MEMES EN INSTAGRAM: UN ESTUDIO DE CASO DE CUENTAS DEDICADAS A LA PRODUCCIÓN Y CIRCULACIÓN DE ESTAS NARRATIVAS CONTEMPORÁNEAS

Abstract

This article is part of a research project developed at the Faculty of Journalism and Social Communication of the UNLP whose main objective is to identify and analyze narratives, aesthetics and policies in the scenario of technological convergence. In this context, the meme emerges as one of those recurring narratives of digital spaces, so this work contributes to addressing part of the problem posed by the research project.For this article, Instagram was explored as a space for the production and circulation of memes, which are considered as a contemporary humorous narrative that, although linked to previous narratives such as graffiti or stencil, is boosted in the digital scenarios.The research began with a survey to Instagram users whose accounts are primarily dedicated to the production and circulation of memes. Then, these answers were related to an analysis of the memes that the different accounts publish and the links that exist between them.The investigation was theoretically and methodologically based in the Cultural Studies. The analysis was carried out taking into account the following categories: temporalities of production, conceptions of originality/ownership, conformation of networks between accounts and monetization strategies.