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Article published In:
New Developments in Relevance Theory
Edited by Manuel Padilla Cruz and Agnieszka Piskorska
[Pragmatics & Cognition 28:2] 2021
► pp. 277–298

Memes as multimodal metaphors

A relevance theory analysis

| Kingston University

In this article I analyse object labelling image macro internet memes as multimodal metaphors, taking the Distracted Boyfriend meme as a case study. Object labelling memes are multimodal texts in which users add labels to a stock photograph to convey messages that are often humorous or satirical in nature. Using the relevance-theoretic account of metaphor, I argue that object labelling memes are multimodal metaphors which are interpreted using the same processes as verbal metaphors. The labelling of the image guides the viewer in the construction of ad hoc concepts, and it is these ad hoc concepts that contribute to the overall meaning that is communicated. The analysis in this article is rooted in the relevance-theoretic claim that pragmatic interpretive processes are triggered by all and any ostensive acts of communication. I also draw heavily on Deirdre Wilson’s work on lexical pragmatics to show how this plays out in the case of a multimodal digital text. Memes, like verbal metaphors, do not require a special theory or framework. They can be understood as ostensive stimuli which trigger the search for an optimally relevant interpretation.

Keywords: internet memes, lexical pragmatics, metaphor, multimodality, ad hoc concepts, digitally mediated communication
Article outline
  • 1.Introduction
  • 2.Internet memes
  • 3.Relevance, metaphors, and internet memes
    • 3.1Relevance, ostension, and memes
    • 3.2Metaphors, relevance and ad hoc concepts
  • 4.Analysis and discussion: The case of the distracted boyfriend
    • 4.1Object labelling memes and reference
    • 4.2Object labelling memes as multimodal metaphors
    • 4.3Memes, metaphor, and meaning
  • 5.Conclusion
  • Notes
  • References
Published online: 27 June 2022
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https://doi.org/10.1075/pc.21010.sco
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