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56ОБЩЕГУМАНИТАРНЫЕ НАУКИ
УДК 81.373.48
Raevskaya A.M.
Student: Department of Foreign Languages National Research University Higher School of Economics (Russia, Moscow)
Zyryanova E.S.
Tutor: Department of Foreign Languages National Research University Higher School of Economics (Russia, Moscow)
MEME AS AN INDEPENDENT LINGUISTIC PHENOMENON AND A STYLISTIC DEVICE
Abstract: This article discusses one of the most popular andpoorly studied phenomena of the Internet culture, meme. The author suggests that a meme today can be considered as an independent linguistic phenomenon and, what is more, a stylistic device alongside the others, such as simile, irony, metaphor etc. The concept of a stylistic device was compared with the nature of internet memes. Some examples were described. The results let the author state that internet memes can be called the modern stylistic devices.
Key words: internet meme, stylistic device, linguistics.
A meme is the modern phenomenon which has its roots, perhaps, even in Ancient times. The very first meme was probably created by a caveman, and now the cyclic history takes us back to the need to transfer the information by a picture. There is the only strong difference. Since we are able to read and write today, just a picture does not correspond to our interests, memes acquired a new function, which is humor. The effect that a meme has on 'a consumer' is reached by various means. So here the stylistic devices appear, such as irony, sarcasm, simile etc. However, provided that memes have a unique form, style and history of development, can we consider it as an independent linguistic phenomenon and, what is more, the modern stylistic device? The aim of this article is to prove the belonging of memes to the group of stylistic devices. To reach this aim we have several challenges: to
explain the notion of meme; to give definition to a stylistic device; to analyze memes' stylistic features and devices; to prove that a unique transference of meaning characteristic for a stylistic device is reached in a meme as well; to prove that the concept of meme fits the concept of stylistic device.
The meme concept was coined in 1976 by the biologist Richard Dawkins in his book 'The Selfish Gene'. He considered the term meme as a Darwinian, gene-centered approach to cultural evolution, defining it as 'the unit of cultural transmission'. Dawkins defines meme based on the notion of replicator (applied to culture). This 'molecule' acts as a template, and has the capability of creating copies of itself [1, p. 15]. Thus, meme can be regarded as a unit of transmission that can replicate itself by means of imitation. Similar to gene meme is able to transmit information 'from body to body', in this case 'from mind to mind'.
Since those times, due to the expansion of the computer usage and the rapid growth of the Internet, the concept of meme has gone beyond the academic definition. The recent research reckons these new memes as Internet Memes. Carlos Diaz provides us with the opinion of the cognitive scientist Dan Sperber. He understands meme as a synonym of cultural replicators, which have a representational basis, such as symbols and associations in the human mind. The author highlights three main kinds of representations: the mental representations (beliefs), which are internal to the subject; the public representations (paintings), which are external to the subject; and the cultural representations, understood as a moral attitude within a social group [2]. So we can draw the line and say that these characteristics are preserved in the modern concept of meme. The Internet meme has visual symbols which induce associations in our mind and we analyze them from a moral point of view according to our social belonging.
First of all, we ought to make a definition of stylistic device (SD) and then to extract specific criteria according to which it would be possible to analyze memes to prove it can be defined as SD. To identify and illustrate the terms that are the features of a stylistic device I highlight that bold. I. R. Galperin gives the following definition of SD: a conscious and intentional intensification of some typical structural and/or semantic property of a language unit (neutral or expressive) prompted to a generalized status and thus becoming a generative model, ... SD is an abstract pattern, a mould into which any content can be poured. As is
known, the typical is not only that which is in frequent use, but that also which reveals the essence of a phenomenon with the greatest and most evident force [4, p. 100] M. N. Kozhina defines stylistic devices as linguistic units, paths and figures of speech, as well as stylistic techniques, speech strategies and tactics used in the expression of style [5, p. 457]. T. V. Zherebilo claims that SD is the subjective linguistic factor of text formation which reflects the particular method of textual organization, selected by the author for the most adequate reflection of his vision of the world and describe the situation [8, p. 371]. Certain SDs lie in the basis of all Internet memes, that will be illustrated in the following meme analysis:
a) Irony. The expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.
b) Sarcasm. The use of irony to mock or convey contempt.
c) Simile. A figure of speech involving the comparison of one thing with another thing of a different kind, used to make a description more emphatic or vivid.
d) Pun. A joke exploiting the different possible meanings of a word or the fact that there are words which sound alike but have different meanings.
e) Personification. The attribution of a personal nature or human characteristics to something non-human, or the representation of an abstract quality in human form.
f) Periphrasis. The use of indirect and circumlocutory speech or writing.
g) Climax (gradation). An ascending series of words or utterances in which intensity or significance increases step by step.
h) Decomposition of set phrase. Changing the well-known phrase (idiom, song etc.) for creating a comic effect.
i) Rhetorical question. A question asked in order to create a dramatic effect or to make a point rather than to get an answer. [6]
Kanashina S.V. describes the stylistic device of defeated expectancy in internet memes. The stylistic device of defeated expectancy is often observed in internet memes which is justified by their genre features. This device is used as a specific communicative strategy aimed at involving the reader. It performs the following functions: it serves as a tool for creating humor, intrigue, opposition and paradox in internet memes. [4, p. 1] The device creates the effect of opposition: what a character expects and what he gets in reality, for
example, in the memes like 'expectation vs reality'. It evokes laugh so here we see humor as an effect of defeated expectancy.
All in all, according to the resources mentioned above we can distinguish some general criteria of any stylistic device:
1. Intensification of structural and/or semantic property of a language unit.
2. An abstract pattern.
3. The particular method of textual organization.
4. Speech strategies and tactics used in the expression of style.
After the theoretical background has been studied, we will try to analyze several selected examples of memes, based on certain criteria (see above), in order to build a connection between the notion of SD and a concept of meme. Memes selected for analysis are among the most frequently used and popular in the Internet space.
Genius Face (pic. 1) is an ugly face, which responds to someone's stupidity. The face is usually drawn in the form of a crouched person. Initially, it was used in relation to strange inventions and discoveries and then it gained wider significance. The meme contains irony when we say 'Genius' but in fact we want to point out the limitations of someone's actions or words. More often, by the meme we can show that a person is doing something wrong as in this case. The picture [7] shows that someone put an image of strawberry together with the inscription 'Appel'. Not only the character confused the terms but also did a spelling mistake in the word apple. To highlight the illogic of the action the author put the image of 'Genius!'. The transference of such a meaning is reached by the very significance of the meme which contains the concept of irony inside together with the visual component, i.e. the picture of the face. There is no as such, the linguistic component, thus, the irony is used on the visual level.
Condescending Wonka or Tell Me (pic. 2) is the meme which consists of the phrase and a picture of a character from the movie "Willy Wonka and the chocolate factory" (1971). The picture [7] shows the character of actor Gene Wilder. His face expresses the emotion of fake interest with a mischievous smile and penetrating look that watches through the companion. Usually this meme is used while trying to hint to the person, who overestimates him/herself, that we have already guessed about a possible deception, but are ready to observe how the opponent is going to perform such an action. Here we can see two components by
which the meaning is reached: the linguistic device, sarcasm, and the visual effect, an image of man in indicative pose.
Graham (Pic. 3) is a creature that has turned into a meme because of its strange appearance. Jokes are based mainly on the idea that Graham cannot die in an accident. Other jokes note its "beauty". Also netizens (citizen of the Internet) photoshop Graham in scenes from movies with the characters driving cars. This meme has no textual and linguistic component. The meaning is based exclusively on the visual effect and on the history of the creature. For example, on the picture [7] you can see a shot from the movie 'Fast and Furious'. Two characters are going to compete in the race. To understand the message we need to be aware of the significance of the meme. However, it does not cease to be a stylistic device in virtual speech. Interlocutors can use this meme in conversation and deliver the particular message provided that both of them know the meaning, in fact, similarly to the ordinary stylistic devices and tropes.
Conspiracy Keanu (Pic. 4) is a meme with young Keanu Reeves, who suspects something. It is a shot from the comedy film 'Bill & Ted's Excellent Adventure' (1989). The image [7] became a meme-response, which is usually sent by users of the forums without signatures. Published in the commentary, it conveys a certain emotion of the addressee -suspicion, or doubt that something exists - in order to highlight something illogical, to make a comic, or ironic effect. The rhetorical question, which begins with 'what if...', lies on the basis. The meaning is transferred by linguistic and visual components. The meme can be used in oral speech as well, but in a bit modified way. When a person wants to deliver the message of suspicion, he/she can just show the facial expression from this meme.
Grumpy cat (Pic. 5) is a white and brown cat with blue eyes and drooping corners of the mouth. Cat looks so because it has the wrong biting and it was born a dwarf. The meme is used to illustrate malice, sadness, despondency, both literally and ironically. Sometimes various inscriptions can be added to the photos, often just the word "No". In our example [7] one can express dissatisfaction with infinite Christmas songs. Decomposition of set phrase, as a stylistic device, helps to deliver the message, as well as the visual aspect which occupies the main meaningful position in this meme.
Going back to the criteria been chosen for the definition of the SD, it is possible to say that these memes fit them. Firstly, the intensification of structural and/or semantic property of a language unit is presented. It is reached by visual and linguistic (sometimes only visual) components of the memes. Secondly, we may consider them abstract patterns because memes are intangible; we use them only in communication. Thirdly, memes can be called the particular method of textual organization, since in every example a text and an image are organized in specific ways. Finally, memes also can be speech strategies and tactics used in the expression of style. As can be seen from the analysis, every meme has its own meaning, connotation, usage and coloring with the help of which the speaker or the writer can express their thoughts and feelings. The examination proved that a meme is a modern type of stylistic device. The conclusion gives an opportunity to use memes as a stylistic device in modern literature works, and a possibility to be noticed by the authors.
References
1. Dawkins, R. The Selfish Gene / R. Dawkins. - New York: Oxford University Press, 1989, p. 224.
2. Diaz, C. Defining and characterizing the concept of Internet Meme [electronic resource] / C. Diaz, C. Mauricio. - CESPsicol. 2013, vol.6, n.2 [cited 2018-02-13], pp.82-104. Available from: https: //clck.ru/FsUbL
3. Galperin I.R. Stylistics // Vysshaya shkola - Higher School, 1981. P. 334.
4. Kanashina S. V. Effekt obmanutogo ozhidaniya v internet-memax kak osobaya kommunikativnaya strategiya [Stylistic device of defeated expectancy as a specific communicative strategy in internet memes]. // Vestnic TPGU- TSPUBulletin, 2017, no. 10 (187), pp. 9-14 (in Russian).
5. Kozhina, M. N. Stilisticheskij ehnciklopedicheskij slovar' russkogo yazyka [Stylistic encyclopedic dictionary of Russian language] Edited by M. N. Kozhinoj, 2nd ed. // Flinta : Nauka, 2011. P. 697 (in Russian).
6. Oxford Dictionary. [electronic resource] Available from: https://en.oxforddictionaries.com/ [access 2018-03-24].
7. Yandex.Kartinki. / [electronic resource] Available from: https://yandex.ru/images/ [access 2018-03-24].
8. Zherebilo T.V. Slovar' lingvisticheskih terminov [Dictionary of linguistic terms] 5th ed. // Nazran': OOO «Piligrim», 2010. P. 486 (in Russian).
PICTURES (FILES):
Pic. 5. Cat.
Pic. 4. Keanu.
Pic. 3. Graham.
Pic. 2. Wonka.
Pic. 1. Genius.
