Research On The Communication And Application Of Network Memes

The network memes are usually the combination of facial expressions?movements and texts,which communicating on internet in the form of static or dynamic images.Because of the advantages of vividness,interestingness and convenience,it is widely used on the Internet and has colorful influences on real life.It forms the unique popular culture phenomenon that can be called“Meme culture”.As a symbol,the meaning production of network memes is influenced by many factors,ranging from social mood?group culture to personal emotions and interaction situations.The user's group personality created the unique style characteristics of the web memes.Based on the social and cultural environment,this thesis interprets the meaning production of network memes,studies the influences of hot characters and events,youth subculture,role substitution and other factors on memes' appearance and meaning production,reveals the psychological motivation of the people behind the use of memes,then analyses the style characteristics of memes,including ritual resistance,the self identity of the participants,and the symbolism and gameplay of the contents.On the basis of cultural identity theory,the next part this thesis analyses the phenomenon of cultural identity in the process of memes,communication,explains the intergenerational division,group cultural differences,politic al and traditional cultural identific ation and consumer identific ation that network memes constructed.Finally,this paper analyses the application of memes in online and offline social intercourse,subculture plays a significant role in the production of memes and the meme identities assist to commercial marketing.Web memes have important impacts on userst,self-presentation,social interaction,self-identification and self-satisfaction.The production of memes should also be good at penetrating the psychology of different groups,tapping their potential needs,creating more hot products from the source of subcultures.Enterprises should be good at borrowing the"momentum" of popular memes and using the cultural identity constructed by memes ingeniously market commodities,improve their brand and influence power.