Hierarchies among intertextual references: reading Reggaeton Ilustrado’s digital humour through the colonial matrix of power

Abstract

ABSTRACT This article examines intertextuality in digital humour through a combination of tools from pragmatics and decoloniality. The study draws on a dataset of Spanish image macros that intertwine highbrow and lowbrow intertextual references. The analysis is framed by key theoretical concepts at the discursive and hierarchical levels. Specifically, three domains of the colonial matrix of power (knowledge, humanity and governance) are used as analytical categories to identify specific intertextual strategies and hierarchies present in the data. The visual and verbal components of the items are analysed through critical discourse analysis with attention to their salient signs. The use of the colonial matrix of power as an analytical tool for identifying hierarchies in intertextual references stands out as a methodological application with the potential to be further replicated in discourse analysis.