The Interaction of Memes and Digital Rhetoric With Stereotypes

The Interaction of Memes and Digital Rhetoric With Stereotypes

Ayca Oralkan (Beykent University, Turkey)
Copyright: © 2019 |Pages: 11
DOI: 10.4018/978-1-5225-9790-2.ch020

Abstract

On the basis of efforts to gain an advantage in a competitive environment, the rhetoric, as an ancient persuasion technique, has enabled companies and brand messages to reach the audience effectively. Internet memes are widely used in shaping digital rhetoric strategies as information units that reflect cultural tendencies and are rapidly disseminated by internet users in social media. It is aimed to draw attention to the products by developing certain properties of potentially unforgettable memes as effective mediums to spread messages. Market segments enable targeted messages to reach potential customers who likely respond positively to specific ads. Rhetoric strategies focus on making the memes more persuasive to these target groups, where stereotypes are transformed into effective mediums for transmitting messages.
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Background

Culture is built through interactions between pragmatic conditions and symbols at the social level. Symbols connect individuals to culture by defining the distinguishable tendencies of the community as long as those symbols are accepted in the community. Otherwise, cultures restrict the availability of oversimplified images and over-generalized ideas (Burns & Lemoyne, 2003).

Key Terms in this Chapter

Image Macro: A communication tool with a high expression potential that circulates on network platforms in a text-attached image format as the subset of memes.

Content: Perceptual projection of the message transmitted through any written material, image or video that is strategically designed for the audience.

Rhetorical Effect: A determination of the success of a strategically designed persuasion over a target group.

Narrative Advertising: A persuasive communication tool in which story elements are used to carry the messages.

Negative Stereotype: A potential medium for delivering messages through Internet memes by the attraction of humor.

Stereotypical Warping: Individual-based perception follows the approaches warped by stereotypes with the analogy to celestial warping.

Internet Meme: A reflection of global facts and cultural norms that enables the wide distribution of messages on network platforms as a collective experience.

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