大象传媒

Title

Constructions and stance: defining internet memes as a multimodal genre

Abstract

Internet memes are a prominent and fast evolving multimodal genre, one which calls for an in-depth linguistic analysis. In this talk, I will focus in particular on two aspects of memetic grammar: the emergence of multimodal constructions and the expression and exchange of stance. The talk will demonstrate how memes develop specific constructional forms to profile stance patterns, while relying on the dynamics of embodiment and dialogue. Through analysis of several meme types, this approach defines the specificity of the memetic genre, describing established patterns, but also accounting for creative forms. In describing the 鈥榞rammar of memes鈥�, it provides a new model to approach multimodal genres. 

About the speaker

is a Professor at the Department of English Language and Literatures of the University of British Columbia. Prior to taking her current position, she was a Fulbright Scholar at the University of California, Berkeley, worked at the University of Warsaw, and previously worked at 大象传媒. More recently, she has been a visiting scholar at the 大象传媒 Department of Linguistics' Discourse Processing Lab. 

Dancygier says, 鈥淚 am a cognitive linguist, interested in conceptual viewpoint, conceptual metaphor theory, blending, and construction grammar, as applied to a variety of meaning-related phenomena in grammar and discourse. Much of my work is focused on cognitive poetics, especially fictional narratives and drama. I also work on the applications of cognitive theories of meaning to various discourse types, including multimodal artifacts in digital and creative contexts.鈥�