Memes de internet: modelos de comunicação digital pelo viés da Teoria da Metáfora Conceptual

Abstract

This dissertation aims to perform a qualitative analysis on the construction of meaning of the concept of MEME (internet meme) according to communication experts and regular speakers of Portuguese in the light of Conceptual Metaphor Theory (LAKOFF; JOHNSON, 2002[1980]). In order to achieve such goals, we have collected 16 definitions produced/found by Dawkins (2007), Jenkins (2009) and Chagas (2021). Besides that, we have collected 119 occurrences of the word ‘meme’ in the realm of Corpus do Português (DAVIES, 2006). When it comes to the first corpus, related to the experts, our aim was to spot the emerging conceptual metaphors, as well as which cultural models they gave rise to. Thus, we have used the software Atlas.ti, which led us to produce three analytical categories: metaphor, attribute (adjectives), and (cultural) model. As for the second corpus, linked to speakers, we were willing to also analyze which metaphors and corresponding cultural models could emerge therein. The results imply the relevance of the replication metaphor, according to which a meme is seen as a gene (DAWKINS, 2007[1976]) in both corpora. These findings highlight a perception of digital communication in which the multiplication of information plays a more important role than understanding each other as speakers. Also, one can perceive the relevance of the works of Reddy (1979) and the conduit metaphor, by means of which communication is viewed as an object transfer