Meme Templates as Expressive Repertoires in a Globalizing World: A Cross-Linguistic Study
Meme Templates as Expressive Repertoires in a Globalizing World: A Cross-Linguistic Study
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模因模板作为全球化世界中的表达手段：一项跨语言研究
DOI：
10.1093/jcmc/zmy016
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
L. Shifman
中科院分区：
文献类型：
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作者：
Asaf Nissenbaum;L. Shifman
本研究以模因模板作为探讨文化全球化的透镜。通过将这些模板概念化为同时启用和限制表达的表达剧目，我们研究了主流模因文化的全球和本地维度。我们追踪了英语、德语、西班牙语和中文模因生成器中的前100个模板，每个模板使用10个示例来代表（n = 4000）。结合定量和定性分析，我们研究了这些模板中嵌入的形式，社会身份和情感。我们的研究结果表明，虽然模因模板是由美国/西方流行文化，本地模板也很明显，特别是在中国。总的来说，模因在社会上是保守的，但在情感上是破坏性的;虽然它们与霸权表征模式保持一致，但它们的情感调色板却倾向于消极的，愤怒是主要的锚，而快乐则是讽刺性的。最后，我们的研究结果提出了一个个人主义-集体主义之谜，其中模因中的情感似乎与现有的文化价值观文献相矛盾。
This study uses meme templates as a lens for exploring cultural globalization. By conceptualizing such templates as expressive repertoires that simultaneously enable and limit expression, we examined global and local dimensions of mainstream meme culture. We traced the top 100 templates in meme generators in English, German, Spanish, and Chinese, using 10 examples to typify each (n = 4000). Combining quantitative and qualitative analysis, we examined the forms, social identities, and emotions embedded in these templates. Our findings demonstrated that whereas meme templates are dominated by American/Western pop culture, local templates are also evident, especially in Chinese. Overall, memes are socially conservative yet emotionally disruptive; while they align with hegemonic representation patterns, their emotional palette tilts toward the negative, with anger as a major anchor and happiness expressed ironically. Finally, our findings suggested an individualism–collectivism puzzle, wherein emotions in memes seem to contradict the existing literature on cultural values.