MEME AS A TOOL OF SOCIAL AND POLITICAL COMMENTARY: DISCOURSE ANALYSIS OF MEME IN PAKISTANI SOCIAL MEDIA

Abstract

This research is based on the critical discourse analysis of memes in
Pakistani social media to reveal the hidden meanings and messages behind
them. It analyzes how memes can be used as a form of social and political
commentary and how they reflect society. Memes are an interesting
phenomenon in the modern digital world. A meme is a simple way to convey
a particular message as a form of funny illustration and visualization. Some
memes are intended just to be funny, while others have additional meaning or
purpose. Memes are taken randomly from the internet and then analyzed
using critical discourse analysis. Discourse is the use of language or a
communicating image within a certain context for a specific purpose. The
theoretical framework is multimodal. Multimodal Critical Discourse Analysis
is the systematic integration of linguistic and visual aids to contribute some
particular socially perceived contextual meaning(Kress 2009). Through this
research work, the readers will get critical ideas to recognize the hidden
meanings and messages behind memes in this modern digital world. It also
discusses the functions of memes in making or changing someone’s
perspectives. This research will also help the upcoming researchers to
examine how memes reflect our society and how they are used as a tool
engaged in civic discourse.