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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Journal of language teaching, linguistics and literature

سال: 2022

ISSN: ['0128-5157', '2550-2247']

DOI: https://doi.org/10.17576/3l-2022-2802-11