Dóra Horváth

Előszavak és előképek: Vendégszerkesztői előszövegezés

A szerkesztői előszo klasszikusan az a műfaj, amit az Olvasok altalaban elegansan atlapoznak. Ezuttal az előszavak mellett előkepekkel is elunk, ami jobban osszecseng a Vezetestudomany mostani, kvalitativ fokuszu szamanak filozofiajaval, valamint most megujulo formavilagaval.

4.3 User-Generated Internet Memes as Advertising Vehicles: Visual Narratives as Special Consumer Information Sources and Consumer Tribe Integrators

Internet memes – highly evolutive iconic, yet topical contents with shared meanings replicated and spread by and to the Internet folk – have become a prevalent Internet phenomenon (Figure 1). Embedded in a culture of consumption, Internet memes often employ branded contents in the expression of personal messages, which often could not be farther from the contexts originally intended by organizations. Yet, there is little business insight into memes. The following chapter introduces the concept of memetics and its connection with Internet memes as a cultural phenomenon and a social communication channel. The prospects for using Internet memes as marketing vehicles are then evaluated.

Memes at an Exhibition: Consumer Interpretations Of Internet Memes

Have you ever participated a virtual exhibition that is made up of memes? If not, it is high time. Our research subjects put together virtual exhibitions of memes and their explanations as guides. Our projective exploratory research focused on internet-literate consumers’ choices and interpretations of internet memes. We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes. Our article takes the metaphor of an exhibition tour, where memes are the reframed pictures of the exhibition. This is Mussorgsky’s Pictures of an Exhibition reloaded in Bakhtin’s (1984) approach to folk culture of laughter.

Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance

Abstract Purpose Like brands memes earn their own value (Csikszentmihalyi, 1993), which we describe as meme value derived from brand equity theory (Aaker, 1996; Keller, 2003). This meme value is rather temporary that may quickly escalate and suddenly drop, therefore its circumstances of appearance and subsistence are to be further investigated. The purpose of this study is to uncover underlying factors of internet meme value. Internet meme value comprises of length of subsistence, number of contributions, number of variations, areas of applicability, ability to convey messages, quality of creativity. Methodology/approach We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes (2013 spring), and further 47 respondents’ narratives (2014 autumn). Recorded narratives reflect these dimensions. Findings Our exploratory research showed that internet memes would become successful – exist, spread and vary – if their central thought is clear and is applicable in a variety of contexts. Furthermore, meme value could be enriched by humorous content (Shifman & Thelwall, 2009) societal questions, emotionally involving situations, and potential for self-expression. Originality/value Based on our results we extend the internet meme value concept with a meteorite metaphor that explains the speed, scope, impact of internet memes. We use the notions of astronomy Meteoroid, Meteor (shooting star), Fireball, Meteorite, Comet and suggest a future classification of internet memes that could be: MEMEoroid, MEMEor, MEMEball, MEMEorite, CoMEMEt.