DIGITAL MEMES IN A SOCIOCULTURAL CONTEXT: MULTIMEDIA ANALYSIS OF THEIR IMPACT ON PUBLIC CONSCIOUSNESS
DOI:
https://doi.org/10.34132/mspc2025.01.04.02Keywords:
internet memes, digital culture, public opinion, information warfare, emotional component, psychological influence, social media, cultural replicator.Abstract
The theses are dedicated to the study of internet memes as a unique phenomenon of modern digital culture, influencing the formation of public opinion through rapid dissemination on social media. The author reveals the psychological and cultural essence of memes through their role as semantic units that convey emotionally charged information. The study posits that, from the perspective of psychological and communicative mediation, internet memes serve not only as entertainment but also as a tool for societal influence, particularly in the context of information warfare. This conclusion is based on an analysis of the emotional components of memes, encompassing visual, textual, and behavioral elements that facilitate their memorability and viral spread. Special attention is given to the use of memes as a tool in information-psychological operations, which bolster morale, promote certain narratives, or demoralize opponents, especially amidst full-scale conflict.
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