Los memes y la política. ¿Por qué algunos memes se vuelven virales y otros no?

• Autores: Eva María González Hernández, Jaime Eduardo Figueroa Daza, Jan-Hinrich Meyer
• Localización: IC Revista Científica de Información y Comunicación, ISSN 1696-2508, Nº. 16, 2019, págs. 579-613
• Idioma: español
• Títulos paralelos:
  • Memes and politics. Why some political memes go viral and others dont?
• Enlaces
  • Texto completo
• Dialnet Métricas: 10 Citas
• Resumen
  • español

    Los memes digitales son un formato controvertido en el debate político y social contemporáneo. Este trabajo explora qué elementos del meme afectan al éxito de su difusión. El trabajo combina metodologías cualitativas y cuantitativas para el análisis de una muestra de memes políticos en España. Los resultados muestran que hay tres elementos básicos en el éxito del meme: el contenido emocional, un humor sofisticado y el capital social del creador

  • English

    The digital meme is a disputed format in the current political and social debate. This paper explores the meme’s features as regards its virality. The study combines qualitative and quantitative methodology to analyse a sample of political memes in Spain. The results show three key features: emotional topics, complex humour, and the digital social capital of meme-creators.

• Referencias bibliográficas
  • Akpinar, E. y Berger, J. (2017). Valuable Virality. Journal of Marketing Research, 54, 318-330. DOI: https://doi.org/10.1509/jmr.13.0350
  • Alhabash, S., y McAlister, A. (2014), Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and...
  • Álvarez, A. (2004). Memetics: An evolutionary theory of cultural transmission. Sorites, 15, 24-28. Disponible en http://www.sorites.org/Issue_15/alvarez.htm...
  • Barger, V., Peltier, J. y Schultz, D. (2016). Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive...
  • Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology,...
  • Berger, J. y Milkman, K. (2012). What makes online content viral? Journal of Marketing Research, 49, 192-205. DOI: https://doi.org/10.1509/jmr.10.0353
  • Beukeboom, C., Kerkhof, P. y De Vries M. (2015). Does a virtual like cause actual liking? How following a brand’s Facebook updates enhances...
  • Boult, A. (2016). How the internet reacted to the UK’s vote to leave the EU. Disponible en: http://www.telegraph.co.uk/news/2016/06/24/how-theinternet-reacted-to-the-uks-vote-to-leave-the-eu/
  • Boyatzis, R. (1998).Transforming qualitative information: Thematic analysis and code development. Thousand Oaks, Ca: Sage.
  • Bozkus, S. (2016). Pop polyvocality and Internet memes: As a reflection of socio-political discourse of Turkish youth in social media. Global...
  • Burroughs, B. (2013). FCJ-165 Obama trolling: Memes, salutes and an agonistic politics in the 2012 presidential election. The Fibreculture...
  • Campo, S., Akelson, N., Spies, E., Boxer, Ch., Scharp, K. y Losch, M. (2013). Wow, that was funny’ the value of exposure and humor in fostering...
  • Campos, E. y Calvo, D. (2017). La campaña electoral en Internet: planificación, repercusión y viralización en Twitter durante las elecciones...
  • Carah, N. (2014). Like, comment,: Alcohol brand activity on Facebook. Deakin, ACT. Foundation for Alcohol Research & Education. Disponible...
  • Cha, M. Haewoon, K., Rodríguez, P., Ahn Y. y Moon, S. (2007). I Tube, you Tube, everybody Tubes: Analyzing the World’s Largest User Generated...
  • Chang, T., Hueiju, Y. y His-Peng, L. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal...
  • Chmielewski, D. (2016). Internet memes emerge as 2016 election’s political dog whistle. Disponible en: http://www.usatoday.com/story/tech/news/2016/09/30/internet-memes-white-house-electionpresident/91272490/
  • Cogburn, D. y Espinoza-Vásquez, F. (2011). From networked nominee to networked nation: Examining the impact of web 2.0 and social media on...
  • Cornfield, M. (2017). Empowering the Party-Crasher: Donald J. Trump, the First 2016 GOP Presidential Debate, and the Twitter Marketplace for...
  • Cortazar Rodríguez, F. J. (2014). Imágenes rumorales, memes y selfies: elementos comunes y significados. Iztapalapa. Revista de Ciencias Sociales...
  • Cummins, Sh., Peltier, J., Schibrow, J. y Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing,...
  • Davison, P. (2012). The language of Internet memes, in The Social MediaReader. New York : NYU Press.
  • Dawkins, R. (2006). The selfish gene. Suffolk: Oxford University Press.
  • Deloitte (2015). Digital Media: Rise of On-demand Content. Disponible en https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-rise-of-on-demandcontent.pdf
  • Demers, J. (2017). How To (And How Not To) Use memes for online marketing.Disponible en https://www.forbes.com/sites/jaysondemers/2017/02/08/how-to-use-memes-for-online-marketing-and-how-not-to-usethem/#46ee8ed14ea3
  • Figueroa, J. González, E. (2014). Claves de las estrategias digitales: ¿Qué podemos aprender de los ganadores de las elecciones presidencialesEspaña...
  • Goharferoz, K. y Vong, S. (2014). Virality over YouTube: an empirical analysis. Internet Research, 24, 629 – 647. DOI: https://doi.org/10.1108/IntR05-2013-0085
  • Himz, O., Skiera, B. y Becker, J. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75, 55-71....
  • Hine, Ch. (2004). Etnografía virtual. Editorial UOC: Barcelona.
  • Hosie, R. (2017). Top ten most popular memes of all time. Disponible en: http://www.independent.co.uk/life-style/top-ten-memes-of-all-timeever-most-popular-kermit-gangnam-style-a7707336.html
  • Huntington, H. (2013). Subversive memes: Internet memes as a form of visual rhetoric. Selected Papers of Internet Research 3. Disponible enhttps://www.academia.edu/5415739/Subversive_Memes_Internet_Memes_as_a_Form_of_Visual_Rhetoric
  • Lee, S.H., Brandt, A., Groff, Y., Lopez, A. y Neavin, T. (2017). I’ll laugh, but I won’t share: The role of darkness on evaluation and sharing...
  • Liu, Z., Liu., L. y Li, H. (2012). Determinants of information retweeting in microblogging. Internet Research, 22, 443-466. DOI: https://doi.org/10.1108/10662241211250980
  • Lynch, O. (2002). Humourous communication: Finding a place for humour in communication research. Communication Theory, 12, 423-445. DOI: https://doi.org/10.1111/j.1468-2885.2002.tb00277.x
  • Martínez, J. M. R. (2018). Una aproximación retórica a los memes de Internet. Signa: Revista de la Asociación Española de Semiótica, 27, 995-1021....
  • Martínez-Rolan, X. y Piñeiro-Otero, T. (2016). The use of memes in the discourse of political parties on Twitter: Analysing the 2015 state...
  • McCrae, J. (2017). Meme marketing: How brands are speaking a new consumer language. Forbes, May 8, 2017. Disponible en: https://www.forbes.com/sites/forbescommunicationscouncil/2017/05/08/meme-marketinghow-brands-are-speaking-a-new-consumer-language/#624c1f737f5f
  • Milner, R. M. (2013). Pop polyvocality: Internet memes, public participation, and the occupy Wall Street movement. International Journal of...
  • Sabri, O. (2007). Humour in the age of digital reproduction: Continuity and change in Internet-based comic texts. International Journal of...
  • Sabri, O. (2012). Taboo advertising: can humor help to attract attention and enhance recall? Journal of Marketing Theory and Practice, 20,...
  • Seiffert-Brockmann, J., Diehl, T., & Dobusch, L. (2018). Memes as games: The evolution of a digital discourse online. New Media &...
  • Shifman, L. (2013). Memes in a digital world: Reconciling with a conceptual troublemaker. Journal of Computer Mediated Communication, 18,...
  • Spitzberg, B. (2014). Toward a model of meme diffusion (M3D). Communication Theory, 24, 311-339. DOI: https://doi.org/10.1111/jcc4.12013
  • Stone Media Consulting (2016). Social Media Half Life. Disponible en http://www.stonemediaconsulting.com/2016/03/29/social-media-half-life/
  • Swani, K., Milne, G. y Brown, (2013). Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune...
  • Towner, T. y Dulio, D. (2012). New Media and Political Marketing in the United States: 2012 and Beyond. Journal of Political Marketing, 11,...
  • Wiggins, B. y Bowers, B. (2015). Memes as genre: A structurational analysis of the memescape. New Media & Society, 17, 1886-1906. DOI:...
  • Williams, Ch. (2017). Introduction: Social Media, Political Marketing and the 2016 US Election. Journal of Political Marketing, 16, 207-211....