THE ROLE OF MEMES IN CHANGING/STRENGTHENING SOCIAL AND CULTURAL VALUES: A DISCOURSE ANALYSIS OF MEMES ON SOCIAL MEDIA IN PAKISTAN

Abstract

The impact of social media cannot be ignored on the discussion of public affairs. One example of the extensive use of social media for dissemination of ideas in Pakistan is the consumption of online memes. Memes are humorous images, text or videos that are shared by the internet users. This research aims to address a gap in the field of media discourse by conducting an analysis of the visual and linguistic representations of memes in association with their social and cultural impacts. Memes can take the form of any concept, phrase, word, image, symbol, metaphor, or brand name. In the dissemination of memes platforms like Facebook, twitter, Instagram, and Tik Tok play crucial role. However, there is no much more work about the social and cultural effects of user generated media material on society. This is the study of memes by using Fairclough’s Linguistic Theory and Machin’s Visual Analytical Theory for linguistic and Semiotic analysis to understand how the memes do play a role in either changing or strengthening social and cultural values of Pakistani society. Mixed method of research is used for analysis involving both qualitative and quantitative analysis. It is found that memes shared on social media platforms can be used for trolling, criticizing, promoting and glorifying a social idea or cultural aspect of the society. Social media memes are the source of enriched social and cultural discourse of the values and norms of the Pakistani people as memes are a medium to express emotions, humor, sarcasm, ideas and beliefs.