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Exploring Visual Culture of COVID-19 Memes: Russian and Chinese Perspectives

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Smirnova O., Lobodanov A. P., Denissova G. V., Gladkova A. A., Sapunova O. V., Svitich A. L.
Central European Journal of Communication
|
2021
|
vol. 14
|
issue 2(29)
259-286
EN
The article explores COVID-19 related Internet memes and treats them as samples of creolized text in a study of the way ethnic and cultural peculiarities of memes are perceived by representatives of two radically different cultural paradigms: the Russians and Chinese. A survey is used as a method of the investigation. Russian and Chinese students, and visual arts experts evaluated Russian and Chinese COVID-19 memes according to several criteria concerning their content, verbal constituent element and visual characteristics. The study concluded that the social and culture-specific components mostly contribute to forming the opinion of the meme and its appreciation. Awareness of both the cultural background and the current social and nation-specific situation is required to decode a full amount of information contained in a meme. Equally important is the visual component in understanding the meme. Thus, the study contributes not only to studying event-specific memes but also broadens the scope of research on memes as a sample of visual culture.
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