Article published in:The Pragmatics of Internet Memes
Edited by Chaoqun Xie
[Internet Pragmatics 3:2] 2020
► pp. 202–222
Memes and the media narrative
The Nike-Kaepernick controversy
This article presents the results of a critical discourse analysis of internet memes. This analysis considers the highly visual nature of internet memes situated in a context of meme-as-utterance prompting other remixed versions as memes-as-responses. Prior to the analysis an orientation to pragmatics as related to internet memes is presented. Following this is an overview of memes research and a necessary discussion of the role of media narratives in the construction and dissemination of internet memes. Finally, a series of memes tweeted in response to Nike’s inclusion of former National Football League player, Colin Kaepernick, in its Just Do It anniversary campaign, serves as the corpus of analysis.
- 2.Internet memes and pragmatics
- 3.Unpacking a slippery term: Internet meme
- 4. Just Do It: The Nike – Kaepernick controversy
- 5.Media narratives and the framing of reality
Published online: 29 July 2019
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