Viralidade intertextual e repertórios vernaculares: Memes da internet como objetos conectando diferentes mundos on-line
Barra lateral de artigos
Conteúdo do artigo principal
Resumo
Este trabalho descreve a trajetória dos memes da internet, suas principais características e suas conexões com os conceitos de viralidade e pesquisa em produção cultural. Nós exploramos a trajetória histórica dos memes e identificamos seus elementos principais (vernacularismo, viralidade e intertextualidade). Também propomos que os memes representam objetos que atuam como provocadores, pois são portadores de significado que refletem repertórios de comunidades fechadas, mas que adquirem novos repertórios refletidos à medida que são transmitidos entre consumidores de modo intertextual. Assim, este trabalho tanto esclarece as interdependências intertemporais e lógicas entre produção cultural e viralidade quanto revela o poder conector de cenários vernaculares e práticas expressivas compartilhadas para coletividades de consumidores on-line.
Downloads
Métricas
Detalhes do artigo
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
Referências
Allsop, D. T., Bassett, B. R., & Hoskins, J. A. (2007). Word-of-mouth research: Principles and applications. Journal of Advertising Research, 47(4), 398. doi:10.2501/S0021849907070419
Arvidsson, A., & Caliandro, A. (2015). Brand public. Journal of Consumer Research, 42(5), 727-748. doi:10.1093/jcr/ucv053
Bauckhage, C. (2011). Insights into internet memes. Fifth International AAAI Conference on Weblogs and Social Media. Recuperado de https://www.aaai.org/ocs/index.php/ICWSM/ICWSM11/paper/ viewPaper/2757
Benveniste, É. (1974). Problèmes de linguistique générale. Paris, France: Gallimard. Beran, D. (2017). 4chan: The skeleton key to the rise of Trump. Recuperado de https://medium.com/@DaleBeran/4chan-the-skeleton-key-to-the-rise-of-trump-624e7cb798cb
Blackmore, S. (2000). The meme machine. Oxford, UK: Oxford Paperbacks. Blikstein, I. (2016). Técnicas de comunicação escrita. São Paulo, SP: Contexto.
Börzsei, L. K. (2013, March). Makes a meme instead: A concise history of internet memes. New Media Studies Magazine, 7, 1-29.
Bretas, V. (2017). Bolsonaro cresce para 2018 e se aproxima de Lula, diz pesquisa. Recuperado de https://exame.abril.com.br/brasil/bolsonaro-cresce-para-2018-e-se-aproxima-de-lula-diz-pesquisa/
Brown, J. J., Broderick, A., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. doi:10.1002/dir
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. doi:10.1086/209118
Castells, M. (2012). Redes de indignação e esperança. Rio de Janeiro, RJ: Zahar.
Chola Mais/Cwy Mowe. (2016). Recuperado de http://knowyourmeme.com/memes/chola-mais-cwy-mowe
Dant, T. (2005). Materiality and society. Berkshire, UK: Open University Press. Davison, P. (2012). The language of internet memes. In M. Mandiberg (Ed.), The social media reader (pp. 120-134). New York, USA: NYU press.
Declercq, M. (2017). Como o LDRV se tornou a espinha dorsal do Brasil memético. Recuperado de https://www.vice.com/pt_br/ article/kz3dz9/como-o-ldrv-se-tornou-a-espinha-dorsal-do-brasil-memetico
Dellarocas, C. (2006). Strategic manipulation of internet opinion forums: Implications for consumers and firms. Management Science, 52(10), 1577-1593. doi:10.1287/mnsc.1060.0567
Evangelista, R. (2016a). Até a Mônica de verdade se rendeu à “Inbonha.” Recuperado de https://www.buzzfeed.com/raphaelevangelista/ate-a-monica-de-verdade-se-rendeu-a-inbonha?utm_term=.bvP3zbPpG1#.payDBwKoma
Evangelista, R. (2016b). Esta é a Alice, a menina que criou a “Inbonha.” Recuperado de https://www.buzzfeed.com/raphaelevangelista/esta-e-a-alice-a-menina-que-criou-a-inbonha?utm_term=.qd934Lpavz#.vbjM9xoD5K
Fournier, S., & Lee, L. (2009, April). Getting brand communities right. Harvard Business Review, 105-111. Recuperado de https://hbr.org/
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560. doi:10.1287/mksc.1040.0071
Godwin, M. (1994). Meme, counter meme. Wired. Recuperado de https://www.wired.com/1994/10/godwin-if-2/
Gomes, M. A. de M. (2016). Crítica à cobertura midiática da Operação Lava Jato. Revista Brasileira de Ciências Criminais, (122), 229-253.
Grespan, C. L., & Goellner, S. V. (2011). “Querem, na escola, transformar seu filho de 6 a 8 anos em homossexual”: Sexualidade, educação e a potência do discurso heteronormativo. FACED, 19(1), 103-122. doi:10.9771/2317-1219rf.v0i19.5251
Groeger, L., & Buttle, F. (2014). Word-of-mouth marketing: Towards an improved understanding of multi-generational campaign reach. European Journal of Marketing, 48(7/8), 1186-1208. doi:10.1108/ EJM-02-2012-0086
Guadagno, R. E., Rempala, D. M., Murphy, S., & Okdie, B. M. (2013). What makes a video go viral? An analysis of emotional contagion and internet memes. Computers in Human Behavior, 29(6), 2312-2319.
Harju, A. A., & Huovinen, A. (2015). Fashionably voluptuous: Normative femininity and resistant performative tactics in fatshion blogs. Journal of Marketing Management, 31(15-16), 1602-1625. doi:10.108 0/0267257X.2015.1066837
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Boston, USA: Harvard Business School Press.
Horta, N. B. (2015). O meme como linguagem da internet: Uma perspectiva semiótica. Dissertacao de Mestrado. Universidade de Brasília, Brasília, DF. Recuperado de http://repositorio.unb.br/handle/10482/18420
Howard, R. G. (2005). A theory of vernacular rhetoric: The case of the “sinner’s prayer” online. Folklore, 116(2), 172-188. doi:10.1080/00155870500140214
Howard, R. G. (2008a). The vernacular web of participatory media. Critical Studies in Media Communication, 25(5), 490-513. doi:10.1080/15295030802468065
Howard, R. G. (2009). Crusading on the vernacular web: The folk beliefs and practices of online spiritual warfare. In T. Blank (Ed.), Folklore and the internet: Vernacular expression in a digital world (pp. 159- 174). Logan, USA: Utah State University Press.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, USA: NYU press.
Kates, S. M. (2004). The dynamics of brand legitimacy: An interpretive study in the gay men’s community. Journal of Consumer Research, 31(2), 455-464. doi:10.1086/422122
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, USA: Transaction publishers.
Kozinets, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67-88. doi:10.1086/321948
Kozinets, R. V., Hemetsberger, A., & Schau, H. J. (2008). The wisdom of consumer crowds: Collective innovation in the age of networked marketing. Journal of Macromarketing, 28(4), 339-354. https://doi. org/10.1177/0276146708325382
Kozinets, R. V., Valck, K. De, Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. doi:10.1509/jmkg.74.2.71
Knobel, M. & Lankshear, C. (2007). Online memes, affinities, and cultural production. In C. Lankshear, M. Knobel, C. Bigum, & M. Pters (Eds.), A new literacies sampler (pp. 199-228). New York, USA: Peter Lang Publishing.
Lanham, R. A. (1993). The electronic word: Democracy, technology, and the arts. Chicago, USA: The University of Chicago Press.
Lanham, R. A. (2006). The economics of attention: Style and substance in the age of information. Chicago, USA: University of Chicago Press.
Latour, B. (2007). Reassembling the social: An introduction to actor-network theory. Hampshire, UK: Oxford University Press.
Lins, R., Filho, D. F., & Silva, L. (2016). A redução da maioridade penal diminui a violência? Evidências de um estudo comparado 1. Opinião Pública, 22(1), 118-139. doi:10.1590/1807-0191201622118
Metropoles. (2016). Perfil reúne desenhos bizarros da Turma da Mônica em muros de escolas. Recuperado de https://www.metropoles.com/colunas-blogs/pipocando/perfil-reune-desenhos-bizarros-da-turma-da-monica-em-muros-de-escolas
Miles, C. (2014). The rhetoric of managed contagion: Metaphor and agency in the discourse of viral marketing. Marketing Theory, 14(1), 3-18. doi:10.1177/1470593113506433
Miller, C. R. (1984). Genre as social action. Quarterly Journal of Speech, 70(2), 151-167. doi:10.1080/00335638409383686
Milner, R. M. (2013). Media lingua franca: Fixity, novelty, and vernacular creativity in internet memes. AoIR Selected Papers of Internet Research, 3, 1-5.
Mina, A. X. (2017). When internet memes infiltrate the physical world. Recuperado de https://www.theatlantic.com/technology/archive/2017/05/when-internet-memes-infiltrate-the-physical-world/523887/
Mônicas deformadas em muros de escolinhas. (2018). Recuperado de https://www.facebook.com/monicasdeformadas/
Muñiz, A. M., & Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), 737- 747. doi:10.1086/426607
Muñiz, A. M., & Schau, H. J. (2011). How to inspire value-laden collaborative consumer-generated content. Business Horizons, 54(3), 209-217. doi:10.1016/j.bushor.2011.01.002
Nissenbaum, A., & Shifman, L. (2017). Internet memes as contested cultural capital: The case of 4chain’s/b/board. New Media & Society, 19(4), 483-501.
Nooney, L., & Portwood-Stacer, L. (2014). One does not simply: An introduction to the special issue on memes. Journal of Visual Culture, 13(3), 248-252. doi:10.1177/1470412914551351
On a scale of 1 to X. (2012). Recuperado de http://knowyourmeme.com/memes/on-a-scale-of-1-to-x
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(4), 333-348. doi:10.1017/S0021849904040371
Phillips, W. (2015). This is why we can’t have nice things: Mapping the relationship between online trolling and mainstream culture. Cambridge, USA: MIT Press.
Reingen, P. H., Foster, B. L., Brown, J. J., & Seidman, S. B. (1984). Brand congruence in interpersonal relations: A social network analysis. Journal of Consumer Research, 11(3), 771-783.
Rosenthal, B. (2014). Brand image co-creation and individual identity extension in online environments: A Facebook investigation. Escola de Administração de Empresas de São Paulo, Fundação Getulio Vargas. Recuperado de http://bibliotecadigital.fgv.br/dspace/han-dle/10438/11581
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30
Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the New Bikers. Journal of Consumer Research, 22(1), 43-61.
Schroeder, J. E., & Zwick, D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption Markets & Culture, 7(1), 21-52. doi:10.1080/1025386042000212383
Scott, L. M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of Consumer Research, 21(2), 252-273.
Scott, L. M. (2009). Theoretical realism: Culture and politics in commercial imagery. In J. F. Sherry & E. Fischer (Eds.), Explorations in consumer culture theory (pp. 34-54). New York, USA: Routledge.
Scott, L. M., & Vargas, P. (2007). Writing with pictures: Toward a unifying theory of consumer response to images. Journal of Consumer Research, 34(3), 341-356. doi:10.1086/519145
Shifman, L. (2014). Memes in digital culture. Cambridge, USA: MIT Press. Sims, M. C., & Stephens, M. (2011). Living folklore: An introduction to the study of people and their traditions. Logan, USA: Utah State University Press.
Stratton, G., & Northcote, J. (2014). When totems beget clans: The brand symbol as the defining marker of brand communities. Journal of Consumer Culture, 16(2), 493-509. doi:10.1177/1469540514528194
Thomas, T., Price, L. L., & Schau, H. J. (2012). When differences unite: Resource dependence in heterogeneous consumption communities. Journal of Consumer Research, 39(5), 1010-1033. doi:10.1086/666616
Thompson, C. J., Arnould, E. J., & Giesler, M. (2013). Discursivity, difference, and disruption: Genealogical reflections on the consumer culture theory heteroglossia. Marketing Theory, 13(2), 149-174. doi:10.1177/1470593113477889
Thompson, C. J., & Üstüner, T. (2015). Women skating on the edge: Marketplace performances as ideological edgework. Journal of Consumer Research, 42(2), 235-265. doi:10.1093/jcr/ucv013
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90-102. doi:10.1509/jmkg.73.5.90
Warren, K., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of Consumer Research, 41(82), 543-563.
Watts, D., & Dodds, P. S. (2007). Influentials, networks, and public opinion formation. Journal of Consumer Research, 34(4), 441-458. doi:10.1086/518527
Wiggins, B. E. (2016). Crimea River: Directionality in memes from the Russia – Ukraine conflict. International Journal of Communication, 10, 451-485.
Wiggins, B. E., & Bowers, G. B. (2014). Memes as genre: A structurational analysis of the memescape. New Media & Society, 17(11), 1886-1906. doi:10.1177/1461444814535194
Wu, Y., & Ardley, B. (2007). Brand strategy and brand evolution: Welcome to the world of the meme. The Marketing Review, 7(3), 301- 310. doi:10.1362/146934707X230112
