Produção de memes sobre a Covid-19: estratégias e coerência
Data
2022-03-23
Autores
Jesus, Rogério Nascimento da Silva de [UNIFESP]
Orientadores
Elias, Vanda Maria da Silva
Tipo
Dissertação de mestrado
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Esta pesquisa tem como tema um estudo sobre memes e seu objetivo é analisar estratégias usadas nesse tipo de produção textual que contribuem para a construção da coerência. As questões que orientam esta investigação são: Quais estratégias se destacam na produção de memes? Como essas estratégias contribuem para a produção da coerência nesses textos? A análise é ancorada teoricamente em estudos do texto, como desenvolvidos pela Linguística Textual em sua abordagem sociocognitivo-interacional; estudos sobre a multimodalidade, na perspectiva sociossemiótica; e estudos sobre o meme compreendido como uma construção multimodal que se realiza em ambiente digital e é amplamente compartilhado, remixado e conectado ao conjunto de muitos outros memes não apenas por traços de semelhança em relação a alguns de seus componentes que resistem às alterações e lhes permitem ser identificados, mas também e, principalmente, por traços que evidenciam as transformações promovidas por seus produtores, usuários de redes sociais digitais. De base qualitativa, a pesquisa tem como corpus 17 memes relacionados ao tema da pandemia da Covid-19 que, extraídos das páginas “Bode Gaiato” e “Agostinho Sincero”, constantes na rede social Facebook e produzidos entre março de 2020 e junho de 2021, apresentam grande número de reações, compartilhamentos e comentários de seus usuários. Os memes coletados foram produzidos em um único quadro e são constituídos por elementos verbais e não verbais, compondo um design fixo. Consequentemente, não foram considerados nesta pesquisa memes produzidos com movimento, como é o caso de GIFs, stories e vídeos. Em relação aos memes analisados, os resultados indicam que os produtores utilizam estratégias verbais e visuais para que a sua produção seja reconhecida como memética e, nesse sentido, reiteram elementos popularizados em produções anteriores, adaptando esses elementos aos novos contextos, de modo que novos conteúdos são elaborados com elementos que os associam a grupos meméticos. Os memes analisados, macrotextualmente, estão relacionados a um conjunto de muitos outros memes no ambiente da rede por elementos referenciais e intertextuais constituídos por meio tanto da escrita quanto de imagens. Assim, os memes se conectam hipertextualmente, carregando em sua constituição múltiplos traços de produções anteriores e possibilitando ao leitor conexões diversas para a construção de sentidos a partir de cada remixagem realizada. Além disso, quanto aos aspectos gráficos, a análise evidencia que, nos memes selecionados, são observadas três camadas distribuídas pelo design para sugerir um roteiro de leitura: uma camada verbal, que se refere à fala da personagem; uma camada imagética com a imagem da personagem a quem a fala da camada verbal é atribuída; uma camada que corresponde ao plano de fundo da composição. Assim, estrategicamente, os produtores fazem uso de ferramentas tecnológicas disponíveis em redes sociais, aplicativos e sites geradores de memes para elaborar conteúdos, objetivando a repercussão de sua produção nas redes e a construção de sentidos por leitores.
This research has as theme a study on memes and its objective is to analyze strategies used in this kind of textual production that help in the construction of coherence. The questions that guide this investigation are: Which strategies are detached in the production of memes? How do these strategies contribute to the production of coherence in these texts? Theoretically, the analysis is based on text studies, as developed in the field of Textual Linguistics, in its sociocognitive-interactional approach; in multimodality studies, in the socio-semiotic perspective; and in meme studies, considering meme as a multimodal construction that takes place in a digital environment and that is widely shared, remixed and connected to a set of many other memes not only by similarity traits in relation to some of its components that resist changes and allow their identification, but also, and mainly, by traits that show the transformations promoted by their producers, users of digital social networks. This qualitative based research has as corpus 17 memes about the Covid-19 pandemic, extracted from the Facebook pages “Bode Gaiato” and “Agostinho Sincero”. These memes were produced between March 2020 and June 2021, and got a lot of reactions, shares and comments. The productions are presented in a single frame and are made up of verbal and non-verbal elements, composing a fixed design. Consequently, memes produced with movement, such as GIFs, stories and videos, were excluded from this research. Regarding the analyzed memes, the results indicate that producers use verbal and visual strategies so that their production is recognized as memetic and, thus, repeat elements popularized in previous productions, adapting these elements to new contexts, so new contents are elaborated with elements that link them to memetic groups. Macrotextually, the analyzed memes are related to a set that of many other memes in the network environment by referential and intertextual elements constituted through writing and images. Thus, memes are hypertextually connected and have in their constitution multiple traces of previous productions, allowing the reader to make different connections in order to build meanings based on each remix. Regarding the graphic aspects, the analysis shows that, in the selected memes, there are three layers distributed by the design which suggest a reading script: a verbal layer, which refers to the character's speech; an imagery layer with the image of the character to whom the speech of the verbal layer is attributed; a layer that corresponds to the background of the composition. Strategically, producers make use of technological tools available in social networks, apps and meme generator sites to create content in order to have an impact on social networks and to promote the construction of meanings by readers.
This research has as theme a study on memes and its objective is to analyze strategies used in this kind of textual production that help in the construction of coherence. The questions that guide this investigation are: Which strategies are detached in the production of memes? How do these strategies contribute to the production of coherence in these texts? Theoretically, the analysis is based on text studies, as developed in the field of Textual Linguistics, in its sociocognitive-interactional approach; in multimodality studies, in the socio-semiotic perspective; and in meme studies, considering meme as a multimodal construction that takes place in a digital environment and that is widely shared, remixed and connected to a set of many other memes not only by similarity traits in relation to some of its components that resist changes and allow their identification, but also, and mainly, by traits that show the transformations promoted by their producers, users of digital social networks. This qualitative based research has as corpus 17 memes about the Covid-19 pandemic, extracted from the Facebook pages “Bode Gaiato” and “Agostinho Sincero”. These memes were produced between March 2020 and June 2021, and got a lot of reactions, shares and comments. The productions are presented in a single frame and are made up of verbal and non-verbal elements, composing a fixed design. Consequently, memes produced with movement, such as GIFs, stories and videos, were excluded from this research. Regarding the analyzed memes, the results indicate that producers use verbal and visual strategies so that their production is recognized as memetic and, thus, repeat elements popularized in previous productions, adapting these elements to new contexts, so new contents are elaborated with elements that link them to memetic groups. Macrotextually, the analyzed memes are related to a set that of many other memes in the network environment by referential and intertextual elements constituted through writing and images. Thus, memes are hypertextually connected and have in their constitution multiple traces of previous productions, allowing the reader to make different connections in order to build meanings based on each remix. Regarding the graphic aspects, the analysis shows that, in the selected memes, there are three layers distributed by the design which suggest a reading script: a verbal layer, which refers to the character's speech; an imagery layer with the image of the character to whom the speech of the verbal layer is attributed; a layer that corresponds to the background of the composition. Strategically, producers make use of technological tools available in social networks, apps and meme generator sites to create content in order to have an impact on social networks and to promote the construction of meanings by readers.