Intertextual virality and vernacular repertoires: Internet memes as objects connecting different online worlds

• Autor(a) principal: Zanette, Maria Carolina
• Data de Publicação: 2019
• Outros Autores: Blikstein, Izidoro, Visconti, Luca M.
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/79714
• topic: Internet memes; consumer collectivities; virality; intertextuality; repertoires; Memes de internet; colectividades de consumidores; viralidad; intertextualidad; repertorios; Memes da internet; coletividades de consumidores; viralidade; intertextualidade; repertórios

This work describes the trajectory of Internet memes, their main characteristics, and their relationship with the fields of virality literature and cultural production research. We explore the historical trajectory of internet memes and identify their constitutional features (vernacularism, virality, and intertextuality). We also propose that memes are objects that act as provocateurs; this is because they are carriers of meaning that reflect the repertoires of closed communities. However, they acquire new reflected repertoi­res in the process of being transmitted intertextually among consumers. As such, this work both clarifies the intertemporal and logical interdependencies between online cultural production and virality, as well as unveil the linking power of vernacular backgrounds and shared expressive practices (in our context, elaboration of common memes) for online consumer collectivities.