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The power of memes: personification as a marker of psychological distance in memes about the war in Ukraine

  • Liisi Laineste

    Liisi Laineste (PhD) is Research Professor at the Department of Folkloristics of the Estonian Literary Museum. Her main research pertains to folk humor and its online manifestations, ethnic humor, visual forms of humor (e.g., caricatures and memes), digital folklore, and online communication, many of which represent an interdisciplinary angle and combine folkloristics with linguistics, psychology, sociology, and communication studies.

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    , Anastasiya Fiadotava

    Anastasiya Fiadotava (PhD) is a Senior Research Fellow at the Department of Folkloristics of the Estonian Literary Museum, Tartu. Her fields of interest include the use of humour in family communication, the spread of jokes and memes in social and mainstream media, and the reflections of current political and social issues in humour.

    , Sergey Troitskiy

    Sergey Troitskiy (PhD) is a Visiting Researcher at the Department of Folkloristics of the Estonian Literary Museum. His main research areas are humour studies, theory of cultural exclusion and frontier zones, trauma, and memory studies.

    and Guillem Castañar

    Guillem Castañar (PhD) is a Research Fellow at the Institute of Cultural Research of the University of Tartu. His research interests are related to ethnic humour and the multimodal analysis of digital humour and its role in the public sphere.

Published/Copyright: June 5, 2024

Abstract

Memes offer responsive acute commentary on controversial societal matters, providing non-violent and democratic spaces of discussion for conflicts. The paper studies memes on the war in Ukraine that spread in Eastern (Russia, Estonia, Belarus) and Western Europe (Spain). We analyze who are the main actors/characters that personify the war in the memes in these countries, how these characters are represented in memes, and what are the global and local aspects of their portrayal. Personification is seen as a marker for psychological distance of the meme-makers and sharers to the conflict.


Corresponding author: Liisi Laineste, Estonian Literary Museum, Tartu, Estonia; and University of Tartu, Tartu, Estonia, E-mail:

Funding source: The Centre of Excellence of Estonian Studies

Award Identifier / Grant number: TK145

Funding source: Source documents in the cultural process: Estonian materials in the collections and databases of the Estonian Literary Museum

Award Identifier / Grant number: EKKD65

Funding source: Narrative and belief aspects of folklore studies

Award Identifier / Grant number: EKM 8-2/20/3

About the authors

Liisi Laineste

Liisi Laineste (PhD) is Research Professor at the Department of Folkloristics of the Estonian Literary Museum. Her main research pertains to folk humor and its online manifestations, ethnic humor, visual forms of humor (e.g., caricatures and memes), digital folklore, and online communication, many of which represent an interdisciplinary angle and combine folkloristics with linguistics, psychology, sociology, and communication studies.

Anastasiya Fiadotava

Anastasiya Fiadotava (PhD) is a Senior Research Fellow at the Department of Folkloristics of the Estonian Literary Museum, Tartu. Her fields of interest include the use of humour in family communication, the spread of jokes and memes in social and mainstream media, and the reflections of current political and social issues in humour.

Sergey Troitskiy

Sergey Troitskiy (PhD) is a Visiting Researcher at the Department of Folkloristics of the Estonian Literary Museum. His main research areas are humour studies, theory of cultural exclusion and frontier zones, trauma, and memory studies.

Guillem Castañar

Guillem Castañar (PhD) is a Research Fellow at the Institute of Cultural Research of the University of Tartu. His research interests are related to ethnic humour and the multimodal analysis of digital humour and its role in the public sphere.

Acknowledgments

This work was supported by the projects Source Documents in the Cultural Process: Estonian Materials in the Collections and Databases of the Estonian Literary Museum (EKKD 65), Narrative and Belief Aspects of Folklore Studies (EKM 8-2/20/3), and Contemporary crises and their online humorous representations (EKM 8-2/23/5).

Appendix: Ukraine war memes codebook

  1. Title of the meme

    A short summary of what the meme is about as indicated by the person uploading the item, in English.

  2. Country location

    Recoded from country location as indicated by the person uploading the item:

    Russia

    Belarus

    Estonia

    Spain

  3. Link to the meme

    Link from where the meme was downloaded; only available for the authors of the article.

  4. Personification

    A list of personification targets.

    Single politicians involved in the war

    Putin

    Lukashenka

    Zelenskyy

    Shoigu

    Lavrov

    Kim

    Medvedev

    Kadyrov

    Arestovich

    Konashenkov

    Zakharova

    Gerassimov

    Peskov

    Medinski

    Nebenzya

    Makei

    Miller

    Sergey Beseda (head of FSB)

    Moskalkova

    Poroshenko

    Zalužnyi

    Geremeyev

    Single politicians not involved in the war

    Macron

    Hitler

    Biden

    Stalin

    Trump

    Pedro Sánchez

    Scholz

    Stoltenberg

    Johnson

    Yanukovych

    Kryvanosau

    Lenin

    Peter the Great

    Zhirinovski

    Right-winger (Spanish) politician

    Santiago Abascal

    Chemodanova

    Khrenin

    Fidel Castro

    Nikolay II

    Lidia Yermoshina

    Tsikhanouskaya

    George Bush

    Tokaev

    Boris Nemtsov

    Xi Jinping

    Steinmeier (President of Germany)

    Kim Jong-un

    Bandera

    Guaidó

    Helme

    Karis (President of Estonia)

    Groups of people

    Russian army soldier

    Ukrainian

    Ukrainian army soldier

    Russians

    Ukrainian farmers

    Europeans

    Russian politicians

    Russian clergy

    Belarusian army soldier

    Russian army

    Gypsy

    Russian policeman

    Russian generals

    Belarusians

    Russian programmers

    Spanish army

    Russian soldier’s mother

    Belarusian policeman

    Gay men

    Russian negotiators

    Cossacks

    Japanese

    Russian anti-war activists

    Schizophrenic

    Ukrainian politicians

    Mongolians

    Americans

    Estonians

    Refugee

    Public figures/celebrities

    Hollywood actors

    Russian celebrities

    Ovsyannikova

    Harry Potter

    Malysheva

    Pechkin

    Frodo (LoR)

    Solovyov

    Nazi (That Mitchell and Webb Look)

    Patrick Bateman (American Psycho)

    Mini-Me (Austin Powers)

    Shraibman

    Ostap Bender

    Voldemort

    Simpsons

    Ukrainian celebrities

    Balrog from Mordor

    Vinnik

    Padmé Amidala Naberrie (Star Wars)

    Anakin Skywalker (Star Wars)

    Shrek

    Mister Bean

    Shulman

    Tommy (Snatch)

    Inglorious bastards

    Yakubovich

    Stierlitz

    Professor Pleischner

    George Noyce (Shutter island)

    Igor Nazarov

    Juozas Budraitis

    Villains of Austin Powers

    Frank Castle (The Punisher)

    Kolya Lukashenka

    Ruslan Boshirov

    Alexander Petrov

    Drankel and Zhrankel (Calambur)

    And Then I Said characters

    Dr. Evil (Austin Powers)

    Bel Accueil and the Lover (Roman de la Rose)

    Dmitry Gordon

    Ivan Urgant

    t.A.T.u

    Nevzorov

    St. Peter

    Chaly

    Dud’

    Zorro

    Borat

    Tshikatilo (serial killer)

    Saints

    Bruce Willis (Die hard)

    Felonius Gru (Minions superthief)

    Jesus

    Pope

    God

    Setchin (oligarh)

    Swan lake dancers

    Yuri Gagarin

    The Office

    Masyanya

    Harald Sanders

    Chuck Norris

    Russell Crow (Gladiator)

    Solženitsen

    Klichko (boxer)

    Kim Kardashian

    Spiderman (Peter Barker glasses meme)

    Natalia Oreiro

    Kirkorov

    Sheynin

  5. Format

    Image with text

    Image without text

    Video

    Audio

    Text only

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Received: 2022-09-12
Accepted: 2023-09-04
Published Online: 2024-06-05
Published in Print: 2024-08-27

© 2024 Walter de Gruyter GmbH, Berlin/Boston

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