Viralidade intertextual e repertórios vernaculares: Memes da internet como objetos conectando diferentes mundos on-line

Maria Carolina Zanette, Izidoro Blikstein and Luca M. Visconti

RAE - Revista de Administração de Empresas, 2019, vol. 59, issue 3

Abstract: This work describes the trajectory of Internet memes, their main characteristics, and their relationship with the fields of virality literature and cultural production research. We explore the historical trajectory of internet memes and identify their constitutional features (vernacularism, virality, and intertextuality). We also propose that memes are objects that act as provocateurs; this is because they are carriers of meaning that reflect the repertoires of closed communities. However, they acquire new reflected repertoi­res in the process of being transmitted intertextually among consumers. As such, this work both clarifies the intertemporal and logical interdependencies between online cultural production and virality, as well as unveil the linking power of vernacular backgrounds and shared expressive practices (in our context, elaboration of common memes) for online consumer collectivities.

Date: 2019
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