Multimodal figuration in internet memes (original) (raw)
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Investigating Metaphor in Modern Greek Internet Memes
Revista Brasileira de Alfabetização
Internet memes are a quite recent web-genre that makes use of metaphorical conceptualizations and humor. This paper draws on data from humorous metaphors in a small corpus of Greek memes posted on Facebook. The analysis suggests that common conventional metaphors underlie memes, such as emotions are forces, human body is a machine, and people are animals; however, several novel conceptualizations arise, fused into conceptual blends: coronavirus is war, low-paid is diseased, natural forces are people. The findings are interpreted in the light of the cognitive theory of metaphor and humor and they are discussed in terms of contextualizing metaphor and developing metaphoric competence or conceptual fluency within discourse-based L2 learning contexts.
Twitter-Based Multimodal Metaphorical Memes
2019
The present study focuses on multimodal conceptual metaphors with the TRUMPPRESIDENT target domain in Twitter-based political memes. The source and target domains of such metaphorical memes are cued (exclusively or partially) in visual and verbal semiotic modes where verbal texts anchor the images guiding their interpretation. Expressing a strong critical stance, the analysed memes are designed to elicit negative inferences and emotional attitudes.
In this chapter we tentatively propose a number of principles on which to build a sound methodology for metaphor research in non-verbal contexts. This is an initial set of recommendations, which we hope will be refined as work in this area progresses. In order to formulate these principles, we draw on our experience with three corpus-based studies that we conducted into multimodal metaphor and other figurative operations in advertising, reflecting on the operational decisions that we made during these studies. Our aim is to suggest ways in which metaphor scholars interested in multimodality can better deal with (a) the establishment of a protocol for the identification of metaphor and other figurative operations, (b) the compilation of a representative and diverse corpus of real examples, (c) the issue of inter-rater reliability, and (d) the potential contributions of manual annotation software programs. Although verbal and multimodal metaphor do resemble each other to some extent, we hold (in line with Forceville 1996 and 2009) that the different affordances offered by the visual mode mean that a different set of analytical resources and methodological tools is required to study non-verbal metaphor.
Understanding visual metaphor: The example of newspaper cartoons
Visual Communication, 2003
Using Austrian newspaper cartoons as examples, this article explores the 'grammar' of visual metaphor. It is argued that visual metaphors cannot be described adequately in formal terms only. Rather, they must be considered as visual representations of metaphorical thoughts or concepts. A cognitive definition of metaphor must not, however, distract from potential variations in meaning and impact arising from the mode of communication through which metaphors are expressed. This study suggests that many of the dissimilarities between verbal metaphor and its visual counterpart result from differences regarding what the two modes are able to express easily and efficiently.
The Multimodal Construction of Metaphor: A Systemic Functional Approach
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural context, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphor in representational, interactive and compositional meaning structures are modeled based on Kress and van visual grammar. In the representational structure, colligational anomaly is used to explain novel visual metaphors.
Rev. Estud. Ling, 2020
n this paper, we attempt to provide some ways of thinking about text, relating it to the concept of metaphors, multimodality and texture. Our aim is to develop new insights in meaning making and communication more generally, by bringing examples of memes; a relatively new genre, often seen on social media posts. To do so, we discuss the notion of text (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) and then, we discuss texture as a semiotic resource for the production of texts and its metaphors (DJONOV; VAN LEEUWEN, 2011). To exemplify some concepts and categories, we explore memes, seeking to understand their constitution as well as their qualities and potential meanings of visual textures deployed in the text to make meaning material through multimodal metaphors.
TWITTER-BASED MULTIMODAL METAPHORICAL MEMES PORTRAYING DONALD TRUMP
TWITTER-BASED MULTIMODAL METAPHORICAL MEMES PORTRAYING DONALD TRUMP , 2019
The present study focuses on multimodal conceptual metaphors with the TRUMP-PRESIDENT target domain in Twitter-based political memes. The source and target domains of such metaphorical memes are cued (exclusively or partially) in visual and verbal semiotic modes where verbal texts anchor the images guiding their interpretation. Expressing a strong critical stance, the analysed memes are designed to elicit negative inferences and emotional attitudes.
REVISTA DE ESTUDOS DA LINGUAGEM
In this paper, we attempt to provide some ways of thinking about text, relating it to the concept of metaphors, multimodality and texture. Our aim is to develop new insights in meaning making and communication more generally, by bringing examples of memes; a relatively new genre, often seen on social media posts. To do so, we discuss the notion of text (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) and then, we discuss texture as a semiotic resource for the production of texts and its metaphors (DJONOV; VAN LEEUWEN, 2011). To exemplify some concepts