uni-leipzig-open-access/json/fcomm.2022.1027014

{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2023,12,30]],"date-time":"2023-12-30T07:59:39Z","timestamp":1703923179533},"reference-count":92,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2023,1,4]],"date-time":"2023-01-04T00:00:00Z","timestamp":1672790400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Commun."],"abstract":"<jats:p>Internet memes are an integral part of social media communication and a popular genre for humorous engagement in online political discourses. A meme is a collective of multimodal signs that refer to each other through shared formal, content-related, and\/or stance-related characteristics and can be recontextualized on different levels: (1) language, (2) mode of presentation, and (3) humor. In this paper, we examine the perceptions and effects of recontextualization in image macros\u2014the most prominent meme subgenre. Two between-subjects online experiments from Austria offer a holistic approach to meaning-making through multimodal recontextualization in political image macros. The first experiment explored the perception of language variety and its effects on users' intentions to forward a humorous image macro. The second experiment further investigated the effects of a political message's language variety, mode of presentation, and humor on users' perceptions and behavioral intentions. The experiments' results indicate that perceptions and behavioral intentions are mainly affected by a political message's presentation as an image macro, while the recontextualization of language variety and humor plays a minor role. The study contributes to the growing body of knowledge on Internet memes as multimodal and recontextualizable political messages from the receivers' point of view.<\/jats:p>","DOI":"10.3389\/fcomm.2022.1027014","type":"journal-article","created":{"date-parts":[[2023,1,4]],"date-time":"2023-01-04T15:32:06Z","timestamp":1672846326000},"update-policy":"http:\/\/dx.doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":2,"title":["Effects and perception of multimodal recontextualization in political Internet memes. 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