Мем в русскоязычном Интернете: опыт реконструкции
Today we cannot but notice the sequence of the considerable changes in the present-day social and cultural order through the obvious process of its invasion by certain semiotic constructs, possibly described as political myths, and nearly all of them closely connected with the issue of past/present/future glory. This glory could be lost (e.g., the col-lapse of the USSR), or gained anew (e.g., the joining of Crimea in 2014). The concepts of glory and victory in Russian political discourse are bound up with each other so closely that it is difficult to divide them. Besides, glory and victory are being gradually possessed by the establishment. At the same time, political myths are the means and the aim of this process. Myth comes forward as a universal code, and moreover, as a universal social-cultural matrix which contains patterns of ethics that are to be installed into the society. Besides, myth is a structure based upon the category of shap-ing the reality in which people may believe, not the category of belief. In the sphere of the media, myth broadcasts itself mainly through memes, using them both as instruments and as a certain communication channel. The structure of a meme is semiotic, while there is still a communicative difference between a meme and a myth. The idea of political glory is closely connected with the sphere of myth and with the concepts of time and space. This kind of integration makes up what Bakhtin called a “chronotope.”
The article is devoted to one of the most interesting phenomena of modern communication – political Internet meme. Meaningful as a unit of cultural transmission of information in the network, a meme can be seen, on the one hand, as a spontaneous product of the creativity of the masses, and on the other – as an instrument of political PR-technologies. The article examines the nature of this communicative phenomenon and given it an operational definition. There are allocated specific features of Internet meme and offered the possible approaches to its classification.