Insights from cross-cultural memes: An empirical study on instagram and Douban

IF 7.6 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
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Abstract

As one of the most prevalent types of memes, visual memes often transcend individual cultures and languages and reach broad online communities of disparate actors. However, how the intrinsic factors of visual memes shape cross-cultural diffusion and whether visual memes can positively promote digital cultural globalization remains unclear. To answer these questions, we identified 1147 visual memes with 11,729 instances from four online communities on Instagram and Douban and manually annotated the memes in three dimensions, i.e., form, content, and emotion. Then, regression and structural causal models were designed to investigate the intrinsic factors affecting cross-cultural diffusion. Empirical results reveal that memes expressing focused and positive emotions, conveying universal topics, sourcing from films, using short captions, and featuring African or Caucasian roles are more likely to attain cross-cultural diffusion. In contrast, the memes featuring female or Asian roles are just the opposite. Moreover, the structural analysis of emotions, topics, and social identities suggests that although the dominance of Western culture and male groups persists in cross-cultural memes, visual memes have the potential to challenge the hegemonic power structures. From the prism of cross-cultural diffusion, the connotation of memes is enriched—expressive repertoires using multimodal discourses that can act as bridges between different cultures and languages. In summary, this research uncovered the effects of the intrinsic factors of visual memes on cross-cultural diffusion using regression and causal models for the first time and can help perform effective memetic engagement across different communities and cultures.

跨文化备忘录的启示:对 instagram 和豆瓣的实证研究
作为最流行的memes类型之一,视觉memes往往超越了个体文化和语言,覆盖了由不同参与者组成的广泛网络社区。然而,视觉memes的内在因素如何形成跨文化传播,以及视觉memes是否能积极促进数字文化全球化,这些问题仍不清楚。为了回答这些问题,我们从Instagram和豆瓣的四个网络社区中发现了1147个视觉备忘录,共11729个实例,并从形式、内容和情感三个维度对备忘录进行了人工标注。然后,设计了回归模型和结构因果模型来研究影响跨文化传播的内在因素。实证结果表明,表达集中和积极情绪、传达普遍性话题、来源于电影、使用简短字幕、以非洲人或白人为角色的备忘录更容易实现跨文化传播。相比之下,以女性或亚裔角色为主题的备忘录则恰恰相反。此外,对情感、主题和社会身份的结构分析表明,尽管西方文化和男性群体在跨文化记忆中的主导地位依然存在,但视觉记忆却有可能挑战霸权结构。从跨文化传播的角度来看,"记忆 "的内涵得到了丰富--使用多模态话语的表现形式,可以成为连接不同文化和语言的桥梁。总之,本研究首次利用回归和因果模型揭示了视觉memes的内在因素对跨文化传播的影响,有助于在不同社区和文化间进行有效的meetic参与。
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来源期刊
Telematics and Informatics
Telematics and Informatics INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
17.00
自引率
4.70%
发文量
104
审稿时长
24 days
期刊介绍: Telematics and Informatics is an interdisciplinary journal that publishes cutting-edge theoretical and methodological research exploring the social, economic, geographic, political, and cultural impacts of digital technologies. It covers various application areas, such as smart cities, sensors, information fusion, digital society, IoT, cyber-physical technologies, privacy, knowledge management, distributed work, emergency response, mobile communications, health informatics, social media's psychosocial effects, ICT for sustainable development, blockchain, e-commerce, and e-government.
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