Psycholinguistic Aspects of the Internet Memes’ Visual Components

Keywords: visual component, verbal component, Internet memes, emotional and mental impact.

Abstract

The aim of the article is to describe mechanism of the influence of the Internet memes’ visual components upon consciousness; to analyze functional and semantic relationships between visual and verbal components; to research role models (character types) of the internauts who are the creators of Internet memes with wolf as a visual component; emotional states created by Internet memes.

Psycholinguistic research methods have helped to achieve this goal, namely, discourse analysis, the method of contextual and intuitive logical interpretation analysis, content analysis.

Discussion & Results. Internet meme creators achieve communicative purpose by means of the wolf image due to the use of ramified conscious and unconscious associative links. The correspondence of the meaning originally put by the author in the Internet meme with its comprehension by the addressee occurs through the use of anchoring techniques which mechanism of impact is based on linking human states to certain patterns of behavior. “Anchors” usually work automatically therefore the emotional state of a person changes positively or negatively without the possibility of its regulation by the addressee. With the help of visual images Internet memes create a model world of emotions. The ultimate goal of such polycode messages is mental effect on consciousness through the method of psychological infection. As soon as an addressee’s emotional mood to be in a ready state to apprehend the message the meanings of the visual image which may be expressed explicitly or implicitly are developed in the verbal corpus of an Internet meme. In this study the Internet memes’ verbal components were divided into thematic groups (TG) describing the internauts’ emotional states. Based on the analysis of the TG it is possible to describe the role model of the Internet meme creator manifested in the features of communicative behavior. The analysis of the TG has proved that in the verbal component the internauts intend to position the background of their mental world with the corresponding emotional tone. It should be noted that verbal and visual components do not compete but complement each other, enrich the Internet meme with new meanings accumulating cultural and emotional-evaluative meanings, social stereotypes of consciousness.

Conclusion. The function of the visual component is to form a special emotional tone of the information, to provide a holistic and at the same time flexible understanding of a particular message due to placing semantic accents allowing the recipient to specify the perception and interpretation of the verbal component. The link between the visual and verbal parts of Internet memes is implicit. The information presented in the visual component is based on various associative links therefore; its interpretation requires careful correlation between both components, identification of internal structural and semantic links.

Downloads

Download data is not yet available.

References

Borodina, S.D., Emanova, Yu.G., & Yao, M.K. (2012). Metodologicheskie aspektyi interpretatsii hudozhestvennoy kulturyi [Methodological aspects of the artistic culture interpretation]. Strategii vizualizaczii i verbalizaczii socziokulturnykh praktik – Strategies for visualizing and verbalizing sociocultural practices (pp. 184–198). Kazan [in Russian].

Borodulkina, T.O. (2012). Metaforichniy trening yak Innovatsiyna psihotehnologiya navchannya studentiv-psihologiv [Metaphorical training as an innovative psychotechnology for students-psychologists]. Gumanitarniy visnik – Humanitarian Herald, 27(39), 81–90 [in Ukrainian].

Borodulkina, T. (2017). Metafora ruki kak proektivny`j material v rabote prakticheskogo psikhologa [The Hand Metaphor as a Projective Tool of Applied Psychologist]. East European Journal of Psycholinguistics, 4(1), 17–29. https://doi.org/10.5281/zenodo.824023 [in Russian].

Dorozhkin, V.R. (2015). Emotsionalnyie diskursyi v psihoterapii [Emotional discourses in psychotherapy]. Konsultativnaya psihologiya i psihoterapiya – Consultative psychology and psychotherapy, 2, 155–171. https://doi.org/10.17759/cpp.2015230210 [in Russian].

Dontsov, A.I., & Drozdova, A.V. (2013). Vizualnoe vozdeystvie internet-reklamyi na molodezhnuyu subkulturu [The visual impact of online advertising on youth subculture]. Natsionalnyiy psihologicheskiy zhurnal – National psychological journal, 2(10), 25–31. https://doi.org/10.11621/npj.2013.0203 [in Russian].

Zhigareva, A.A. (2011). Vizualizatsiya sotsialnogo prostranstva sovremennogo obschestva [Visualization of the social space of modern society: a socio-philosophical analysis]. Candidate’s thesis. Moscow: Voennyiy universitet [in Russian].

Zalevskaya, A.A. (2007). Dinamika obshchenauchnyh podhodov k probleme znaniya i nekotorye zadachi psiholingvisticheskih issledovanij [The dynamics of general scientific approaches to the problem of knowledge and some tasks of psycholinguistic research]. Voprosy psiholingvistiki – Psycholinguistics Issues, 5, 4–12 [in Russian].

Ivashkevich, E. (2018). Psiholingvistichni aspekti narativu: spriynyattya zvuku ta koloru [Psycho-linguistic aspects of the narrative: perception of sound and color]. Pedagogika i psihologiya profesiynoyi osviti – Pedagogy and psychology of professional education, 1, 137–144 [in Ukrainian].

Kanashina, S.V. (2018). Internet-mem kak sovremennyiy mediadiskurs [Internet meme as a modern media discourse]. Izvestiya Volgogradskogo gosudarstvennogo pedagogicheskogo universiteta – News of the Volgograd State Pedagogical University, 8(131), 125–129 [in Russian].

Kempa-Figura, D. (2019). (Internet-)mem kak novyiy mediazhanr. Postanovka voprosa [(Internet) meme as a new media genre. Statement of a question]. Medialingvistika – Media Linguistics, 6(1), 103–121 [in Russian].

Kuhta, M.S. (2013). Invariantnost semantiki v modeli sozdaniya vizualnogo obraza dizayna [The invariance of semantics in the model for creating a visual design image]. Izvestiya Tomskogo politehnicheskogo universiteta – News of Tomsk Polytechnic University, 6(323), 223–226 [in Russian].

Lobodenko, L.K. (2016). Regionalnye internet-SMI v soczial`ny`kh setyakh: transformacziya mediakontenta [Regional online media in social networks: the transformation of media content]. Filologicheskie nauki. Voprosy teorii i praktiki – Philology. Theory and practice, 5, 29–34 [in Russian].

Mardieva, L.A. (2015). Virtualnaya deystvitelnost v yazyikovoy i vneyazyikovoy reprezentatsii (na materiale mediatekstov) [Virtual reality in the language and non-linguistic representation (on the material of media texts)]. Extended abstract of Doctor’s thesis. Kazan: Privolzhskiy federalnyiy universitet [in Russian].

Mardieva, L.A. (2012). Psihosotsialnaya model znaka [Psychosocial model of the sign]. Filologiya i kultura – Philology and Culture, 2(28), 76–79 [in Russian].

Strizoe, A.L., & Hrapova, V.A. (2018). Verbalnoe i vizualnoe v kulture: ierarhiya ili dopolnitelnost? [Verbal and visual culture: hierarchy or complementarity?]. Voprosyi filosofii – Philosophy issues, 6, 194. https://doi.org/10.7868/S004287441806016X [in Russian].

Yatsenko, T.S. (2012). Vizualizatsiya psihicheskogo v tselyah ego glubinnogo poznaniya [Visualization of the mental for its in-depth knowledge]. Psiholingvistika – Psycholinguistics, 11, 142–160 [in Russian].

Antón-méndez, I. (2017). Visual salience effects on speaker choices: Direct or indirect influences on linguistic processing? Applied Psycholinguistics, 38(3), 601–631. https://doi.org/10.1017/S0142716416000345

Dontsov, A.I., & Perelygina, E.B. (2011). Security Problems of Communicative Strategies. Psychology in Russia: State of the Art, 4, 316–323. https://doi.org/10.11621/pir.2011.0020

Lankow, J., Ritchie, J., & Crooks, R. (2012). Infographics: the Power of Visual Storytelling. New Jersey: John Wiley & Sons Inc.

Milner, R. (2013). Pop polyvocality: Internet memes, public participation, and the Occupy Wall Street movement. International Journal of Communication, 7, 2357–2390.

Ries, L. (2015). Visual hammer: Nail Your Brand into the Mind with the Emotional Power of a Visual Hammer. Publisher: Ries & Ries.

Woolf, V.V. (1990). Holodynamics: How to Develop and Manage Your Personal Power. Publisher: Harbinger House.

Wood, L.A., & Kroger, R.O. (2000). Doing discouse analisis: Methods for studying action in text and talk. Thousand Oaks, CA: Sage.


Abstract views: 274
PDF Downloads: 199
Published
2019-11-12
How to Cite
Khraban , T. (2019). Psycholinguistic Aspects of the Internet Memes’ Visual Components. PSYCHOLINGUISTICS, 26(2), 341-357. https://doi.org/10.31470/2309-1797-2019-26-2-341-357