attention to different aspects of memes on the Internet, involving subject matters such as implied and overt meaning-making, humor, intertextuality, variation in style, and multimodal modes of interaction. According to Xie (2020), the widespread use of the Internet has significantly expanded the field of pragmatics, giving rise to “Internet Pragmatics” as a promising and distinct area of scholarly inquiry, which can be characterized as a subfield within pragmatics that primarily examines the pragmatic aspects of Internet-mediated interactions, following the European continental tradition.

The introductory section gives an account of the essence of Internet Pragmatics, providing details regarding the interconnection between Internet Pragmatics and memes as well as a succinct outline of the whole compilation. Following the opening part, Xie is reintroduced in Chapter 1 where he presents a discourse on the characteristics of memes. This discourse is advanced from a pragmatic perspective, which is strongly rooted in his earlier study. Moreover, Xie reconceptualizes the notion of memes and establishes a comprehensible distinction between memes and memes outputs. Xie further elaborates that the term “meme” encompasses a broad spectrum of elements including ideas, information, messages, beliefs, and more, serving as a unifying concept. Memes take on diverse forms such as text messages, advertising, music, and signs, which the author categorizes as “meme outputs,” emphasizing that memes possess unique characteristics that differentiate them from other content forms, while meme outputs can convey one or more messages through verbal, visual, multimodal, or musical elements (p.9).

Similarly, these memes occupy a transformational potential that can generate either advantageous or disadvantageous results. Xie implies that memes materializing on the Internet function as both stimulants and products for societal norms, emphasizing the significance of discerning the transformational effect of these memes in online exchange. It is of vital importance for individuals to be able to recognize this potential to explore digital spaces effectively. Furthermore, the study of memes via web-mediated interactions allows for the evaluation of fundamental human traits like self-awareness and comprehension of others.

The second Chapter written by Anna Piata examines a particular subset of web memes referred to as “Classical Art Memes”. Piata aims to elucidate the point of discrepancy among various modes of expression which is labeled as “multimodal stylistic humor.” These memes usually mirror the prevalent artistic styles of the medieval and ancient ages. This analysis depicts the comedic features rooted in “Classical Art Memes,” ascribing them to the purposive contrast between two apparent styles. The juxtaposition specifically surfaces from the application of vernacular language in the story along with the classical sketch, entailing a humorous effect. Moreover, the author asserts that “Classical Art Memes” offer substantiation for the notion of “multimodal stylistic humor” as the incongruousness in style surpasses various means of expression. This analysis was conducted using a limited range of “when memes,” which utilize a visual image to portray phrasal words. The findings indicate that “Classical Art Memes” employ humor as a method of transmitting emotional significance extracted by the affective content of the picture reinterpreted via linguistic features. This form of humor is intertextual and occupies a solid potential to transfer emotive meanings. The subsequent implication of these readings is a critical exploration of discernible facets of present-day society.

Chapter 3 examines the functions of narratives associated with media used in producing and circulating memes on the web, the author Bradley E. Wiggins incorporates the “Nike-Kaepernick” dispute as a case study and depicts the outcomes obtained from a critical analysis of memes surfacing on the web conducted by employing a critical discourse framework. This study dissects the visual characteristics of memes present on the Internet, solely focusing on memes as a way of interaction, producing reformed iterations also termed memes-as-responses. Before initiating the analysis stage, the author provides background knowledge on web-based memes and their relevance to pragmatics, which examines the media’s role in meme construction and circulation on online networks and provides a brief overview of Nike’s decision to include Colin Kaepernick in the commemorative “Just Do it” campaign. The author concludes that it is essential to consider the matter of ideological practice, particularly when engaging with memes that serve as civic manifestations about a political or cultural matter of significance to audiences, whether they are imagined or actively or passively involved.

In Chapter 4, Eike Diedrichsen presents a study of a five-category classification system for memes from a pragmatic and semantic perspective, focusing on the functional aspects and conventionalization. The study is formed on the critical inspection of budding and core-common grounds, drawing on the study that explores this phenomenon. The representative cases of advice animal memes and Rage Comics are provided to develop an understanding of the discussed notions. Web memes are fundamental items comprising diverse modes that are distributed via channels of assisted engagement (Milner 2016). The volume focuses on the pragmatic dimension of Internet-based memes, highlighting how they embody communicative engagement through their circulation and reception patterns. It underscores the importance of adapting traditional pragmatic concepts like “receiver design” and “common ground” to the diverse landscape of memes, given their notable contributions of originality, adaptability, and creativity within meme culture.

Besides, the author points out that the widespread use of memes is not just due to their humor. Instead of transmitting material, sharing insider knowledge about pop culture and memes is appealing for its social component (Dynel 2016). Memes enhance identification for users. According to Yus (2018), understanding the meme, comprehending the humor, and knowing the history is uplifting. Sharing cultural knowledge brings “joy of mutual manifestness” (Yus 2018: 123). The satisfaction comes from being part of a large community of users who share the same humor and are up to date on Internet trends. It develops closeness and connection.

In Chapter 5, Yaqian Jiang and Camilla Vásquez explore the localization and context-specific humor of an Internet meme. The viral meme features an external visual representation, namely the smiling face of D’Angelo Dinero, a professional wrestler hailing from the United States. This famous image has been remodeled in different visual texts, following the creation of semiotics ensembles with distinct interpretations within the local context. This assemblage is then dispensed on Chinese social media sites. A whole of 60 picture macros was subjected to examination, revealing that the composition of Dinero’s facial expression accompanied by visual allusions to different aspects of Chinese politics, culture, and social-class issues contributed to localized interpretations of the meme. The prominent textual components in the picture are in Chinese. Nevertheless, a few instances also marked the use of other languages, involving multilingual wordplay together with carnivalesque motifs. It is asserted that despite the diverse emotive interpretations of the wrestler’s expressions, there is an implicit rebellious and transgressive attitude observable in each distinctive instance. The users utilize various linguistic, visual, and cultural resources effectively to contribute to the development of meanings and in painting different perspectives.

Chapter 6, written by Monika Kirner-Ludwig, centers on the inspection of cultural and tele-cinematic constituents along with the referencing system, employed to construct intertextuality within several dimensions. The sole purpose of these approaches is to enhance the salience, exposure, and span of an ideological meme within the digital sphere. The memes surfacing on the Internet are known as an inventive mode of expressing various political points of view, perspectives as well as sets of beliefs (Ross and Rivers 2017). The circulation of memes on online sites, particularly those exhibiting political notions, has been studied extensively within interactive contexts, one instance that might be mentioned is participatory culture.

Nonetheless, there exists a noticeable lack of focus on the precise techniques through which individuals create references to political figures and events within the domain of political memes. This research primarily emphasizes the reference strategies embedded in political memes that appear on Reddit, specifically both implied and overt quotes, references, and allusions. It mainly examines the use of references from popular culture and film and their remodeling into other contextual frames. For a comprehensive understanding, consider the works of Bublitz (2015) and Gruber (2019). The study reveals that constructed speech components, when integrated and recontextualized, generate a cluster of intertextual references in political Internet memes. These references generally carry the potential to build up the significance of memes associated with politics, hence extending its span.

This anthology delves into the influence of memes on societal norms, illustrating their ability to connect disparate categories and situations, rendering it a pivotal contribution to the field of Internet meme studies. Drawing from diverse perspectives, the authors in this compendium present substantial insights that can captivate scholars of Pragmatics worldwide. Particularly noteworthy are their analyses of intricate discursive practices, encompassing concepts like intertextuality, stance-taking, humorous incongruity, multimodality, conventionalization, and common ground, offering a wealth of stimulating research avenues for those interested in exploring novel forms of online expression.

An academic examination of Internet memes provides us with a valuable lens through which to comprehend social phenomena, offering a unique opportunity to investigate the interplay between meme usage in digital communication and people’s everyday lives. The primary objective of this volume is to illuminate the deeper, perhaps less-discussed themes concealed beneath the surface of the entertaining and vibrant realm of online memes, transcending the constraints of genre, context, culture, and modality. This book holds significance for individuals with a profound inclination to explore memes, humor, and online pragmatics, as well as for those seeking critical perspectives on various forms of multimodal exchange rooted in the digital sphere. Overall, this work is an exceptional addition to the subfield of Internet Pragmatics, in particular, it offers a fresh perspective on the study of humor.