Internet meme as a way to discredit the image of a politician
https://doi.org/10.18384/2310-712X-2023-3-102-109
Abstract
Aim. To analyze the Internet memes as a powerful means of mass consciousness manipulation and as a way to discredit politician’s image.
Methodology. Content and descriptive analyses served as the leading research methods. The analysis of the content side of Internet memes, selected by the method of continuous sampling, was carried out.
Results. The high pragmatic potential of an Internet meme on the sphere of the unconscious has been proved due to its figurativeness, the presence of a visual effect, and thoughtful linguistic content. It has been established that the meme imposes a certain vision of a political leader (often negative) and, due to its viral nature, contributes to the rapid spread of a discrediting effect.
Research implication. The study reveals the manipulative potential of modern media tools and their influence on political communication. The results of the present study can be used in special courses and seminars on pragmatic and political linguistics, as well as media literacy. These courses are necessary for students, because it is young people who become victims of Internet propaganda.
About the Author
D. Shipilova
Southern Federal University
Russian Federation
Russian Federation
Diana S. Shipilova – Cand. Sci. (Philology), Senior Lecturer, Department of Intercultural Communication and Methods of Foreign Languages Teaching, Institute of Philology, Journalism and Intercultural Communication
ulitsa Bolshaya Sadovaya 105/42, Rostov-on-Don 344066
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