Russia And Russian Culture In English-Language Internet Space Memes

Abstract

Considering the memes as a carrier of cultural code and means as well as the results of intercultural communication, the article studies whether the Internet memes in the English-language segment of the Internet are a way of promoting Russian culture or only the jokes that reflect stereotypes about Russia and Russians. The article proposes the set of criteria for memes search and selection, and, therefore, the basis for further analysis. The sample under the review includes 107 memes taken from the Know Your Meme site and refers to Russia and various aspects of Russian culture. The data examined indicate a wide range of aspects of Russian culture and subculture and stereotypes represented in memes. Analysis of memes' spreading paths shows that memes of both Russian and foreign origin develop and change, effortlessly moving between English-language and Russian-language segments of the Internet. Russians and foreigners use memes about Russia to promote their online shops and accounts on social networks, regardless of whether the image of Russia presented in these memes is appealing. Russians also use memes to increase interest in the Russian language and culture. Thus, the Internet memes can be regarded not only as a carrier of stereotype but also as a way of promoting a peculiar image of Russian culture and a basis for intercultural exchange.