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What Are You Laughing At? Former Brazilian President Dilma Rousseff’s Internet Memes across Spreadable Media Contexts
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
São Paulo State University, Brazil.
2018 (English)In: Journal of Creative Communications, ISSN 0973-2586, Vol. 13, no 2, p. 85-103Article in journal (Other academic) Published
Abstract [en]

This article analyses a delimited corpus of Internet memes showcasing former Brazilian President Dilma Rousseff. The theoretical framework is based on studies of memes and Internet memes as phenomena inserted in the online dimension of transmission and cultural production, and principles of the General Theory of Systems. The methodological approach is based on the classification tools developed by Dawkins (1976) to describe memes that spread widely across the digital space (fidelity, fecundity and longevity) and the patterns developed by Knobel and Lankshear (2007) as the main characteristics that contribute to an Internet meme’s spreadability (humour, intertextuality and juxtaposition). These classification tools are applied aiming to select and analyse Internet memes that feature the Brazilian president. The goal of the article is to extract from both classification systems relevant tools for guiding understanding about how certain specific sets of memes connected to Dilma Rousseff became memorable and spreadable within the Brazilian media landscape. The result findings show that the categories and patterns applied to the analysis are not isolated and are not mutually exclusive. On the contrary, they are frequently juxtaposed, which denotes their integrated nature and coherent disposition, corroborating to clarify and identify how certain specific sets of memes spread within the media.

Place, publisher, year, edition, pages
SAGE Publications India, 2018. Vol. 13, no 2, p. 85-103
Keywords [en]
Brazil, digital literacy, Dilma Rousseff, Internet memes, spreadable media
National Category
General Language Studies and Linguistics Human Aspects of ICT
Identifiers
URN: urn:nbn:se:hj:diva-39055DOI: 10.1177/0973258618761405ISI: 000432084400001Scopus ID: 2-s2.0-85044372094Local ID: HLKÖvrigtISOAI: oai:DiVA.org:hj-39055DiVA, id: diva2:1193099
Available from: 2018-03-26 Created: 2018-03-26 Last updated: 2018-07-20Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf