Humor e poder: a dinâmica intertextual dos memes políticos na cultura digital

Abstract

This descriptive and interpretative study investigates the phenomenon of meaning expansion and reconstruction in politically themed memes within the digital environment, focusing on the "chair-throwing" incident during a televised debate. By analyzing memes through the lenses of intertextuality and convergence culture, the article explores how these digital cultural artifacts not only reflect but actively shape public discourse through social media reactions. Methodologically, the study adopts a textual and discursive analysis perspective, emphasizing how memes create networks of shared cultural references. Intertextuality is central to the generation, expansion, and articulation of meanings. Findings suggest that memes’ viral nature is triggered by controversial or unexpected actions by public figures, influencing public perception and fostering new argumentative orientations. Memes function as agents of collective intelligence, playing a pivotal role in creating alternative narratives driven by discursive representations from various spheres to build social adhesion. Additionally, they reflect digital-age cultural dynamics, balancing social mobilization with entertainment and persuasive appeals that transcend explicit visual references.