Humour in the Time of COVID-19 Pandemic: A Critical Analysis of the Subversive Meanings of WhatsApp Memes in Zimbabwe

Ndlovu, Mphathisi

doi:10.1007/978-3-030-79279-4_12

Cited by 6 publications

(2 citation statements)

References 33 publications

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“…Despite the fact that memes have become crucial social elements, particularly in Malaysian social media, there are relatively few studies on memes in the Malaysian context because studies on memes mostly focus on the western culture (Lee, 2020). While previous studies have respectively analysed memes through textual analysis (e.g., Siti Farhanah & Malarvichi, 2019), Shifman's three dimensions of memes (e.g., Gal et al, 2016;Ariani & Rachmadani, 2020), and Fairclough's three-dimensional model (e.g., Ndlovu, 2021), this study takes a different perspective by combining all these approaches for analysis purposes. By doing so, this study could fill the gap by analysing Malaysian memes from a multimodal discourse perspective, specifically on the latest issue on Siakap Langkawi in Malaysia since no study as explored this issue.…”

Section: Figure 1 Meme Production Processmentioning

confidence: 99%

What do they Really “Meme”? A Multimodal Study on ‘Siakap Langkawi’ Memes as Tools for Humour and Marketing

How¹

2022

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The popularity of memes has increased in this modern era as they can be highly accessible on the internet. They are significant as communication tools on social media such as tools for humour and marketing. Studies commonly explored memes in the field of marketing and business, politics, and even their effects on social media users. However, studies which focus on memes from a multimodal discourse perspective, particularly in the Malaysian context in relation to the Siakap Langkawi issue, seem to be fairly scarce. Hence, through the lens of the three-dimensional model by Fairclough and the three dimensions of memes by Shifman, a multimodal study on memes with the issue on Siakap Langkawi as the theme is conducted. Specifically, this study examines the meanings and messages of the memes. Findings show that the memes in this study constitute a form of mockery, protest, and resistance towards the Siakap Langkawi issue as Malaysians stand for the rights of consumers. Additionally, pantun and famous memes were used and recreated; the salience of word font and images contribute greatly to the intended meaning and messages of these memes. This study is timely as it provides a detailed analysis of the structures of memes and categorises them into themes to show common trends. Such a move ultimately contributes to our understanding of the ways Malaysian social media users express their thoughts, messages, and dissent on the Siakap Langkawi issue via memes.

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Section: Figure 1 Meme Production Processmentioning

confidence: 99%

What do they Really “Meme”? A Multimodal Study on ‘Siakap Langkawi’ Memes as Tools for Humour and Marketing

How¹

2022

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“…Msimanga et al (2022) argue that through the use of memes as forms of humor in the face of tragedy, content creators somehow possess a “sense of power” as they mock the ruling regime. In fact, most studies on the use of satire and humor in digital political spheres amplify dissidence or subversiveness in the face of despotism (Chibuwe & Munoriyarwa, 2022; Matsilele, 2022; Mpofu, 2021a; Msimanga et al, 2022; Ndlovu, 2021; Tshuma et al, 2022). However, these cyber-optimistic studies ignore the unsubstantiated effect of the so-called digital resistance in non-democratic contexts.…”

Section: Introductionmentioning

confidence: 99%

Play on Twitter During Health Crisis in Non-Democratic Context: Gratification or Dissent?

Mathe,

Motsaathebe

2024

Social Media + Society

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There is scholarly debate on whether digital political participation influence decision-making or merely make citizens feel good. Using digital public sphere theory and play, this article explores political participation on Twitter during the COVID-19 pandemic in Zimbabwe. The study applies a qualitative content analysis on tweets as it answers questions: does perspective by media users in a health crisis exert political change and in what way does play on digital spheres induce participation for gratification purposes? The findings of the study reflect the use of conspiratorial satire, hyperbole, and propaganda in the COVID-19 pandemic as media users laugh at poor health infrastructure, corruption and authoritarianism. We argue that netizens’ political participation on social media is somehow overrated for it has not generated meaningful change in non-democratic context but gives the media user, a sense of gratification for scoffing at the ruling regime.

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Meme-Mediated Humorous Communication

Yus

2023

Pragmatics of Internet Humour

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Humour in the Time of COVID-19 Pandemic: A Critical Analysis of the Subversive Meanings of WhatsApp Memes in Zimbabwe

Cited by 6 publications

References 33 publications

What do they Really “Meme”? A Multimodal Study on ‘Siakap Langkawi’ Memes as Tools for Humour and Marketing

What do they Really “Meme”? A Multimodal Study on ‘Siakap Langkawi’ Memes as Tools for Humour and Marketing

Play on Twitter During Health Crisis in Non-Democratic Context: Gratification or Dissent?

Meme-Mediated Humorous Communication

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