Humor ve španělském virtuálním prostředí: Internetové memy z hlediska konceptuální integrace (conceptual blending)

Čičmanec, Róbert

(English) Humour in the Spanish virtual environment: Internet memes in terms of conceptual blending This research study examines multimodal internet memes in the Spanish-speaking world as examples of digital humour from a cognitive perspective. The first part describes the theoretical framework: cognitive linguistics. Specifically, it introduces the terms frame, ICM, and domain, as well as theories of prototypes, mental spaces, and conceptual blending, and provides a detailed explanation of conceptual mechanisms. It also includes a theoretical approach to internet memes. The second part conducts a cognitive analysis of the memetic content collected on Instagram within the Spanish-speaking community and, for comparative purposes, within the Slovak-speaking community on that social network, thereby constituting a corpus tailored to this study's purpose. This section aims to propose a cognitive approach to memetic constructs, considering their structure from the perspective of conceptual integration, the underlying conceptual mechanisms, and, similarly, the role of humour in these elements. Furthermore, possible ways of memetic categorization within the cognitive framework are proposed. Keywords: meme, multimodal, humour, Spanish, cognitive linguistics, Instagram

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