From International to National, from Online to Offline: The
Case Study of One Meme

a 2024

From International to National, from Online to Offline: The Case Study of One Meme

KOS, Matěj

Základní údaje

Originální název

From International to National, from Online to Offline: The Case Study of One Meme

Autoři

KOS, Matěj

Vydání

Intermedial Networks: The Digital Present and Beyond: The 7th conference of the International Society of Intermedial Studies, 2024

Další údaje

Jazyk

angličtina

Typ výsledku

Konferenční abstrakt

Obor

60206 Specific literatures

Stát vydavatele

Švédsko

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Označené pro přenos do RIV

Organizační jednotka

Filozofická fakulta

ISBN

978-91-8082-113-1

Klíčová slova anglicky

meme;national context;offline;online

Příznaky

Mezinárodní význam

Změněno: 23. 10. 2024 16:57, Mgr. et Mgr. Matěj Kos, Ph.D.

Anotace

V originále

The phenomenon of internet memes is familiar to most internet users. At the same time, there is an evident dominance of English production – those who want to see the latest memes must follow social networks in English. Nevertheless, does the Czech cultural environment adopt and adapt resources from transcultural discourse? What are the expectations of the Czech recipient/ audiences and from which discursive conventions, genres and patterns do they stem? I will try to demonstrate this with the case of the “Any doctor here?” meme, which came into Czech discourse first through simple translations and variations until a version was created that changed the overall point of the meme. The meme was not just another adaptation of the original media product but a separate pattern around which its own “field” of memes was created, in which other situations and people were linked, and even, according to the Czech representation of Dr Oetker company, there was a surge of interest in the molehill cake. I am particularly interested in this double shift from the perspective of intermedial and multimodal studies. Firstly, from an international context through the combination of the picture meme and viral amateur video transposition into a national context, and secondly, the media shift from the picture meme to a range of media products, from a commonly used phraseme in verbal communication, when speakers wanted to express their pleasure or joy at the information conveyed, to guerrilla performances where customers wrote a quote from the meme on price tags in supermarkets, to the use of elements of the meme in the marketing communications of various companies.

Návaznosti

MUNI/A/1406/2023, interní kód MU

Název: Výzkum literatury a kultury v komparativní a intermediální perspektivě

Investor: Masarykova univerzita, Výzkum literatury a kultury v komparativní a intermediální perspektivě

Citovat

KOS, Matěj. From International to National, from Online to Offline: The Case Study of One Meme. In Intermedial Networks: The Digital Present and Beyond: The 7th conference of the International Society of Intermedial Studies. 2024. ISBN 978-91-8082-113-1.

@proceedings{2445792,
   author = {Kos, Matěj},
   booktitle = {Intermedial Networks: The Digital Present and Beyond: The 7th conference of the International Society of Intermedial Studies},
   keywords = {meme;national context;offline;online},
   language = {eng},
   isbn = {978-91-8082-113-1},
   title = {From International to National, from Online to Offline: The Case Study of One Meme},
   url = {https://open.lnu.se/index.php/indpb/article/view/4488},
   year = {2024}
}

TY  - CONF
ID  - 2445792
AU  - Kos, Matěj
PY  - 2024
TI  - From International to National, from Online to Offline: The Case Study of One Meme
SN  - 9789180821131
KW  - meme;national context;offline;online
UR  - https://open.lnu.se/index.php/indpb/article/view/4488
N2  - The phenomenon of internet memes is familiar to most internet users. At the same time, there is an evident dominance of English production – those who want to see the latest memes must follow social networks in English. Nevertheless, does the Czech cultural environment adopt and adapt resources from transcultural discourse? What are the expectations of the Czech recipient/ audiences and from which discursive conventions, genres and patterns do they stem? I will try to demonstrate this with the case of the “Any doctor here?” meme, which came into Czech discourse first through simple translations and variations until a version was created that changed the overall point of the meme. The meme was not just another adaptation of the original media product but a separate pattern around which its own “field” of memes was created, in which other situations and people were linked, and even, according to the Czech representation of Dr Oetker company, there was a surge of interest in the molehill cake. I am particularly interested in this double shift from the perspective of intermedial and multimodal studies. Firstly, from an international context through the combination of the picture meme and viral amateur video transposition into a national context, and secondly, the media shift from the picture meme to a range of media products, from a commonly used phraseme in verbal communication, when speakers wanted to express their pleasure or joy at the information conveyed, to guerrilla performances where customers wrote a quote from the meme on price tags in supermarkets, to the use of elements of the meme in the marketing communications of various companies.
ER  -

KOS, Matěj. From International to National, from Online to Offline: The Case Study of One Meme. In \textit{Intermedial Networks: The Digital Present and Beyond: The 7th conference of the International Society of Intermedial Studies}. 2024. ISBN~978-91-8082-113-1.

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