Agency, sociability and the aesthetics of postmodernism
By Juliana Brunello
This study focuses on internet-memes and proposes a shift of stances in which to understand the phenomenon – from one based on memetics to one based on everyday-creativity and the aesthetics of postmodernism. In order to substantiate this shift, the following question is addressed: In which ways are internet-memes creative and not simply memetic? A selection of internet-memes is then analyzed in their semiotic and discourse attributes with focus on their aesthetic characteristics. The study concludes that through agency and sociability, the composition of internet-memes entails much more than simple imitation. It involves using familiar ideas and previous knowledge in order to make creative unfamiliar combinations; appropriating, remixing and then recontextualizing different elements into novel, amusing, unexpected, and often humorous ways, thus creating something original out of something that has been copied. In sum, internet-memes are a result of individuals playing creatively with memetic elements within the aesthetics of postmodernism.
Master Thesis
Supervising lecturer: Prof. Dr. Jeroen Jansz
Second reader: Prof. Dr. G.M.M. Kuipers
Erasmus University Rotterdam
Research Master Sociology of Culture, Media and the Arts
Handed in: 01.07.2012
Nr of Words: 10.000
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