University of Twente Student Theses
Are you serious it is just a joke? : The influence of Internet memes on the perception and interpretation of online communication in social media.
Hecker, Rabea (2020) Are you serious it is just a joke? : The influence of Internet memes on the perception and interpretation of online communication in social media.
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| Abstract: | Online communication constantly provides new possibilities for interacting with others, such as Internet memes. Internet memes can have many different forms such as images, GIFs and videos. Existing literature expects that Internet memes can influence the perception and interpretation of online communication. This research aims to investigate the general phenomenon of Internet memes and how they can influence the perception and interpretation of online messages in different contexts. For this study, an online experiment was conducted. The 127 participants were randomly assigned to two conditions. All participants were presented with six Facebook posting to which they were asked to rate statements. Each participant received three postings, including an Internet meme and three without. The results of the study show that Internet memes increase the likability of an online message. The participants perceived the postings with Internet memes as less serious, compared to the same postings with text only. The findings show that the postings, including an Internet meme, are not perceived as better in expressing emotions, more persuasive and cannot facilitate extreme standpoints. Concluding, Internet memes can influence the perception of online messages in different contexts. Messages that include Internet memes are perceived as more likeable and less serious. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/81615 |
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