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314772

A multimodal analysis of Ethiopian memes on the Facebook group Ethiopian vs. Egyptian Meme War

Article

Last updated: 04 Jan 2025

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اللغات الکلاسيکية

Abstract

Internet memes are an emerging genre currently prevalent in computer mediated discourse
(CMD). Image macro memes which consist of a still image with added text are now widely used
to portray political ideologies, ethnic stereotypes as well as gender representation. In the present
study, a sample of memes was purposefully collected from the Facebook group Ethiopian vs.
Egyptian Meme War, posted by Ethiopian users in 2020 and 2021 in relation to the Grand
Ethiopian Renaissance Dam (GERD), with special focus on memes portraying Egypt and
Egyptians. Drawing on Machin and Mayr's (2012) framework for Multimodal Critical Discourse
Analysis (MCDA), the researcher analyzes the visual and textual elements of the selected memes
with the aim of exploring the representation of Egypt and Egyptians on social media by
Ethiopian meme makers against the backdrop of the GERD crisis. The findings reveal that
selected memes may be distinguished as harmful memes since they depict Egypt and Egyptians
in a derogatory and offensive way through both visual and verbal elements

DOI

10.21608/shak.2022.314772

Keywords

Computer-mediated Discourse (CMD), harmful memes - Internet memes - Multimodal Critical Discourse Analysis (MCDA) - GERD crisis, Egyptian-Ethiopian relationships

Authors

First Name

Iman

Last Name

Mahfouz.PhD,

MiddleName

-

Affiliation

College of Language and Communication (CLC) Arab Academy for Science, Technology and Maritime Transport (AASTMT) Alexandria, Egypt

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Volume

28

Article Issue

3

Related Issue

42713

Issue Date

2023-01-01

Receive Date

2023-08-27

Publish Date

2023-01-01

Page Start

187

Page End

209

Print ISSN

2314-7431

Online ISSN

2682-4868

Link

https://shak.journals.ekb.eg/article_314772.html

Detail API

https://shak.journals.ekb.eg/service?article_code=314772

Order

314,772

Type

المقالة الأصلية

Type Code

1,599

Publication Type

Journal

Publication Title

مجلة الدراسات الإنسانية والأدبية

Publication Link

https://shak.journals.ekb.eg/

MainTitle

A multimodal analysis of Ethiopian memes on the Facebook group Ethiopian vs. Egyptian Meme War

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Type

Article

Created At

28 Dec 2024