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Logics of Internet Memes
Hřib, Matěj ; Řehořová, Irena (advisor) ; Gvoždiak, Vít (referee)
The diploma thesis deals with internet memes and their culture. It presents and elaborate five logics of memes, which are reappropriation, multimodality, collectivism, resonance and spread. Memes appropriate existing media content, they "poach" both meaning and expression material and use it for new bricolages. The created meaning is therefore intertextual, and the thesis applies older theories of literary intertextuality on the subject of memes. The form of memes is usually multimodal, they combine modes of picture and text or video and music. The thesis describes stable designs of text, picture and video memes. Collectivism of meme culture is manifested in the existences of templates that initiate creation of individual instances. The knowledge of templates and their use can function as a kind of subcultural capital, that the users use to distance themselves from the mainstream. Resonance of memes is most often founded on humor and personal identification with the message. Memes do not necessarily communicate referential information; they have an affective meaning. Resonance and the participatory nature of memes help their spread, that is of the same value as creation and reception in the meme culture. Keywords internet memes, internet culture, multimodality, intertextuality, remix, participatory...
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The viral potential of internet memes
Limanovský, Adam ; Jirků, Jan (advisor) ; Švelch, Jaroslav (referee)
This diploma thesis deals with the phenomenon of Internet memes. The theory of memes came from the evolutionary biologist R. Dawkins in the late 1970s, as a cultural analogy of genes. Decades later, the term "meme" began to appear in Internet culture in conjuction with Internet jokes. This thesis works with the concepts of meme, virality, spreadable media and media convegence. All of these terms define the current Internet environment. The diploma thesis is based mainly on books by L. Shifman: Memes in Digital Culture, H. Jenkins: Convergence Culture: Where Old and New Media Collide and Spreadable Media: Creating Value and Meaning in a Networked Culture (co-authored) and K. Nahon and J. Hemsley: Going Viral. This diploma thesis deals with the definition of the term meme and its differentiation from the term virality, because for the average Internet user, these two terms are synonymous. The thesis describes meme genres, phases of the creation of Internet memes, which arise mainly from spreadble media and on the basis of which principles are memes created and what factors contribute to their spread in cyberspace. The analytical part consists of a contextual analysis of selected Internet memes, which demonstrates how digital manipulation changes the context of memes in which the meme can be used and how this...
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Humor of facebook and its role in the presidential election campaign
Dubská, Veronika ; Švelch, Jaroslav (advisor) ; Dvořák, Tomáš (referee)
This thesis deals with humour on Facebook, I examine the themes and practices of humorous posts that are related to the direct election of the President of the Czech Republic,in particular to the two candidates who got into the second round of presidential elections, Karel Schwarzenberg and Miloš Zeman. In the theoretical part I introduce humour from a theoretical point of view. I identify three central theories, types of jokes and function of laugh. In subsequent chapters I define the basic assumptions that lead to the involvement of fans in the creation of online posts, which can circulate through social networks. I present new tools in online political marketing and summarize the basic topics of the official campaigns of both candidates. In the practical part I analyze, using the grounded theory, how and why Facebook users worked with humour in posts which respond to the presidential election. The material which was searched, can be described as illustrated jokes, photos with or without text, collages, comics or cartoons from official and unofficial Facebook pages of both candidates. The research showed that humour had primarily negative role during the campaign. Humour was a tool to defame and ridicule the candidate, jokes showed his shortcomings. It also warned voters what could happen in the...
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Glitch and its social aspects in video game culture
Švelch, Jan ; Macek, Jakub (advisor) ; Reifová, Irena (referee)
Glitch is becoming an important topic both in popular culture and academia. In 2012, Disney cast a glitch as a major character in its movie homage to arcade video games Wreck-It Ralph. More and more studies about glitch are emerging across various disciplines, from media studies to aesthetics. So far, researchers were focusing mostly on theoretical and technological aspects of the glitch. This Master's thesis aims to analyze the "everyday" glitch and the roles it plays in the video game culture, conducting a qualitative content analysis of online discussion forums of three recent hit video games: The Elder Scrolls V: Skyrim, Mass Effect 3 and Star Wars: The Old Republic. The first part of the thesis reviews the literature connected to the glitch and explains its connection to similar scientific concepts: error, noise and emergence. It also introduces different aspects and roles of the glitch, ranging from cheating and metagaming to humor and aberrant use. The second part consists of the analysis of online discussion forums concerning the player definition of the glitch, the process of finding and sharing the glitch and about the main aspects of the glitch from the viewpoint of active participants in online discussions: glitch as an error or a feature, patching the glitch, cheating, metagaming and humor. As...
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