POLITICAL INTERNET MEMES: A LINGUISTIC PERSPECTIVE

Abstract

The article is devoted to the analysis of the phenomenon of memes, which are a controversial aspect of modern communication, the subtleties of which have not yet been studied. The analysis of language material shows that the combination of verbal and non-verbal components of memes creates an autonomous information entity that is capable of self-reproduction of the representation of a linguistic personality at the phonetic, lexical, grammatical, cognitive and pragmatic levels in political discourse. In this realm, the concept of the “political internet meme” emerges, denoting a specialized form of political discourse that combines visual and verbal components to sway an audience into the realm of political communication. These memes combine traditional political terminology with colloquial vocabulary strategically designed to achieve persuasive goals. Generally, political internet memes are created through affixation and the use of simplified grammatical structures without articles, often intentionally including spelling and grammatical errors to increase their impact. In pursuit of a comedic effect, the creators of political Internet memes use a whole arsenal of stylistic and linguistic means. These include complex wordplay involving phonetic and morphological manipulations, various expressive techniques, and playful experiments with typography and punctuation. Thanks to such means, memes go beyond the simple transmission of information, turning into powerful tools of political expression and persuasion.