Directives and references in selected coronavirus-motivated internet memes

Abstract The use of directives in communicating the nature of the pandemic and reference to social experiences were promoted using images on social media platforms. The images or memes are used to create awareness and reinforce the criteria for safety during the pandemic. Previous studies on internet memes have concentrated on humor generation, speaker-hearer shared knowledge, neologism, and multimodality among others, with insufficient attention paid to the use of directives and references in such coronavirus-motivated memes. This paper, therefore, examines how directives and references are employed in conveying expected social responsibilities through coronavirus-motivated internet memes in Nigeria and other socio-cultural contexts. For data, one hundred coronavirus-motivated memes were purposively selected from Facebook, and eight representative memes were subjected to pragmatic analysis using aspects of Jacob Mey’s (2001. Pragmatics: An introduction, 2nd edn. USA: Blackwell Publishing) pragmatic acts theory to unearth insights from them. The paper observes that the various spheres of life that are relatable to an online audience help to express what the pandemic is about and enhance the meaning of the pandemic with the context of the use of the memes, giving clearer perspectives on the pandemic. Directives and references are useful tools for conveying social responsibilities to online audience.