LINGTERSA
(Linguistik, Terjemahan, Sastra)
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Meme Undertook a Sociological Analysis of Vaccines Utilizing Various Multimodal Voice
Alemina Br. Perangin-angin
*1, Khairunnisya
2, Umar Mono
31Universitas Sumatera Utara, 20155, Indonesia
2Universitas Sumatera Utara, 20155, Indonesia
3Universitas Sumatera Utara, 20155, Indonesia
*Corresponding Author: [email protected]
ARTICLE INFO ABSTRACT
Article history:
Received 26 December 2022 Revised 19 January 2023 Accepted 28 February 2023 Available online 28 February 2023
E-ISSN: 2964-1713 P-ISSN: 2775-5622
Following the COVID-19 epidemic, a massive vaccination drive has impacted the global social fabric. This article explains multimodal discourse analysis, often known as multimodal content analysis, a qualitative content analysis method. The term "multimodal discourse analysis" refers to studying different communication modalities. It also gives scholars an example of multimodal discourse analysis that they may use to guide future research and start a debate about the possible benefits and problems of using several forms of communication. It has been thoroughly described that this study exhibited multimodal voices that can be compatible or divergent, as in pragmatic dissociative echoing. According to the theoretical thrust of this analysis, some memes are (re)posted via social media (and, in some cases, become viral), and the prior voice(s) can be re-purposed (e.g., ridiculed or unknowingly misinterpreted). Overall, this research has significant theoretical and methodological implications for memes since it highlights the efficacy of multimodal voicing, intertextuality, and echoing notions. This study emphasizes the epistemological uncertainty in public and academic understandings of memes and voices that cannot be characterized unequivocally.
Keyword: Meme, Covid-19, Multimodal Social Analysis, Echoing, Intertextuality How to cite:
Huszka, B. (2020). Metaphors of Anger in Contemporary Bahasa Indonesia: A Preliminary Study.
LingPoet: Journal of Linguistics and Literary Research, 1(1), 26- 30.
This work is licensed under a Creative Commons Attribution-NonCommercial- NoDerivatives 4.0 International.
http://doi.org/10.26594/register.v6i1.idarticle
ABSTRAK
Menyusul epidemi COVID-19, dorongan vaksinasi besar-besaran telah berdampak buruk pada tatanan sosial global. Artikel ini menjelaskan analisis wacana multimodal atau sering dikenal dengan analisis isi multimodal, sebuah metode analisis isi kualitatif. Istilah "analisis wacana multimodal" mengacu pada mempelajari berbagai modalitas komunikasi. Ini juga memberi para ilmuwan contoh analisis wacana multimodal yang dapat mereka gunakan untuk memandu penelitian di masa depan dan memulai perdebatan tentang kemungkinan manfaat dan masalah penggunaan berbagai bentuk komunikasi. Telah dijelaskan secara menyeluruh bahwa penelitian ini mendemonstrasikan suara multimodal yang dapat kompatibel atau berbeda, seperti dalam gema disosiatif pragmatis. Menurut dorongan teoretis dari analisis ini, beberapa meme diposting (kembali) melalui media sosial (dan, dalam beberapa kasus, menjadi viral), dan suara lama mereka dapat digunakan kembali (misalnya, diejek atau tanpa disadari disalahtafsirkan).
Secara keseluruhan, penelitian ini memiliki implikasi teoretis dan metodologis yang signifikan untuk meme karena menyoroti kemanjuran suara multimodal, intertekstualitas, dan gagasan resonansi. Kajian ini menekankan ketidakpastian epistemologis dalam pemahaman publik dan akademik terhadap meme dan suara yang tidak dapat dicirikan secara tegas.
Kata kunci: meme, covid-19, analisis sosial multimodal, gema, intertekstualitas
Introduction
According to specialists, the current COVID-19 outbreak is undoubtedly the world's most devastating public health crisis since the 1918 Great Influenza. Previously, societies warned us that the race to find solutions to this pandemic was becoming more urgent. Knowing that humans have a long history of
All countries are under intense pressure to respond fast and effectively to this global outbreak. As a result, governments were forced to impose strict lockdown measures on their citizens to prevent the virus from spreading throughout the country. Various forms have been conducted on government-implemented actions (especially lockdown and social alienation). National identity, fake news, conspiracy theories, and personality traits are just a few aspects of stutotorsbet better standy individuals support or reject specific rules and regulations. As a result, numerous studies have been done to better understand people's behaviors in times of crisis and to offer context for their acceptance or rejection of government measures.
Because COVID-19 has been heavily disputed, citizens have used social media to express themselves through "memes" or short digital jokes. According to Eileen Botting et al., 2014, cited in Schwartz, 2020, memes are "widely recognized yet variably copied representations of ideas" that have been "replicated over and over again." Memes, according to Carl C. Chen (2012, p. 7) is a "bit y infectious and frequently pretty hilarious component of internet culture . Various COVID-19 memes on social media and numerous lists of
"the best of" COVID-19memes attest to the phenomenon's widespread recognition and attractiveness. Many non-academic writings describe comedy's calming and uplifting effects on people's spirits. Indeed, relief is a well-documented psychological function associated with mood. It can be utilized to cope with a wide range of situations, even terrible ones (see, e.g., Martin, 2007; Martin and Ford, 2018 and references therein).
COVID-19 humor may be characterized as a dark comedy since it coexists with daily updates on mortality and infection data (Bischetti et al., 2020), which is humor inspired by or generated in the context of severe problems such as deaths and illness (see Dynel and Poppi, 2018 and references therein). The social relevance of COVID-19 comedy is impacted by its availability on social media and the distance between a single specimen and the epicenter (Bischetti et al., 2020). Individual users participating in iinpolyvocl or public discussions on sociopolitical issues by submitting amusing memes and using themes to express their views on current events (see Dynel and Poppi, 2020; Milner, 2016; Ross and Rivers, 2018). As a result, memes can shed light on current social and political issues, as w and serve as vehicles for disseminating sensitive information and points of view (e.g., Al Zidjaly, 2017; Huntington, 2015).
Although multimodality research has been published for over three decades, it is becoming increasingly important due to the popularity of Internet discourses that incorporate several modes of communication (text, image, audio, video) (Yus F, 2019). Indeed, the most exciting picture-text combination for pragmatic (i.e., cyberpragmatic) analysis is one in which the ultimate meaning of the meme cannot be determined solely from the partial meanings of the text or image but only from their combined meanings that yield implications. Finally, Jewitt (2014) summarizes the main assumptions in mode studies: (a) all communication is multimodal; (b) a language-only analysis cannot account for meaning; (c) each mode has its own distinct set of resources due to its materiality and social history, and (, and mode work and meaning, so understanding how modes work together is critical to understanding communication. The fourth assumption in Jewitt, ibid., is critical in the context of meme communication. This makes a relevance-theoretic analysis quite useful.
The ironic utterance of the speaker identifies a dissociated (scornful, disparaging, mocking, or critical) attitude. Finding and mocking an assumption made by the speaker is the focus of ironic interpretation (Piskorska, 2016). Many memes rely on the reader's prior knowledge of current events and political concerns to be understood. Even if the meme itself makes little sense without the context provided by the specific period and news item that justified its release (Kardas, 2012, p.208; El Refaie and Hörschelmann, 2010, p.197), this is still the case. As mentioned by Conradie et al. (2012, p.41), there are two frameworks of analysis for cartoons and memes: one based on the reader's prior knowledge (reader-oriented method) and the other focusing on the discourse's semiotic elements (text-oriented strategy). The sampling memes (taken from a '#COVID-19 meme' search on Twitter, 9gag, and Reddit)
Figure 1. The COVID-19 memes
The COVID-19 memes depicted in Figure 1 show a variety of timely topics, such as mistrust of the vaccine's effectiveness (Example 1), a refusal to return to the office because working from home has been more convenient (Examples 2 and 6), trust issues with government policies that lead people to suggest that they test the vaccine first (Example 4), and distrust with government policies regarding vaccine distribution that pretends to be an impossible mission (Examples 3).
The author acknowledges their irrationality in the textual meme created from a hilarious vaccination issue; for example, in Example 1, the author admits to being baffled by the fact that the Pfizer vaccine is 90%
effective, yet Covid is 99.8% survivable. This means that the average of trust and untrust is practically identical. Example 1 shows a mismatch between the actual and expected work settings at home. Example 1 in dissociated matter refers to contemptuous and critical types. Pfizer made the cat (Example 2), and boy (Example 6) leave their comfort zones, indicating a mismatch between the natural effect of working from home, which causes people to create their comfort zone, and the company's expectations. Both of them are contemptuous. Until it is determined that government personnel should test the Covid vaccination, society’s trust difficulties in the government are depicted in Examples 4 and 7, respectively.
First and foremost, the author claimed that if the vaccination is safe, it appears promising, but the country is safe if they die. So much is related to a critical problem in world politics, for example, 3 and 4, yet example 7 is scornful and disparaging. The government discovered the vaccination for Examples 5 and 7, and the school was set to go offline, deemed disparaging. However, distributing 7.5 billion immunizations to protect all pupils worldwide was impracticable. Example 7 also shows that if you are vaccinated due to Corona, you should refuse to take it and instead allow natural selection to take care of the rest. The final example is example 8, in which the meme indicates a pejorative (showing a bad or contemptuous connotation, a poor opinion, or a lack of regard toward someone or something) that could affect people because of their restrictive views about vaccines. The author stated that he did not want to be vaccinated because he feared becoming microchipped. Meanwhile, he continues to use the internet wherever he goes.
Examples 2, 6, and 7 all refer to media artifacts. In Example 6, a scene from The Simpsons acts as the meme author's mouthpiece, pondering how individuals feel after obtaining a vaccination. Working from home makes it tough to leave the comfort of one's house, just as a baby will not go to their crib. Parts of Drake's sequence in the 'Hotline Bling' clip video sparked a slew of memes showing a variety of difficulties, such as example 3. When the Covid-19 vaccine was found, the authorities declared that school would begin soon. In actuality, billions of children and sources must be vaccinated first, which will take a long time, but no timetable has been set. This policy affected people's self-perceptions.
Meanwhile, the animated film The Minion features a sequence in which one of the main characters, Gru, wishes to convey his plan to the other characters. It is a template for the author to describe something methodically planned, yet it has resulted in certain culpable situations, such as the Covid vaccine phenomenon against anti-vaccination campaigners. If they refuse to be vaccinated, they should eventually be abandoned to nature's mercy. Example 2, however, is utterly clueless about the photograph's provenance. On December 19, 2018, a Twitter user shared pictures of a cat that had been pulled from the crevice between a wall and a window in a Brooklyn home. The photo's description reads, "me pushing myself to venture out of my comfort zone."
In less than three years, it has earned over 116.000 likes and 50.000 retweets, which is an astonishing level of attention. It was similar to someone who had worked from home and reported feeling so at ease. They do not need to dress well-prepared every mindset during traffic, rush hour, a toxic officemate, or any other reason.
Today's anonymous collective voice resonates with users’ voices as they express themselves. The rest of the cases that use famous voices and use pop culture allusions follow a predictable pattern.
As a result of these findings, it is feasible to conclude that memes about COVID-19 vaccinations are viral and consist of nested points of view, whether approving or mocking prior voices (sometimes through parody). Memes concerning COVID-19 vaccinations can be understood by inspecting the various constellations of multimodal agents in the manually compiled corpus. Using this data, we can learn more about how individuals mock vaccines online during the pandemic. As a result, a novel theoretical contribution to humor research is made, namely the many roles and multimodal voices involved in memetic humor generation.
According to the authors, the study also demonstrates the possibility of epistemological difficulties with memetic thinking.
Voice, Intertextuality, Echo, and (online) Humor
Cooren and Sandler stated in 2014 that when we speak, we arrange the different voices in our speech to convey what we want (p.228). Everything people say is either a subtle or overt imitation of something they have previously heard. Many voices and intentions are expressed through words or other forms of expression, whether verbal, nonverbal, or multimodal. This is called voicing and relates to how meaning-bearing resources are blended across diverse modes of expression (Jewitt et al., 2016; Kress, 2010; Van Leeuwen, 2004). The conscious and visible repeats of previously communicated information are perhaps the most natural thing to think of as voicing; intertextuality is a phrase that most people understand similarly. On the other hand, intertextuality is a broader term with a breadth similar to voice. Norrick (1989), Tsakonas (2018), and Tsakonas and Chovanec (2000), for example, exploited intertextuality in their investigations (Tsakona and Chovanec, 2020). Dynel and Poppi are two of these people in 2020. Wiggins in 2019 and Milner in 2016.
Memes, short bursts of visual, audio, and text, are easily shared and re-shared on the internet. Memes have begun to break free from the limits of the technologies used to reproduce, alter, and propagate them in recent years. Contrary to what propaganda and advertising (now circulating image texts) promised, memes take new pathways. The meme escapes propaganda's intellectual cage and incites an explosive type of political feeling. Memes, like advertisements, do not spread for profit but for enjoyment. Memes liberate us from the constraints of established genres and allow us to discover new things. There may still be some non-pure hybrid forms of memes, such as the "ungainly, clattering qualities" of horse locomotives, which were regarded to be highly promising at the time" (Porter, 1997; Hardesty et al., 2019).
Memes are short bursts of visual, audio, and text that may be quickly shared and re-shared on the internet. In recent years, memes have begun to break away from the constraints imposed by the technology employed to generate, adapt, and spread them. Contrary to what marketing and advertising (now circulating image texts) promised, memes forge new paths. The meme escapes the conceptual confines of propaganda and incites an explosive form of political feeling—memes, like commercials, are read for fun rather than profit.
Memes free us from the confines of existing genres, allowing us to explore new things. Some non-pure hybrid
can be passed down through generations by imitation. Mnemonic devices remember everything from stories and songs to recipes and melodies to baseball pitches and sculptures. Internet memes are often composed of stock photos from popular culture with a new caption or phrase superimposed on top (see Example 6, Figure 1), which can be regarded as an intertextual component (see Example 7, Figure 1). In addition to Dynel, 2016a;
Smith, 2019; Wiggins, and Bowers, 2015 (see, for example, Example 3 in Figure 1), pre-existing meme templates can be used for several purposes (such as Example 3 in Figure 1) are rarely used. Similarly, vaccine memes are likely to be regularly shared on social media.
Bakhtin's concept of voice has also been applied in the study of comedy, particularly in social media, such as Tumblr postings, Amazon review parodies, and novelty Twitter accounts. Similar to intertextuality, they demonstrate how different voices (actual, fictional, or imagined) can be artistically blended in one work.
Bakhtin proposed the concept of "double voicing," which occurs when "two semantic intentions arise in one discourse, two voices." It is vital to note that it describes when "one of these voices is employed to criticize, or mimic, the other." As Vasquez (2019) puts it, "double voice" is an essential aspect of the parody. In this instance, the author adopts a second voice that exaggerates, criticizes, ridicules, interrogates, or mocks the first.
Dissociative echoing can be considered a form of parody when viewed in this light. In pragmatic research, the idea of dissociative echoing of a representation (such as a thought or a word) is regarded as the hallmark of irony (for an excellent overview, see Piskorska, 2016). If this interpretation is correct, irony is defined as the act of repeating a previously uttered phrase or an unconscious sentiment, belief, or expectation to demonstrate that the individual is uninterested in the words of anticipation. Someone generally gives an opinion (positive or negative) regarding a claim made by someone else, even if that person is not named. This echo does not have to be humorous (Diez-Arroyo, 2018). COVID-19 vaccination memes illustrating this concept
To avoid this, the researcher employed metapragmatic evaluations to guarantee that the results were not influenced by the researcher's own (idiosyncratic) sense of humor, which could have influenced the results in some situations. So, despite the data sources containing many memes, GIFs and short films were excluded from the data selection procedure for simplicity. Many of the same things were discovered frequently with no changes, such as a new little or cut-down image, demonstrating how widespread the memes are. Many of these items were removed once the data was acquired. This time-consuming technique resulted in a manageable collection of hilarious multimodal things regarding the COVID-19 vaccine saved as PNG files. As a result, the various multimodal components are classified as visual and textual.
Multimodal memes (Yus, 2019) were investigated qualitatively utilizing a theory-grounded method and the Multimodal Discourse Analysis principles. This entailed paying attention to several delicately intertwined components that combined distinct modalities and were accomplished through a grounded theory approach and the Multimodal Discourse Analysis principles (e.g., Jewitt et al., 2016; Kress, 2010; Van Leeuwen, 2004; Wang, 2014). Meme authors pick different ways to express meaning to emphasize certain aspects of importance while neglecting others (Smith, 2019). Memes can also assist people in making more complex meanings when considered in the context of their social, political, and cultural world (see, for example, Dynel and Poppi, 2020; Hakokongas et al., 20020; Jiang and Vasquez, 2019; Milner, 2016; Ross and Rivers, 2018, and Smith, 2019). Overall, the data set's memes were examined for their multimodal content and online history by the critical discourse analytic tradition, which looks at micro looks-social structure levels.
Methodology
Since the news of the new coronavirus began spreading, vaccines have become highly contentious discussion topics. The vaccine's effectiveness, and if so, what kind of vaccine should be used to protect oneself and others from COVID-19, have been the subject of numerous theories and claims. A wide range of people refuses to get vaccinated because of this misinterpretation. They say that natural immunity is better than vaccination immunity. Vaccines have toxic ingredients that can harm people, and Covid-19 vaccines can make you Covid-19 and so on. Many people believe they have strong immunity and will handle the illness without
difficulty because of the AstraZeneca vaccine, the Covid-19 vaccines, which contain microchips, and the vaccine's side effects, all of which are incredibly harmful. Furthermore, there has been speculation that the vaccine was developed too quickly and without adequate research and is therefore unsafe. Moreover, people are under the impression that if they have already contracted Covid-19, they do not need to be vaccinated.
The data for this study was acquired systematically from 9gag, Reddit, and Twitter during the period when knowledge about the novel coronavirus in China grew into news about the global pandemic. Interval searches were conducted using relevant tags that served as users' metapragmatic assessments: 'COVID-19' (or '#coronavirus'),' meme,' and 'vaccine.' As a result of these choices, the corpus size organically decreased (making it more suitable for manual analysis), as only a tiny percentage of vaccine-related memes on the websites had the three tags. Additional conditions were required for images to be included in the corpus (thus further reducing the corpus's size), including being tagged with the words 'funny' or 'humor' and being rated as amusing by at least three users, as evidenced by their verbal and non-verbal reactions, such as the use of emoticons, in subsequent comments. This was done to avoid the researcher's bias, which is regular in comedy studies (for discussion, see Dynel, 2018). (See Dynel, 2018 for a debate).
To avoid this, the researcher used metapragmatic evaluations to ensure the result was not distorted by the researcher's own (idiosyncratic) sense of humor, which could have changed the outcome in some cases. So even though the data sources had many memes, GIFs and short videos were left out of the data selection process for simplicity's sake. Many of the same things were found repeatedly with no changes, like a new little or a cut-down image, which shows how popular the memes are. As the data was being gathered, many of these things were removed. This complicated process led to a manageable set of humorous multimodal items about the COVID-19 vaccine saved as PNG files. Thus, the different multimodal parts fall into visual and textual groups.
These data, multimodal memes (Yus, 2019), were analyzed qualitatively using a grounded theory approach and following the Multimodal Discourse Analysis principles. This meant paying attention to multiple, very subtle interwoven components that mixed different modalities and were done so using a grounded theory approach following the Multimodal Discourse Analysis principles (e.g., Jewitt et al.; 2016;
Kress, 2010; Van Leeuwen, 2004; Wang, 2014). The truth is that meme authors choose different ways to convey meaning to make some parts of meaning more important while ignoring others (Smith, 2019). Memes can also help people make more complex meanings when they are taken into account in the context of the social, political, and cultural world they live in (see, for example, Dynel and Poppi, 2020; Hakokongas et al., 2020; Jiang and Vasquez, 2019; Milner, 2016; Ross and Rivers 2018, and Smith, 2019, among others). Overall, the memes in the data set were looked at for their multimodal content and online history, all in line with the critical discourse analytic tradition, which looks at micro and macro-social structure levels.
Finding and Analysis
The most popular vaccine memes are identified as part of this fact-based investigation. Memes are a mash-up of various (non-funny) voices, whether they work together. To better understand how memes evolve, the roles of the people involved, such as the subject of the meme, the person who took the picture and first posted the meme online, and the person who has either changed the meme into a new one or reposted it without changing modifying as the (meme) poster. When the author can be recognized, the author and the topic could be the same person, which is unusual. They may also be working together, in which case they will speak in unison.
Sometimes their voices clash, as is common with (re)poster voices, which can alter the original meme author's or previous poster's intent (Dynel, 2020). Memes concerning COVID-19 vaccinations could have originated from re-contextualized true stories about China, such as the one seen in Figure 2. This tweet depicts people in various countries comparing the number of Corona infections, and it sarcastically mocks China, where the initial virus originated. Even if this and many other images of people reaching the victims were (re)posted as examples of humor, even if the subjects did not intend for it to be entertaining, the tweeter's voice and the subjects' voices should not be interpreted to mean that they are mocking each other. They were (re)posted as humorous examples. Outside of China, the COVID-19 threat had not yet been established, and there was little sympathy for those impacted.
Figure 2 The member of the mocking group.
In the run-up to the 2020 pandemic, people have been sharing a lot of memes regarding COVID-19 vaccines. This study's findings are remarkable. Early 2020 meme research discovered several key memetic patterns, although most complicated meme subjects. First, there was dissociation echoing of multimodality cited meme subjects (butts) who received the covid vaccination; second, there was dissociative echoing of people who received the vaccine on social media.
Many diverse multimodal voices are engaged in the production and transmission of memes, as evidenced by these patterns. They demonstrate that people communicate verbally and through a multimodal discourse that includes visual and linguistic elements. As a result, this work generates new theoretical generalizations regarding memes and the number of voices they can have. It does not rely on pre-existing meme templates or stock photographs that can be used for various topics but on new photos of individuals.
These images have the potential to go viral or serve as meme templates on their own. Overall, this is significant for the general study of comedy and memes.
The participants’ voices (subjects, authors, and (re)posters) may be in or out of tune. Even if it is not apparent from the meme, the topic and author of the meme may speak in unison. Users can form an asynchronous choir by continually publishing or reposting the same (viral) image, tacitly endorsing each other's happy feelings. Alternatively, there could be a difference of opinion. The voice of the meme subject can be mocked by disassociating it from the context in which it was first heard through multimodal echoing.
Dissociative echoes, on the other hand, can be generated by parodying an unknown collective voice. This style of parody, like other forms of satire, does not require any strong criticism or meanness toward the parodied voice or ideals (e.g., Dentith, 2000, Hutcheon, 1985, Rossen-Knill and Henry, 1997; Vásquez, 2016, 2019 and references therein) (Bateson, 1972 [1955]; see also Dynel and Poppi, 2019).
Conclusion
The term "multimodal discourse analysis" refers to studying different communication modalities. It also gives scholars an example of multimodal discourse analysis that they may use to guide future research and start a debate about the possible benefits and problems of using several forms of communication. They are thoroughly discussed, and it is demonstrated that they rely programmatically on nested (multimodal) voices that can be compatible or divergent, such as vaccinated people's dissociative echoing or their collective voice's dissociative parodic echoing.
The COVID-19 vaccine meme gives many possibilities for misinterpretation, or even numerous interpretations, from both users and scholars. Based on a few observations, some individuals may mistake what seems to be a parody or spoof for an authentic voice and upload it (and) in some circumstances; it may be the other way around. It may require deception on the part of the subject, the author, and the poster so that the
receivers feel the depiction is accurate rather than made up. These discoveries about the intricacy and ambiguity of memes are not limited to COVID-19 vaccination memes and should be considered by humor researchers when analyzing memetic data. In the same way that COVID-19 is unclear. Humanity will hopefully grasp and eliminate the virus, but the voices of people who post funny memes online cannot be known for sure.
According to this hypothesis, because people submit memes on social media and some are reposted or go viral, people can utilize or change the voice of the meme subject, creator, or even the person who uploaded the meme without recognizing it. This research has significant theoretical and methodological implications for the study of memes. It demonstrates how notions like multimodal voicing, intertextuality, and echoing can be applied to research. It indicates that memes can be challenging to define because the voices behind them are not always identifiable.
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