Central European Journal of Communication

Central European Journal of Communication (ISSN 1899-5101) – the official Journal of the Polish Communication Association is published twice a year.

You are here: Home > List of issues > 2016 > Central European Journal of Communication Volume 9 No 1 (16) Spring 2016 > Internet meme as meaningful discourse: towards a theory of multiparticipant popular online content 

Internet meme as meaningful discourse: towards a theory of multiparticipant popular online content 

Jakub Nowak

(Maria Curie-Sklodowska University in Lublin, Poland)

ABSTRACT: Departing from the cultural studies semiotic approach, this chapter seeks to analytically reviews shifts in roles of media users given increasingly participation-oriented media tools. Drawing upon the re-interpretation of Stuart Hall’s seminal encoding/decoding model of communication, the author proposes a theoretical concept of internet meme perceived as multiparticipant popular online content combining modalities of traditional (vertical and cultutre industry-orginated) and new (horizontal and peer-reproduced) modalities of media production and consumption. The author problematizes this concept by recontextualizing several aspects of Hall’s theory: 1) theoretical appropration of four stages of Hall’s “chain of discourse” (messages’ production, circulation, use, reproduction) to a new – highly converged – media environment; 2) ambiguous status of internet meme’s authorship; 3) new contexts for analyzing internet memes, including: online pop-culture modalities, different strategies of “old” and “new” culture industries, Intellectual Property Rights policies.

 

DOI: 10.19195/1899-5101.9.1(16).5

KEYWORDS: Stuart Hall, internet meme, popular culture, communication theory, model of communication, internet.

FULL TEXT:  Internet-meme-as-meaningful-discourse-towards-a-theory-of-multiparticipant-popular-online-content (PDF / 1.16 Mb)