The language and meaning of media memes from a semiotic perspective

Autores/as

DOI:

https://doi.org/10.31637/epsir-2025-1040

Palabras clave:

Memes, Facebook, Instagram, Tiktok, humour, viralisation, social networks, semiotics

Resumen

Introduction: Memes have become a key resource for communication, making it possible to disseminate information quickly and to reach a young audience in search of specific content. This study analyses the effectiveness of memes in communication. Methodology: A quantitative and exploratory approach was used, with the technique of direct observation. Information was recorded through a form applied to a sample of 302 memes, analysing the visual elements, the message and the social, cultural or political context of each one. Results: The results show that memes generate active participation, and their effectiveness in communication depends on the relevance of the current context. Memes that reflect users' experiences have a greater impact. Discussion: The analysis reveals that memes are a powerful digital communication tool, leveraging both visual and linguistic content to connect with a broad and diverse audience on platforms such as TikTok, Instagram and WhatsApp. Conclusions: Memes are effective at communicating messages interactively, and their impact depends on the context and user experience.

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Biografía del autor/a

Juan Pablo Arrobo-Agila, Universidad Técnica Particular de Loja

PhD in Communication from the University of Huelva-Spain. Master in Educational Management and Leadership, Universidad Técnica Particular de Loja (UTPL) in 2014. His line of research is Communication and Audiovisual Culture: the image, its meaning and new audiovisual narratives. Reviewer of national and international journals. He has published scientific articles, chapters and books. His publications and research include, "ARTIFICIAL INTELLIGENCE IN SOUND NARRATIVE. A CASE STUDY", (Journal ANALISI Q2, 2022). "The role of social networks in natural disasters. The case of Facebook and the 2016 Ecuador earthquake", (RISTI Journal. WMETACOM 2021). Coordinator of the books: Horizons in the education of social communicators (2022).

Mayra Paola Gonzales Córdova, Universidad Técnica Particular de Loja

Professor of Digital Communication and Digital Journalism in the Presential and Distance Modality of the Communication Degree, Universidad Técnica Particular de Loja (UTPL), since 2006. Academic background: Bachelor's degree in Social Communication from the Universidad Técnica Particular de Loja. Master's Degree in Communication Research from the University of Navarra-Spain, PhD in Communication from the University of Navarra-Spain. From 2012 to 2014 she worked in the Communication Department. From 2014 to 2019 Coordinator of the Communication and Technologies Section of the Department of Communication Sciences at UTPL. Participation in funded research projects, including: "Map of communication in Ecuador" and "First map of Latin American Cybermedia", among others.

Patricio Barrazueta Molina , Universidad Técnica Particular de Loja

Research professor in the Department of Communication Sciences at the UTPL. Ph. D. in Communication and Journalism from the University of Santiago de Compostela. Degree in advertising from the Universidad Tecnológica Equinoccial. Professor of photojournalism and image theory at the UTPL. Researcher in photography, image, visual narratives and communication.

Citas

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Publicado

2025-01-14

Cómo citar

Arrobo-Agila, J. P., Gonzales Córdova, M. P., & Barrazueta Molina , P. (2025). The language and meaning of media memes from a semiotic perspective. European Public & Social Innovation Review, 10, 1–18. https://doi.org/10.31637/epsir-2025-1040

Número

Vol. 10 (2025)

Sección

Artículos Portada

Licencia

Derechos de autor 2025 Juan Pablo Arrobo-Agila, Mayra Gonzales, Patricio Barrazueta Molina

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