Companies use humor and memes in advertising to speak the same language with consumers and improve communication. The meme is like a good joke: everyone understands it. Drawing on the study of 448 Russian consumers, the authors reveal the degrees of influence of such factors as entertainment, informativeness and irritation on the value of video advertising with memes. All the three factors influence the advertising value, with informativeness of advertising being of highest influence. The set of factors and degrees of influence depend on consumer's readiness to accept innovations. The innovators are influenced by two factors out of three - informativeness and entertainment, where the latter influences the innovators most. Irritation has no influence on advertising value altogether. Advertising designers and companies can use the findings to predict the changes in advertising value based on the changes in the factors of advertising perception.
The tendency to reduce electoral activity is one of the acute problems in the sphere of political relations. This trend can be observed not only in the countries of the new, but also in the "old" democracy. Models of economic and political behavior are changing with the development of the information society. People spend more and more time in social networks, plunging into virtual reality, going away from problems of social reality or first-order reality. The problem of using Internet memes in election companies is studied here. This phenomenon has emerged relatively recently and represents a new tendency in modern politics. The main ideas of the theory of memes and the practice of their use in modern politics are briefly described in the article. ; В сфере политических отношений одной из острых проблем является тенденция к снижению электоральной активности. Эта тенденция наблюдается в странах не только новой, но и «старой» демократии. В условиях развития информационного общества меняются модели экономического и политического поведения. Люди все больше времени проводят в социальных сетях, погружаясь в виртуальную реальность, абстрагируясь от проблем социальной действительности или реальности первого порядка. В статье рассматривается проблема использования интернет-мемов в избирательных компаниях. Данная тенденция возникла относительно недавно и представляет собой новый тренд в современной политике. Кратко изложены основные идеи теории мемов и прослежена практика их использования в современной политике.
The article is devoted to the analysis of the pragmatics and semiotics in the productive comic genre of digital communication – the political meme. The empirical material consists of actual internet heterogeneous texts, created after the publication of Alexei Navalny's film "Palace for Putin". The comic content is viewed as a way of defusing the public tension of the sanctioned protest, an instrument for interpreting and discussing current social reality, as well as a method of demonizing a political subject "them". The research assumes multimodality of the media environment and its products. It considers verbal, iconic and metagraphic ways of realizing the pragmatic intentions of the participants in the communication process. The author examines the initial situation (proto situation) that caused a communicative reaction of the internet users in the form of memes, analyzes the essence of a political meme as a heterogeneous text. The article describes the structural organization of memes, the syntactic and semantic relations of the verbal and iconic parts, as well as the use of intertextuality to concisely and expressively transmit new meanings. ; The article is devoted to the analysis of the pragmatics and semiotics in the productive comic genre of digital communication – the political meme. The empirical material consists of actual internet heterogeneous texts, created after the publication of Alexei Navalny's film "Palace for Putin". The comic content is viewed as a way of defusing the public tension of the sanctioned protest, an instrument for interpreting and discussing current social reality, as well as a method of demonizing a political subject "them". The research assumes multimodality of the media environment and its products. It considers verbal, iconic and metagraphic ways of realizing the pragmatic intentions of the participants in the communication process. The author examines the initial situation (proto situation) that caused a communicative reaction of the internet users in the form of memes, ...
Today internet memes have their specific role in the organization process of political communication. Internet memes are based on the visual and verbal perception of people and are aimed to describe and interpret certain situations in social life. In Armenia, internet memes are widely used by social network users as an instrument of political communication. Their specificity and uniqueness are due to the mechanisms of their formation, actualizing, and distribution. Nowadays, it is relevant to study Internet memes as an effective instrument of political communication. The article analyzes the essence of this communication phenomenon, theoretical approaches to its interpretation, and identifies specific features of political Internet memes, the possibilities of their typology and classification. ; Այսօր համացանցային մեմերը հատուկ դեր ունեն քաղաքական հաղորդակցության կազմակերպման գործընթացում: Համացանցային մեմերը հիմնված են մարդկանց վիզուալ և խոսքային ընկալումների վրա և կոչված են նկարագրելու ու մեկնաբանելու հասարակական կյանքի որոշակի իրավիճակներ: Հայաստանյան հասարակությունում ինտերնետ մեմերը լայնորեն կիրառվում են սոցիալական ցանցերի օգտատերերի կողմից որպես քաղաքական հաղորդակցության գործիք: Նրանց առանձնահատկությունը պայմանավորված է ձևավորման, արդիականացման և տարածման մեխանիզմներով: Ժամանակակից գիտության շրջանակներում համացանցային մեմերի՝ որպես քաղաքական հաղորդակցության արդյունավետ գործիքի ուսումնասիրությունը բավականին արդիական է: Հոդվածում վերլուծվում են հաղորդակցական այս երևույթի էությունը, դրա մեկնաբանման տեսական մոտեցումները, առանձնացվում են քաղաքական ինտերնետային մեմերի առանձնահատկությունները, դրանց տիպաբանության ու դասակարգման հնարավորությունները: ; Сегодня интернет-мемы играют особую роль в процессе организации политической коммуникации. Интернет-мемы основаны на визуальном и вербальном восприятии людей и предназначены для описания и интерпретации определенных ситуаций в социальной жизни. В Армении интернет-мемы широко используются пользователями социальных сетей как инструмент политической коммуникации. Их специфика и уникальность обусловлены механизмами их формирования, актуализации и распространения. В настоящее время актуально изучение интернет-мемов как эффективного инструмента политической коммуникации. В статье анализируется сущность этого коммуникативного феномена, теоретические подходы к его интерпретации, а также определяются особенности политических интернет-мемов, возможности их типологии и классификации.
Due to the combination of verbal and graphic components, Internet memes possess a powerful manipula-tive potential and are widely used in political communication. Conceptual metaphor is one of the tools for manipulating the conscience of the audience. This article discusses linguistic and graphic means of discrediting British opposition leader Jer-emy Corbyn on the basis of Internet memes in the British media and analyzes the most frequent metaphoric models used for the representation of the politician. ; В статье на материале англоязычных интернет-мемов рассматриваются наиболее частотные метафорические модели, используемые для репрезентации британского лидера оппозиции Джереми Корбина.
The author looks at the linguistic and cultural legacy of the 1917 October revolution through the prism of the meme theory. Memes are reproducible and replicable units of cultural information that evolve in the process of inter-generational transfer - similar to genes that transfer biological information. The article analyzes transformation and evolu-tionary paths of content and evaluative components of such memes as "storming of the Winter Palace", "April theses", "gun salvo of the Aurora" and "Kerensky". Although memes can exist in collective memory in many different forms, the article pays particular attention to the verbal expression of these memes, since it is only the reproduction of memes through lan-guage that makes them truly universal. ; В статье рассматривается языковое и культурное наследие Октябрьской революции сквозь призму теории мемов.
В статье рассматривается роль интернет-мемов в реализации технологии "мягкая сила". ; Today, the current digital space is a source of information and emotions, a way of communication, a platform for self-expression and performs many other functions. The study of social activity in a virtual environment is becoming an important and urgent task. A significant number of tools for influencing the "right" target audience are being formed and actively used on the Internet. Because of the insufficient formation of critical thinking, young people can easily fall prey to provocations organized by manipulating images and meanings through the use of soft-power technology. The protests observed in many regions of Russia today are caused not so much by active calls for aggressive behavior, as by a soft, unobtrusive, implicit, but consistent influence on the addressee's consciousness. The purpose of this research is to develop the conceptual apparatus necessary to describe the concept of soft power in the aspect of studying the ways of world modeling of young people, as well as to determine the role of Internet memes in the implementation of the soft power technology. It is noted that soft power, initially considered on an international scale, also manifests itself in the intra-national cultural and political space, therefore it can be used to create an idea, consolidating society, as an axial factor of development. In this regard, it becomes clear why young people frequently turn to Internet memes, which have become a popular language of communication among them.
Internet memes are defined as the main structural unit of the modern media space (A. Kvyat), possessing a high persuasive potential. They are viewed not only as an instant reaction of users to events but also as a way of expressing political opinion. The aim is to analyse the metaphorical creation of vertically oriented relations in digital political discourse using the example of a corpus of memes on the theme of the meeting of Presidents Putin and Lukashenko in Sochi in 2020. We interpret the meme as an elaborate semantic complex capable of instant replication, usually of verbal-iconic expression, referring to different spheres-sources that the communicant must identify. In this regard, a high intertextual density of Internet memes is their constitutive feature, and the key requirement for their adequate perception is the general apperception base of the communicants and the recipient's ability to see the cultural signs embedded in the meme. When comprehending complex international relations in political memetics, the conceptual metaphor of vassalage is actualized. To solve the research problems, the methods of interpretive and intersemiotic analysis, the main provisions of the theory of conceptual metaphor by J. Lakoff and M. Johnson, as well as the theory of conceptual integration (blending, or conceptual amalgams) by G. Fauconnier and M. Turner are used. The emphasis is on considering the iconic component. As a result of the research, the slots of the amalgam "Lukashenko is Putin's vassal" represented by memes were identified and described taking into account the connections of this metaphorical construct with other fragments of the collective cognitive space. The seme of "subordination and dependence" that gave rise to the conceptual amalgam is explicated through the integration of the sphere of politics with the conceptual spaces of other asymmetric relations (family, feudalism, love relationship). When analysing the corpus of memes, their characteristic property – the realization of valence – was clearly revealed. Due to their topicality, anonymity and prevalence, Internet memes are an indicator of public sentiment and a means of forming the mental attitudes of society. ; Memy internetowe są definiowane jako główna jednostka strukturalna współczesnej przestrzeni medialnej (A. Kwiat), posiadająca wysoki potencjał perswazyjny. Postrzegane są nie tylko jako natychmiastowa reakcja użytkowników na wydarzenia, ale także jako sposób wyrażania poglądów politycznych. Celem artykułu jest analiza metaforycznego kreowania relacji "pionowych" w cyfrowym dyskursie politycznym na przykładzie korpusu memów na temat spotkania prezydentów W. Putina i A. Łukaszenki w Soczi w 2020 roku. Mem interpretuję jako złożony kompleks znaczeniowy zdolny do natychmiastowej replikacji, zwykle o wyrazie werbalno-ikonicznym, odnoszącym się do różnych sfer-źródeł, które adresat musi zidentyfikować. W tym aspekcie wysoka intertekstualna gęstość memów internetowych jest ich cechą konstytutywną, a kluczowym wymogiem ich adekwatnej percepcji jest wspólna baza apercepcyjna komunikujących się i zdolność odbiorcy do dostrzegania znaków kulturowych w memie. W refleksji nad złożonymi relacjami międzypaństwowymi w memetyce politycznej aktualizuje się konceptualna metafora wasalstwa. Do rozwiązania problemów badawczych zastosowano metody analizy interpretacyjnej i intersemiotycznej, główne założenia teorii metafory pojęciowej G. Lakoffa i M. Johnsona, a także teorii integracji pojęciowej (amalgamatów pojęciowych) G. Fauconniera i M. Turnera. Nacisk jest położony na analizę komponentu ikonicznego. W wyniku badań zidentyfikowano i opisano sloty amalgamatu "Łukaszenka wasalem Putina" reprezentowane przez memy, z uwzględnieniem powiązania tego metaforycznego konstruktu z innymi fragmentami zbiorowej przestrzeni kognitywnej. Sem "podległości i zależności", który spowodował kreację amalgamatu pojęciowego, eksplikuje się poprzez integrację sfery polityki z konceptualnymi przestrzeniami innych asymetrycznych relacji (rodzina, feudalizm, związek miłosny). Analiza korpusu memów wyraźnie wykazała ich charakterystyczną właściwość – realizację walencji. Ze względu na aktualność, anonimowość i skalę rozpowszechnienia memów internetowych można je traktować jako wskaźnik nastrojów publicznych i sposób kształtowania mentalnych postaw społeczeństwa. ; Інтэрнэт-мэмы з'яўляюцца асноўнымі структурнымі адзінкамі сучаснай медыяпрасторы (А. Квят), яны валодаюць высокім персуазіўным патэнцыялам. Мемы разглядаюцца не толькі як імгненная рэакцыя карыстальнікаў на падзеі, але і як спосаб выказвання палітычных поглядаў. Мэтай артыкула з'яўляецца аналіз метафарычнай крэацыі вертыкальна арыентаваных адносін у віртуальным палітычным дыскурсе на прыкладзе корпуса мемаў на тэму сустрэчы прэзідэнтаў У. Пуціна і А. Лукашэнкі ў Сочы ў 2020 г. Мем разглядаецца намі як здольны да імгненнай рэплікацыі складаны сэнсавы комплекс вербальна-іранічнага выказвання з адсылкай да розных сфер і крыніц, якія камунікант мусіць распазнаць. У сувязі з гэтым высокая інтэртэкстуальная шчыльнасць інтэрнэт-мемаў з'яўляецца іх канструкцыйнай прыкметай, а ключавым патрабаваннем да іх адэкватнага ўспрыняцця – наяўнасць агульнай аперцэпцыйнай базы камунікантаў і здольнасць адрасата бачыць культурныя знакі, закладзеныя ў меме. Пры асэнсаванні складаных міждзяржаўных адносін у палітычнай мематыцы актуалізуецца канцэптуальная метафара васалітэту. Для вырашэння задач нашага даследавання выкарыстоўваюцца метады інтэрпрэтацыйнага і інтэрсеміятычнага аналізу, асноўныя палажэнні тэорыі канцэптуальнай метафары Дж. Лакофа і М. Джонсана, а таксама тэорыі канцэптуальнай інтэграцыі (блэндынга альбо паняційных амальгам) Ж. Факанье і М. Тэрнэра. Націск кладзецца на разгляд іранічнага кампанента. У выніку даследавання былі вылучаны і апісаны слоты прадстаўленай мемамі амальгамы "Лукашэнка – васал Пуціна", з улікам сувязі дадзенага метафарычнага канструкта з іншымі фрагментамі калектыўнай кагнітыўнай прасторы. Канцэптуальная амальгама народжаная семай "падпарадкавання ізалежнасці" эксплікуецца пры дапамозе інтэграцыі палітычнай сферы з канцэптуальнымі прасторамі іншых асіметрычных адносін (сям'і, феадалізму, любоўных сувязяў). Падчас аналізу корпуса мемаў выразна выявілася іх характэрная ўласцівасць – рэалізацыя валентнасці. У сілу сваёй актуальнасці, ананімнасці і распаўсюджанасці інтэрнэт-мемы з'яўляюцца індыкатарам грамадскіх настрояў і сродкам фарміравання ментальных установак соцыуму.
Today the military should master a new approach to the conduct of hostilities based on the alternative thinking when using new elements of military-political power. It is necessary to use alternative thinking, one of which is a meme, in order to influence the ideological sphere of eventual enemies in order to gain an advantage in the ideological metaphysical battle. Memes are new tools for winning war. In this article we examine memetic warfare as an instrument used to divide the society, so we explain the root causes of the emergence and use of pathogenic memes, socalled mind viruses, which are actually difficult to eliminate. Therefore, in order to successfully fight on the battlefields of future, we must have professionals creating memes. Armenia must recognize the growing need for new fighters in ideological warfare ready to create memes with a powerful weapon effect. Competition is at all levels and people need to develop faster both mentally and physically, than their rivals, to be successful. Natural selection must take place not only in a genetic but also in a memetic environment. Now armed struggle has received new tools - memes, which become weapons with the advent of high-precision digital media technologies and declare a memetic war. Memes have radically changed our world and not to change anything in military affairs and not to work on strengthening the memetic power - this means to ignore the law of dependence of the forms and methods of the armed struggle on the forces and means of its conduct. Moreover, this may lead not to the disappearance of the law, but to the disappearance of those who ignore the law. Compliance with the laws of warfare is a key factor in achieving victory on all battlefields, present and future. ; Արդի ժամանակաշրջանում զինվորականները պետք է տիրապետեն պատերազմի նոր մոտեցմանը՝ հիմնված այլընտրանքային մտածողության վրա՝ ռազմաքաղաքականուժի նոր տարրեր օգտագործելու համար։ Գաղափարական-մետաֆիզիկական ճակատամարտում առավելություն ստանալու և ապագա թշնամիներիգաղափարական ոլորտի վրա ազդելու ...
The article shows tendencies of development of the Internet during the last decades in a whole world generally and particularly in Russia. Against the background of the rapid development of the Internet social media as one of the main channel of modern communication also grow their popularity. Therefore, in this article, Internet users are considered by the author as participants of political communication in the described media space. While the role of visual information is increasing, political humour becoming one of the main ways of political communication at this stage of development of media communications, and political humour itself acquires specific forms and ways of expression.
В статье сформулированы основные вербально-иконические механизмы воздействия технологии "soft power", реализуемые посредством политизированных интернет-мемов, активно фигурирующих в социальных сетях. ; This article formulates the main verbal-iconic manipulative mechanisms of the soft power technology, realized via politicized Internet memes that are actively featured on social networking sites.
The review of the most noticeable art actions of the Russian political discourse for the last 20 years is offered in the article. An attempt to discover correlation between political life dynamics and art metaphors articulated in public space is made. ; В статье предложен обзор самых заметных арт-акций политического дискурса России за последние 20 лет. Предпринята попытка провести корреляцию между динамикой политической жизни и артикулируемыми в публичном пространстве арт-метафорами.
Рассматривается процесс формирования новой междисциплинарной науки – меметики, объектом исследования которой являются исторические, культурные, политические, социальные, кономические и иные типы мемов. Анализируются взаимоотношения меметики с социальной наукой. Обосновывается вывод о том, что меметика становится тем направлением социальной семиотики, которое связывает ее с различными видами семиотических исследований (биосемиотикой, киберсемиотикой, политической семиотикой, семиотикой культуры, экономической семиотикой и др.). ; The process of formation of a new interdisciplinary science – memetics, which studies historical, cultural, political, social, economic and other types of memes is considered in the article. The interconnections between memetics and social semiotics are analyzed. The conclusion is substantiated that memetics is becoming the branch of social semiotics which relates to different branches of semiotic research (biosemiotics, cybersemiotics, political semiotics, semiotics of culture, economic semiotics, etc.).
This article deals with the phenomenon of "digital anti-clericalism" in the Russian-speaking sphere of the Internet (Runet). In the context of post-secularism the claims of Russian clerical and bureaucratic elites to the ideological monopoly in the political and social life face a strong resistance from the champions of religious pluralism and preservation of a secular state. Presented here is a detailed analysis of the topics and the stylistic features of different types of anti-clerical Internet communication – a variety of political folklore (memes, demotivators, photoshopped pictures). Also traced is the connection between the modern anti-clericalism on Runet and the late Soviet counter-culture. Suggested for the first time is a classification of anticlerical and atheist websites that constitute a vital part of the Russian blogosphere.
