Internet Memes in Designing of New Meanings: Structural Transformations and Social Interpretations
The report presents the results of an empirical study of structural transformation of Internet memes as the process of the emergence of new meanings. The structure of an Internet meme is considered as the iconic system, which includes «core», the elements of «periphery», «background» and also various proportions of these elements. Emergence of new meanings is treated as the result of various transformations of this iconic system (transformation of a core, transformation of a background, merge of cores, mutual strengthening of cores, complementarity of a cores and background, etc.)
The authors offer a sociological interpretation of the structural transformation of Internet memes. An analysis of the most popular memes shows how social event affects the structural transformation of Internet memes, and how new versions of memes change the attitude to events that took place.