The Language of Memes
Patterns of Meaning Across Image and Text
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Készletünk: 1 példány
A termék adatai:
- Kiadó Cambridge University Press
- Megjelenés dátuma 2025. szeptember 11.
- ISBN 9781108844352
- Kötéstípus Keménykötés
- Terjedelem266 oldal
- Méret 235x160x19 mm
- Súly 540 g
- Nyelv angol 730
Kategóriák
Rövid leírás:
The first book-length analysis of memes from a linguistic perspective, proposing a new approach to the study of multimodal genres.
TöbbHosszú leírás:
Internet memes have been studied widely for their role in establishing and maintaining social relationships, and shaping public opinion, online. However, they are also a prominent and fast evolving multimodal genre, one which calls for an in-depth linguistic analysis. This book, the first of its kind, develops the analytical tools necessary to describe and understand contemporary 'image-plus-text' communication. It demonstrates how memes achieve meaning as multimodal artifacts, how they are governed by specific rules of composition and interpretation, and how such processes are driven by stance networks. It also defines a family of multimodal constructions in which images become structural components, while making language forms adjust to the emerging multimodal rules. Through analysis of several meme types, this approach defines the specificity of the memetic genre, describing established types, but also accounting for creative forms. In describing the 'grammar of memes', it provides a new model to approach multimodal genres.
'This book is a real treasure trove for anyone interested in the language and semiotics of new media and digital culture, especially from a cognitive perspective. It expands the scope of cognitive linguistics in the most fascinating way and takes it into the twenty-first century with new multimodal data, new concepts, and a fresh theoretical framework.' Alexander Bergs, Professor of English Language and Linguistics, Osnabrück University
Tartalomjegyzék:
Abbreviations; 1. Why study memes from the linguistic perspective?; 2. Memes and multimodal figuration; 3. Image macro memes; 4. Labelling memes; 5. Memetic grids; 6. Memetic use of personal pronouns; 7. Say, tell and be like meme constructions; 8. Embedding discourse spaces without say verbs; 9. Memetic form and memetic meaning; 10. Memetic discourse on social media platforms; 11. Memes and advertising; 12. One does not simply draw a conclusion.
Több
