One does not simply meme about organizations: Exploring the content creation strategies of user-generated memes on Imgur
| Autor: | Steven Pelham, Pamela Jo Brubaker, Scott Haden Church, Alison Ostler, Jared Hansen |
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| Rok vydání: | 2018 |
| Předmět: |
Marketing
Organizational Behavior and Human Resource Management Communication 05 social sciences Media studies Quantitative content analysis 050801 communication & media studies Content creation Publics 0508 media and communications 0502 economics and business Criticism Sociology Public engagement Content (Freudian dream analysis) 050203 business & management Meaning (linguistics) |
| Zdroj: | Public Relations Review. 44:741-751 |
| ISSN: | 0363-8111 |
| DOI: | 10.1016/j.pubrev.2018.06.004 |
| Popis: | This study explores how online publics are engaging with organizations by creating and sharing brand-related content online, outside corporate-controlled communication environments. This research employs a quantitative content analysis of memes shared on the social networking site Imgur to reveal how user-generated content conveys meaning about organizations. The analysis reveals brand-centric memes are generally classified as orphan memes, or memes that have distinct textual and visual characteristics separating them from established or emerging meme families. Memes about organizations are neither an overwhelming reflection of biting criticism or support, but rather a reflection of online public engagement with organizations that primarily use humor and textual brand features (or quiddities) to convey their commitment and satisfaction with the organization and unite meme families. |
| Databáze: | OpenAIRE |
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