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277583

“And with us is Brother Morgan”: A cognitive semiotic analysis of a humorous stock character macro in Egyptian Arabic

Article

Last updated: 27 Dec 2024

Subjects

-

Tags

Comparative Linguistics
Multimedia discourse analysis

Abstract

The current study discusses one type of image macros, namely stock character macros in Egyptian Arabic. The data consists of 5 stock character macros. The data analysis is based on three theoretical bases: Berger's Code Violation, McCloud's taxonomy of image and text relations in comics and Fauconnier and Turners' Conceptual Integration Theory. The study aims to explore and investigate the humorous nature of stock character macros; how humour is created semiotically; how different signs interact, either equally or subordinately, to produce laughter; and how texts and images are compressed, projected, and blended to create new humorous meanings. The study also aims to define the unique textual and visual characteristics of this type of memes in Egyptian Arabic, a different culture that was not investigated before in such a context. One dimension of the current study is to present a linguistic analysis of a widely recognized but academically underrepresented digital artefact such as image-macro memes. The current study also focuses on the role of images in such a multi-modal construction. The results reflect causes of humour, types of text and image relations, and the unique textual and visual features of the data in question. Cognitively speaking, the ability of the meme maker's mind to use already existing mental spaces to create new creative blends and the ability of the meme receiver/reader's mind to decode and deconstruct the never seen before blend into its basic mental spaces to understand what needs to be communicated are highlighted.

DOI

10.21608/jltmin.2023.277583

Keywords

Internet memes, humorous stock character macros, code violation, Conceptual Integration/Blending Theory, Egyptian Arabic and taxonomy of image and text relations in comics

Authors

First Name

Nada

Last Name

Helmy

MiddleName

Hassan

Affiliation

Department of English Language - Faculty of Al-Alsun - Minia University

Email

nada.hassan@mu.edu.eg

City

Minya

Orcid

0000-0002-3246-4294

Volume

10

Article Issue

1

Related Issue

38569

Issue Date

2023-01-01

Receive Date

2022-08-25

Publish Date

2023-01-01

Page Start

40

Page End

61

Print ISSN

2735-4520

Online ISSN

2735-4539

Link

https://jltmin.journals.ekb.eg/article_277583.html

Detail API

https://jltmin.journals.ekb.eg/service?article_code=277583

Order

4

Type

مقالات بحوث مبتکرة

Type Code

1,567

Publication Type

Journal

Publication Title

Journal of Languages and Translation

Publication Link

https://jltmin.journals.ekb.eg/

MainTitle

“And with us is Brother Morgan”: A cognitive semiotic analysis of a humorous stock character macro in Egyptian Arabic

Details

Type

Article

Created At

23 Jan 2023