Multimodal social semiotic analysis of the grid and layout of memes: transformations and reproductions in dispute

Abstract

The aim of this article is to analyze transformations and permanencies of elements that occur in meme layouts on the internet. We start from Multimodal Social Semiotics (Kress, 2010), which discuss the concepts of layout and grid, linked to Communication studies and the concept of remix (Manovich, 2005; Navas, 2009) and to Textual Linguistics approach about memes (Cavalcante; Oliveira, 2019; Lima Neto, 2020). Methodologically, we selected two memes, presenting two different types of grids and we analysed them, based on the grid category and the transformation processes they go through. The results show that the repetition of grids and elements of the layouts of the remixed memes suggests conservatism in the production of these texts, but, at the same time, they are valued practices that consolidate the culture of remix, of copy/paste to generate engagement in social networks. despite the producers’ agency being limited by the control and reproduction agency of social media companies.

Keywords:
layout; memes; multimodality; remix; social semiotics