A PROPOSAL FOR A METHODOLOGICAL ANALYSIS OF THE DIGITAL MEME GENRE

• DOI: 10.22533/at.ed.929312221123

• Palavras-chave: Gêneros. Gêneros Digitais. Multimodalidade. Meme.

• Keywords: Genre. Digital Genre. Multimodality. Meme.

• Abstract:

  The general objective of this work is to carry out a methodological analysis of the digital meme genre, through the application of genre analysis categories elaborated by Motta-Roth (2011) and others, articulated to theoretical aspects formulated by Bakhtin (2011). In this sense, the analysis undertaken here starts from the production conditions of the genre, to then contemplate its compositional structure, its thematic content and its style. As a research problem, the following question was proposed: how is the digital meme genre characterized, in view of its specific characteristics, such as production conditions, compositional structure, thematic content and style? To find possible answers to this question, initially, a bibliographical survey was carried out regarding genres, genres and multimodality and digital genres, with the consultation of authors such as Bakhtin (2011), Motta-Roth (2011), Marcuschi (2005) and Rojo and Barbosa (2015), among others. Then, several websites and social networks were consulted for the selection of memes and subsequent composition of the corpus; finally, the theoretical categories were applied to analyze the selected corpus. Thus, in methodological terms, the research can be defined as qualitative, applied in nature, with bibliographic procedures and the objective of describing and analyzing the corpus composed of digital memes, with thematic content focused on female empowerment.