One cannot escape them, because they are everywhere. There is scarcely a day without one coming across them. They are a humorous picture, a witty message or a funny video you find on the internet. They are in our newsfeed, on our message boards or in personal messages from our friends. These sources of entertainment seem to be by now an important element of today’s web society and there is a huge number of image boards like 9gag.com, or reddit.com, which have no other purpose than satisfying our needs for these sources of entertainment. Even a growing number of newspapers have started to include this type of content in their online platforms. A term that is often used to describe this accumulation of different visual entities is the term “memes”, but this term is vague and ambiguous, and it it does not specifically say what kind of phenomena are included in it.
This bachelor thesis is an attempt to establish these phenomena labelled as memes as valuable objects for linguistic studies. It will glance at several linguistic theories and check their relevance for analysing image macros as representatives for memes in general. Finally, it will analyse image macros by using the frame semantic framework, thus integrating the former accomplished insights in one theoretic framework with only a few central terms. This will support the thesis that frame semantics is capable of describing the patterns of encyclopaedic knowledge needed in order to understand complex bimodal entities.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. The Term Meme
- 2.1. Origin and Meaning in the Context of Internet-Based Communication
- 2.2. Examples for Memes on the Internet
- 3. Image Macros as Language-Image-Texts
- 4. Communication Forms of Memes
- 5. Humour in Memes
- 6. Frame Semantics - Theory and Keywords
- 7. Analysing Image Macros with Frame Semantics
- 7.1. The Image Macro Form Frame
- 7.2. The Good Guy Greg Content Frame
- 7.3. The Humorous Attitude Frame
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This bachelor thesis aims to establish internet memes, specifically image macros, as valuable objects for linguistic study. It explores the applicability of various linguistic theories to their analysis and ultimately utilizes frame semantics as a framework for understanding these complex multimodal entities. The thesis seeks to demonstrate the efficacy of frame semantics in describing the encyclopedic knowledge required to interpret image macros. * The definition and scope of the term "meme" in internet communication. * The linguistic analysis of image macros as multimodal texts. * The communicative functions and forms of memes. * The role of humor, specifically incongruity, in memetic communication. * The application of frame semantics to analyze the structure and meaning of image macros.Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter introduces the ubiquitous nature of internet memes and their significance in contemporary online culture. It establishes the thesis's objective: to analyze image macros as linguistic objects using frame semantics. The chapter provides a brief overview of the subsequent chapters and their contributions to the overall analysis. 2. The Term Meme: This chapter delves into the origin and meaning of the term "meme," tracing its evolution from its initial conception to its current usage within the context of internet-based communication. It explores the diverse range of phenomena encompassed by the term and examines different scholarly perspectives on memes, highlighting the work of Limor Shifman as particularly relevant for a linguistic analysis. This lays the groundwork for a focused investigation of image macros as a representative memetic form. 3. Image Macros as Language-Image-Texts: This chapter leverages Hartmut Stöckl's theories on language-image-links to establish a linguistic framework for analyzing image macros. It justifies the approach of treating image macros as analyzable texts and utilizes Stöckl's categories (positioning of image and text, semantic linkage, and logical connection) to analyze a specific example of an image macro series, thereby demonstrating the analytical approach. 4. Communication Forms of Memes: This chapter shifts focus to the communicative aspects of memes, specifically image macros. It employs Christa Dürscheid's properties of communication forms to examine the communicative framework of image macros and explores whether various memetic communication forms can be grouped into families. The chapter also illustrates the tendency of memes to adapt and transform across different communication forms, demonstrating their dynamic nature. 5. Humour in Memes: This chapter explores the humor inherent in image macros, explaining it through the lens of incongruity. It utilizes Alexander Brock's model of humor, which centers on the interplay of domains, expectation, and incongruity. The chapter demonstrates the application of this model by analyzing the “Good Guy Greg” image macro series, revealing the mechanisms that generate humor in this specific memetic example. 6. Frame Semantics - Theory and Keywords: This chapter lays the theoretical foundation for the subsequent analysis by outlining the core concepts and terminology of frame semantics. It focuses on the elements most relevant to the analysis of image macros, specifically concentrating on the key terms: frame, slot, filler, and default value. This precise definition of terms ensures a consistent theoretical framework for the analysis to follow. 7. Analysing Image Macros with Frame Semantics: This chapter integrates the theoretical frameworks discussed in previous chapters into a comprehensive frame semantic analysis of image macros. It identifies key frames relevant to understanding image macros and their associated slots, building upon the insights from earlier chapters to provide a consistent and unified analytical approach. This chapter attempts to address the challenge of defining the recipient of an image macro due to its multimodal nature.Frequently Asked Questions: Analysis of Internet Memes Using Frame Semantics
What is the main topic of this text?
This text is a comprehensive analysis of internet memes, specifically image macros, using a linguistic approach. It explores the application of frame semantics to understand the structure and meaning of these multimodal communication forms.
What are the key themes explored in this text?
The key themes include the definition and scope of "meme" in online communication; linguistic analysis of image macros as multimodal texts; communicative functions and forms of memes; the role of humor (incongruity) in memetic communication; and the application of frame semantics to analyze image macros.
What is the objective of this thesis?
The thesis aims to establish internet memes, particularly image macros, as valuable objects for linguistic study. It seeks to demonstrate the efficacy of frame semantics in describing the encyclopedic knowledge needed to interpret image macros.
Which linguistic theories are applied in the analysis?
The analysis utilizes several linguistic theories, including Hartmut Stöckl's theories on language-image-links, Christa Dürscheid's properties of communication forms, and Alexander Brock's model of humor (based on incongruity). The core theoretical framework, however, is frame semantics.
How does the text define and analyze "memes"?
The text traces the origin and meaning of "meme," highlighting its evolution and diverse applications in internet communication. It focuses on image macros as a specific type of meme and justifies their treatment as analyzable texts using established linguistic theories.
What is the role of humor in internet memes according to the text?
The text explores the humor in image macros through the lens of incongruity, using Alexander Brock's model to analyze the interplay of domains, expectation, and incongruity in generating humor. The "Good Guy Greg" meme is used as a case study.
How does the text apply frame semantics to the analysis of image macros?
The text provides a detailed explanation of frame semantics, defining key terms like frame, slot, filler, and default value. It then applies this framework to analyze image macros, identifying relevant frames and slots to understand their structure and meaning. The analysis specifically addresses the challenge of defining the recipient in a multimodal context.
What are the chapter summaries provided in the text?
The text includes summaries for each chapter, outlining the specific content and contributions of each section to the overall analysis. These summaries cover introductory remarks, the definition of "meme," the analysis of image macros as language-image-texts, the communication forms of memes, the role of humor, the theoretical framework of frame semantics, and finally, the application of frame semantics to image macro analysis.
What is the structure of the text?
The text is structured in a clear and organized manner, including a table of contents, objectives and key themes, chapter summaries, and keywords. This allows for easy navigation and comprehension of the presented analysis.
- Quote paper
- Niels Brause (Author), 2016, Memes in Frame-Semantic Perspective, Munich, GRIN Verlag, https://www.grin.com/document/354247
