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AnnaMalewska-Szałygin
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SUMMARY
Whenwelookatmemesfromtheperlectiveofnewfolklore¶udiesthatresearch
e-folklore(netlore,cyber-folklore),wecanarguethattheyareadigitalformof
expressingcommonsense.Tus,focusingonpoliticalmemesandcomparingthem
toface-to-faceconversationsaboutpoliticscanrevealanumberofsimilarities,but
alsomanydifferences.Amongthesimilarities,thereisthetendencyforexpressing
shorexpressionsandcondensingcomplicatedissuesintoaveryconciseform(al-
thoughthereare,ofcourse,lengthycomplaintsinconversations,andontheinter-
net-abundantcasesofhateleak,paricularlyplentifulonnewsporals).What
ismore,bothinface-to-faceconversationsandinmemes,itiscommontouse
sarcasmandirony,howeverinmemestheironyisanessentialrhetorical¶rategy.
Itresemblestheapparentobviousnessandnaturalnessofcommonsenseandits
illusoryassumptionofthepresenceofmutualperlectives.However,memesare
an(obvious’anda(natural’commentaryforpoliticaleventsonlywithinthefra-
meworkofasharedpoliticalidentity.Welike(our’memes-theymakeuslaugh;
buttheonesthatrepresentadifferentpoliticaloptionirritateusandmakeusan-
gry,astheyarebasedonemotions.Teseemotions,createdbythemediathrough
theactivationoftheaffectivecapacity(describedwithintheframeworkofaffect
theory)-thatisformedwithintheframeworkofasetideologicalidentity-con-
¶ituteakindofabarrierthatprotectsadoptedideasfromcriticismsandopposing
arguments.Inthiswaymemes,byengagingboththerationalityandemotionality
oftheirrecipients,playavitalroleinentrenchingthepoliticalidentitiesandpola-
risinggroupsthatrepresentdissentingviews.
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