Intertextuality and Precedent Situations in Memes Regarding Brand Exits from Russia
https://doi.org/10.24224/2227-1295-2025-14-5-183-204
Abstract
This article explores the mechanisms of meaning-making in polycode texts through the transformation and interpretation of verbal and iconic components. The aim of this study is to identify the specific (both universal and individual) characteristics of contemporary memes as polycode texts. The research material consists of over 48 selected memes, gathered through aspect sampling from the Internet, focusing on the departure of certain brands from Russia due to changes in the geopolitical landscape. The analysis reveals how visual imagery, in conjunction with verbal signs, creates and conveys socially significant meanings. The paper discusses various ways of correlating the visual and verbal components of each meme, the motives behind the selection of particular images, and the principles of their transformation to reflect contemporary realities. Within the thematic group examined by the authors, subgroups are identified that reflect public reactions to these events. The findings demonstrate that modern memes not only illustrate current events but also serve as crucial tools for shaping social attitudes amid cultural and economic change and for alleviating emotional tension among participants in online communication.
About the Authors
Yu. Yu. Danilova
Kazan Federal University (Yelabuga Institute)
Russian Federation
Russian Federation
Yulia Yu. Danilova, PhD in Philology, Associate Professor, Department of the Russian and Literature
Yelabuga
D. R. Mukhametshina
Kazan Federal University (Yelabuga Institute)
Russian Federation
Russian Federation
Dinara R. Mukhametshina, Senior Lecturer, Department of the Russian and Literature
Yelabuga
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Review
For citations:
Danilova Yu.Yu., Mukhametshina D.R. Intertextuality and Precedent Situations in Memes Regarding Brand Exits from Russia. Nauchnyi dialog. 2025;14(5):183-204. (In Russ.) https://doi.org/10.24224/2227-1295-2025-14-5-183-204
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