Дискурс самоідентифікації в мемах

Abstract

The paper is devoted to the study of the evolution of internet memes and their role in determining self-identification. The base of research was an image with changeable phrases, which tend to spread from person to person via social networks, blogs, direct email. According to recent studies, «self-identification memes» were typical for 2007-2013, when ready-made pictures with faces were popular, in which the consumer could recognize his social group. And now there is more typical such phenomena as «memes-reactions to events». However, the hypothesis of the study is the topic of self-identity has not disappeared, but took a different form in modern meme. The study showed that mem-reaction really dominate in charts, but the process of self-identification is carried out covertly through the phenomenon of "posting cats", which show transformation of many basic categories as bodypositive, comfort, millennial. The catmemes represent the changes in the modern generation: 1) the desire to use their charm, not hard work. A generation of bloggers, especially beautyблогеров-the most striking evidence. 2) the desire not to be always rational, and occasionally act like Nancy or johnny Getsul. 3) the Desire to be yourself, personifying: a) the Desire for comfort (Shironeko), b) Recognize the existence of an imperfect body and character (Fat cats and Sad cat) C) Recognition of conflict as sometimes necessary part of love to another (Kus)