Potential of Transformations in Polycode Internet Meme Within the Event-Related Context of 2020

Abstract

The article deals with a specific polycode text that functions in the field of virtual communication – Internet meme. The focus is on its regular transformations. Considering possible methodological approaches to the analysis of this phenomenon, the author comes to the conclusion about the efficiency of using the methodology of intertext linguistic theory. The essential characteristic of a meme is its transformational potential, which allows to create new meanings and use this communication unit in a wide range of relevant contexts. The polycode structure of a meme determines the spectrum of its potential transformations by changing the verbal and visual elements. The material of observations was one of the most popular memes of 2020 – "Get up, Natasha, we dropped everything". The author identifies 8 meme transformations, which can be considered as regular: development of the visuals with the addition of a verbal element; contraction of the visuals with the same verbal element / transformation of the verbal element; the reframing of the context; pragmatic transformation; intertextual transformation, including the effect of meta-communication; reduction of the image with the same visual markers; reframing with the change of verbal and visual elements; adaptation of the meme in the media texts. The latter transformation indicates the successful inclusion of the Internet meme as a communication element of network coverse in modern discursive practices.