218 pages | 50 B/W Illus.
This book provides a solid, encompassing definition of Internet memes, exploring both the common features of memes around the globe and their particular regional traits. It identifies and explains the roles that these viral texts play in Internet communication: cultural, social and political implications; significance for self-representation and identity formation; promotion of alternative opinion or trending interpretation; and subversive and resistant power in relation to professional media, propaganda, and traditional and digital political campaigning. It also offers unique comparative case studies of Internet memes in Russia and the United States.
'Anastasia Denisova offers outstanding scholarship on meme creation and digital activism in the form of memes as tools of dissent. In this work we get an innovatibe approach on understanding memes as discursive weapons, solidarity-building and as carnivalesque. For those interested in political resistance and the use of digital means in authoritarian and increasingly censored digital networks, the author breaks new ground establising excellent scholarship in this new area of study.' --Athina Karatzogianni, University of Leicester, UK
Chapter 1. Definition and Evolution of the Concept of Memes
From biology to media studies: how the theory of memes developed
Chapter 2. Before Memes: Tactical Media, Humour and Affective Engagement with Politics Online
Historical perspectives on the developments that paved the way to the proliferation of memes. Alternative media and tactical uses of humour
Chapter 3. Many Uses of Memes: From Fast-Food Media to Political Mindbombs
How memes become political and spark a carnival of resistance
Chapter 4. Globalisation and memes
Uses and roles of memes in various political and media contexts: in the West and beyond
Chapter 5. Russian Resistance and Propaganda Through Memes in the 2010s
Russian society and the media: content of the 2010s. Memes as Tools of Propaganda, Dissent and Alternative Digital Activism in the Russian-language Twitter: results of the analysis. Meme Metamorphosis. How Memes Mutate and Change Sides while They Travel.
Chapter 6. US memes on Donald Trump and Hillary Clinton in 2017
Beyond nation borders: why and how digital publics employ memes to discuss the values of American politics
Through publishing comparative and region-specific studies, this series aims to bring Asian, Latin American, African, and Middle Eastern media and cultural studies scholarship to the English speaking world and--in addition-- to promote cutting edge research on the globalization of media, culture, and communication.