Memes in Frame-Semantic Perspective

Table of Content

1. Introduction

2. The Term Meme

2.1. Origin and Meaning in the Context of Internet-Based Communication

2.2. Examples for Memes on the Internet

3. Image Macros as Language-Image-Texts

4. Communication Forms of Memes

5. Humour in Memes

6. Frame Semantics – Theory and Keywords

7. Analysing Image Macros with Frame Semantics

7.1. The Image Macro Form Frame

7.2. The Good Guy Greg Content Frame

7.3. The Humorous Attitude Frame

8. Conclusion

Objectives & Core Topics

This thesis investigates memes as valuable objects for linguistic analysis, specifically focusing on image macros as representatives of internet-based memetic communication. The primary goal is to establish a unified theoretical framework using frame semantics to describe how these complex, bimodal entities are constructed, understood, and perceived as humorous by users.

• The linguistic classification of memes and their evolution from Richard Dawkins' original concept.
• Application of Stöckl’s language-image-link theory to define image macros as cohesive texts.
• Analysis of communicative properties using Dürscheid’s model to explain memetic remediation.
• Examination of humorous mechanisms through Alexander Brock’s incongruity model.
• Integration of frame semantics (frames, slots, fillers, and default values) to analyze the structure of Good Guy Greg memes.

Excerpt from the Book

Summary of Chapters

1. Introduction: Outlines the ubiquity of memes in modern web society and defines the thesis’s objective to validate memes as objects for linguistic study through frame semantics.

2. The Term Meme: Explores the origins of the term "meme" from Dawkins' biological analogy to its current usage as an umbrella term for internet-based visual content.

3. Image Macros as Language-Image-Texts: Utilizes Stöckl’s theories to categorize image macros as multi-modal texts that can be analyzed linguistically.

4. Communication Forms of Memes: Applies Dürscheid’s six communication properties to explain how memes function and how they undergo remediation across different media.

5. Humour in Memes: Introduces Alexander Brock’s incongruity model to explain the mechanics of humor found within image macro series.

6. Frame Semantics – Theory and Keywords: Provides the theoretical foundation of frame semantics, defining key terms such as frames, slots, fillers, and default values.

7. Analysing Image Macros with Frame Semantics: Synthesizes the previous chapters by applying frame semantic vocabulary to analyze the structure of the "Good Guy Greg" meme series.

8. Conclusion: Summarizes the findings and confirms that frame semantics is a successful approach for analyzing the knowledge patterns required to understand complex memes.

Key Terms

Memes, Image Macros, Frame Semantics, Internet-Based Communication, Remediation, Incongruity, Humour, Good Guy Greg, Linguistic Studies, Bimodal Entities, Slots, Fillers, Default Values, Communication Forms, Stöckl.

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis focuses on analyzing internet memes, particularly image macros, using linguistic and cognitive theories to understand how they are structured and perceived.

What are the central thematic fields?

The central fields include frame semantics, humor studies, communication theory, and the analysis of language-image-links in digital media.

What is the main research question?

The research explores whether frame semantics provides a suitable framework to describe the patterns of encyclopaedic knowledge needed to understand complex, bimodal memetic entities.

Which scientific methods are employed?

The author uses a qualitative, analytical approach, integrating Stöckl’s language-image analysis, Dürscheid’s communication form properties, and Brock’s incongruity-based humor model under the overarching umbrella of frame semantics.

What topics are discussed in the main part?

The main part covers the historical and conceptual origins of the "meme," formal aspects of image macro construction, the role of remediation in content transfer, and a detailed frame semantic analysis of the "Good Guy Greg" stock character series.

Which keywords best characterize this work?

The work is defined by terms such as Frame Semantics, Memetics, Image Macros, Remediation, and Incongruity.

How does the author define a "meme" in this context?

The author uses "meme" as an umbrella term for popular, entertaining digital entities—like GIFs, videos, and image macros—that spread through imitation and re-contextualization, moving beyond the original biological definition provided by Richard Dawkins.

What is the role of "Good Guy Greg" in the analysis?

Good Guy Greg serves as the primary case study for the frame semantic analysis, demonstrating how the interplay between stable visual elements (the "form frame") and variable captions (the "content frame") creates expectations that are broken to produce humor.

How is the "remediation" of memes explained?

Remediation is described as the process of adapting content across different communication forms (e.g., from a YouTube video to a Buzzfeed article using GIFs and text) to suit the technical needs and constraints of the user's internet environment.