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Marino, G. (2020). Semiótica de la propagabilidad: un enfoque sistemático de las imágenes virales a través de Internet. La Tadeo Dearte, 6(6), 22–55. https://doi.org/10.21789/24223158.1415
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El documento propone un enfoque semiótico de los memes de Internet, un campo discursivo que, aunque representa una forma clave y creciente de alfabetismo, ha sido hasta ahora ignorado, en gran parte, por la semiótica. Desde principios de la década del 2000, el «meme de Internet» se ha referido a una amplia gama de piezas mediáticas, compartidas culturalmente, que circulan en Internet, como frases pegajosas, imágenes con leyendas divertidas y los denominados videos «virales». Desde una perspectiva semiótica, existen diferentes tipos de textos que circulan gracias a una difusión hipertextual, especialmente a través de un proceso de transformación (canciones, remix) e imitación (adaptaciones). Su sintaxis despliega estructuras que reflejan los procedimientos de manipulación (bricolage) de sus creadores, que sirven como gancho para la intervención de los usuarios, invitándolos, a su vez, a difundir, modificar o recrear el texto. En el nivel semántico, pese a la variedad de temas y figuras que comportan, todos presentan un elemento llamativo (punctum), por lo general un elemento lúdico (una incongruencia, un «error»), que sirve como gancho para el engagement o compromiso de los usuarios.
Palabras clave:
Citas
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Adorno, Theodor W. 1941. «On Popular Music». Studies in Philosophy and Social Science 9, 17-48.
Altman, Rick. 1999. Film/Genre. Londres: British Film Institute.
Bakhtin, Michail. 1981 [1975]. he Dialogic Imagination. Four essays. Traducido por Caryl Emerson y Michael Holquist. Austin: University of Texas Press.
Banks, David. 2011. «On Performative Internet Memes: Planking, Owling, & Stocking». Cyborgology Blog. The Society Pages, septiembre 21. http://thesocietypages.org/cyborgology/2011/09/21/on-performative-internet-memes-planking-owling-stocking/.
Barthes, Roland. 1980. La camera chiara. Note sulla fotografia. Traducido por Renzo Guidieri. Torino: Einaudi.
Berger, Jonah y Katherine L. Milkman. 2012. «What Makes Online Content Viral?». Journal of Marketing Research 49, no. 2, 192-205.
Best, Michael L. 1997. «Models for interacting populations of memes: Competition and niche behavior». En Fourth European Conference on Artificial Life, editado por Phil Husbands y Inman Harvey, 154-162. Cambridge (MA): MIT Press.
Blackmore, Susan. 1998. «Imitation and the definition of a meme». Journal of Memetics. Evolutionary Models of Information Transmission 2, 159-170. http://cfpm.org/jom-emit/1998/vol2/blackmore_s.html.
Blackmore, Susan. 1999. The Meme Machine. Oxford y Nueva York: Oxford University Press.
Bloammert, Jan. 2014. «Meaning as a nonlinear effect: The birth of cool». Working Papers in Urban Language & Literacies 138, 1-15. https://www.tilburguniversity.edu/upload/8bb0291b-cfa5-4c8b-b6e5-245ae12689e5_TPCS_106_Blommaert.pdf.
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Börzsei, Linda. 2013. «Makes a Meme Instead. A Concise History of Internet Memes». New Media Studies Magazine 7, 152-189. http://works.bepress.com/linda_borzsei/2/.
Bouissac, Paul. 1993. «Why do memes die?». En Semiotics 1992, editado por John Deely, 183-191. Lanham (MD): University Press of America.
Bouissac, Paul. 1994. «Editorial: Memes Matter». The Semiotic Review of Books 5, no. 2, 1-2.
Bouissac, Paul. 2001. «On signs, memes and MEMS: Toward evolutionary ecosemiotics». Sign Systems Studies 29, no. 2, 624-646.
Bouissac, Paul. 2007. «How to catch a meme». Ponencia presentada en el simposio “Imitation, Memory, and Cultural Changes: Probing the Meme Hypothesis”, Toronto, CA, mayo 2007. Semioticon. Open Semiotics Resource Center. http://semioticon.com/virtuals/imitation/bouissac_paper.pdf.
Bouissac, Paul. 2008. «“'All Your Chocolate Rain Are Belong to Us?'. Viral Video, YouTube and the Dynamics of Participatory Culture». En Video Vortex Reader: Responses to YouTube, editado por Geert Lovink y Sabine Niederer, 101-109. Amsterdam: Institute of Network Cultures.
Burgess, Jean y Joshua Green. 2009. YouTube: Online Video and Participatory Culture. Cambridge: Polity Press.
Constine, Josh. 2009. «Symbiotic Memes. A Study of Meme Popularity Cycles». Tesis de maestría en Cybersociología con Howard Rheingold, inédita, Stanford University. http://www.scribd.com/doc/126081918/Symbiotic-Memes-A-Study-of-Meme- Popularity-Cycles-by-Josh-Constine.
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Coscia, Michele. 2013. «Competition and Success in the Meme Pool: a Case Study on Quickmeme.com». En Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media (ICWSM-13), editado por Emre Kiciman, 100-109. Cambridge (MA): AAAI Press.
Crystal, David. 2006. Language and the Internet, 2nd ed. Cambridge: Cambridge University Press.
Crystal, David. 2011. Internet Linguistics. A Student Guide. Londres: Routledge, 2011.
Davison, Patrick. 2012. «The Language of Internet Memes». En The Social Media Reader, editado por Michel Mandiberg, 120-134. Nueva York: NYU Press.
Dawkins, Richard. 1993. «Viruses of the mind». En Dennett and his Critics: Demystifying Mind, editado por Bo Dahlbom, 13-27. Hoboken (NJ): Wiley-Blackwell.
Dawkins, Richard. 2006 [1976]. The Selfish Gene. 30th Anniversary Edition. Oxford: Oxford University Press.
Deacon, Terrence W. 1999. «Editorial: Memes as Signs». The Semiotic Review of Books 10, no. 3, 1-3.
Deacon, Terrence W. 2004. «Memes as Signs in the Dynamic Logic of Semiosis: Beyond Molecular Science and Computation Theory». Conceptual Structures at Work. Lecture Notes in Computer Science 3127, 17-30.
Dennet, Daniel C. 1995. Darwin’s Dangerous Idea: Evolution and the Meanings of Life. Nueva York: Simon & Schuster.
Dusi, Nicola y Lucio Spaziante (eds.). 2006. Remix-remake: Pratiche di replicabilità. Roma: Meltemi.
Eckert, Penelope. 2006. «Communities of practice». En Encyclopedia of Language and Linguistics, editado por Keith Brown, 683-685. Oxford: Elsevier.
Eco, Umberto. 1977. Dalla periferia dell’impero. Milano: Bompiani.
Eco, Umberto. 1994. Sei passeggiate nei boschi narrativi. Milano: Bompiani.
Eco, Umberto. 1997. Kant e l’ornitorinco. Milano: Bompiani.
Ferraro, Guido. 1999. La pubblicità nell’era di Internet. Roma: Meltemi.
Fiorentini, Ilaria. 2013. «“Zomg! Dis Iz A New Language”: The Case of Lolspeak». En Selected Papers from Sociolinguistics Summer School 4 (Newcastle Working Papers in Linguistics) editados por Nicholas S. Roberts y Claire Childs 19, no.1, 90-108.
Floch, Jean-Marie. 1992 [1990]. Semiotica, marketing e comunicazione. Dietro i segni le strategie. Editado por Andrea Semprini y traducido por Andrea Semprini y Massimo Franceschetti. Milano: Franco Angeli.
Floch, Jean-Marie. 2006. Bricolage. Lettere ai semiologi della terra ferma. Editado por Marialaura Agnello y traducido por Elisabetta Gigante y Marialaura Agnello. Roma: Meltemi.
Frye, Northrop. 1957. Anatomy of Criticism. Four Essays. Princeton: Princeton University Press.
Gawne, Lauren y Jill Vaughan. 2012. «I can haz language play: The construction of language and identity in LOLspeak». En Proceedings of the 42nd Australian Linguistic Society Conference – 2011, editado por Maïa Ponsonnet, Loan Dao y Margit Bowler, 97-122. Canberra (ACT): Australian Linguistic Society.
Genette, Gérard. 1997 [1982] Palinsesti. La letteratura al secondo grado. Traducido por Raffaella Novità. Turín: Einaudi.
Genette, Gérard. 1989 [1987] Soglie. I dintorni del testo. Traducido por Camilla Cederna. Torino: Einaudi.
Geninasca, Jacques. 1992. «Testo e immagine». En Documenti di lavoro e prepubblicazioni : 212-213 (Serie F). Urbino: Università degli Studi di Urbino Carlo Bo/Centro internazionale di semiotica e di linguistica. https://semiotica.uniurb.it/wp-content/uploads/2013/09/212-213-F1.pdf.
Geninasca, Jacques. 2000 [1997]. La parola letteraria. Milán: Bompiani.
Gibson, James J. 2014 [1979]. L’approccio ecologico alla percezione visiva. Editado y traducido por Vincenzo Santarcangelo. Milano-Udine: Mimesis.
Heylighen, Francis. 1996. Evolution of Memes on the Network: from chain-letters to the global brain. En Ars Electronica Festival 96. Memesis: the future of evolution, editado por Gerfried Stocker y Cristine Schöpf, 48-57. Viena/Nueva York: Springer.
Hodge, Karl. 2000. «It’s all in the memes», The Guardian, august 10. http://www.theguardian.com/science/2000/aug/10/technology.
Hofstadter, Douglas. 1985. Metamagical Themas: Questing for the Essence of Mind and Pattern. Nueva York: Basic Books.
Jachia, Paolo. 2006. Umberto Eco. Arte semiotica letteratura. Lecce: Manni.
Jakobson, Roman. 1959. «On Linguistic Aspects of Translation». En On Translation, editado por Reuben A. Brower, 232, 239. Cambridge (MA): Harvard University Press.
Jenkins, Henry. 1992. Textual Poachers: Television Fans & Participatory Culture. Nueva York: Routledge.
Jenkins, Henry. 2006. Convergence Culture: Where Old and New Media Collide. Nueva York: New York University Press.
Jenkins, Henry, Sam Ford y Joshua Green. 2013. Spreadable Media: Creating Value and Meaning in a Networked Culture. Nueva York y Londres: New York University Press.
Jenkins, Henry. 2015. Cultura transmedia: La creación de contenido y valor en una cultura en red. Traducido por Xavier Gaillard Pla. Barcelona: Gedisa.
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Kristeva, Julia. 1978 [1967]. «La parola, il dialogo e il romanzo». En Semeiotiké. Ricerche per una semanalisi, traducido por Piero Ricci, 119-143. Milano: Feltrinelli.
Kull, Kalevi. 2000. «Copy versus translate, meme versus sign: development of biological textuality». European Journal for Semiotic Studies 12, no. 1, 101-120.
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Bakhtin, Michail. 1981 [1975]. he Dialogic Imagination. Four essays. Traducido por Caryl Emerson y Michael Holquist. Austin: University of Texas Press.
Banks, David. 2011. «On Performative Internet Memes: Planking, Owling, & Stocking». Cyborgology Blog. The Society Pages, septiembre 21. http://thesocietypages.org/cyborgology/2011/09/21/on-performative-internet-memes-planking-owling-stocking/.
Barthes, Roland. 1980. La camera chiara. Note sulla fotografia. Traducido por Renzo Guidieri. Torino: Einaudi.
Berger, Jonah y Katherine L. Milkman. 2012. «What Makes Online Content Viral?». Journal of Marketing Research 49, no. 2, 192-205.
Best, Michael L. 1997. «Models for interacting populations of memes: Competition and niche behavior». En Fourth European Conference on Artificial Life, editado por Phil Husbands y Inman Harvey, 154-162. Cambridge (MA): MIT Press.
Blackmore, Susan. 1998. «Imitation and the definition of a meme». Journal of Memetics. Evolutionary Models of Information Transmission 2, 159-170. http://cfpm.org/jom-emit/1998/vol2/blackmore_s.html.
Blackmore, Susan. 1999. The Meme Machine. Oxford y Nueva York: Oxford University Press.
Bloammert, Jan. 2014. «Meaning as a nonlinear effect: The birth of cool». Working Papers in Urban Language & Literacies 138, 1-15. https://www.tilburguniversity.edu/upload/8bb0291b-cfa5-4c8b-b6e5-245ae12689e5_TPCS_106_Blommaert.pdf.
Boccia Artieri, Giovanni. 2013. «Postfazione. La cultura della circolazione: media diffondibili e contenuti “spalmabili” oltre le ideologie del web 2.0». En Spreadable media: I media tra condivisione, circolazione, partecipazione, [Título original: Spreadable media creating value and meaning in a networked culture, por Henry Jenkins, Sam Ford y Joshua Green], traducido por Virginio B. Sala, 327-341. Santarcangelo di Romagna (RM): Maggioli Editore S.p.A., Serie Apogeo Education.
Börzsei, Linda. 2013. «Makes a Meme Instead. A Concise History of Internet Memes». New Media Studies Magazine 7, 152-189. http://works.bepress.com/linda_borzsei/2/.
Bouissac, Paul. 1993. «Why do memes die?». En Semiotics 1992, editado por John Deely, 183-191. Lanham (MD): University Press of America.
Bouissac, Paul. 1994. «Editorial: Memes Matter». The Semiotic Review of Books 5, no. 2, 1-2.
Bouissac, Paul. 2001. «On signs, memes and MEMS: Toward evolutionary ecosemiotics». Sign Systems Studies 29, no. 2, 624-646.
Bouissac, Paul. 2007. «How to catch a meme». Ponencia presentada en el simposio “Imitation, Memory, and Cultural Changes: Probing the Meme Hypothesis”, Toronto, CA, mayo 2007. Semioticon. Open Semiotics Resource Center. http://semioticon.com/virtuals/imitation/bouissac_paper.pdf.
Bouissac, Paul. 2008. «“'All Your Chocolate Rain Are Belong to Us?'. Viral Video, YouTube and the Dynamics of Participatory Culture». En Video Vortex Reader: Responses to YouTube, editado por Geert Lovink y Sabine Niederer, 101-109. Amsterdam: Institute of Network Cultures.
Burgess, Jean y Joshua Green. 2009. YouTube: Online Video and Participatory Culture. Cambridge: Polity Press.
Constine, Josh. 2009. «Symbiotic Memes. A Study of Meme Popularity Cycles». Tesis de maestría en Cybersociología con Howard Rheingold, inédita, Stanford University. http://www.scribd.com/doc/126081918/Symbiotic-Memes-A-Study-of-Meme- Popularity-Cycles-by-Josh-Constine.
Constine, Josh. 2013. «The Science Behind Why The Harlem Shake Is So Popular». TechCrunch, febrero 18. http://techcrunch.com/2013/02/18/what-is-the-harlem-shake-so-popular/.
Coscia, Michele. 2013. «Competition and Success in the Meme Pool: a Case Study on Quickmeme.com». En Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media (ICWSM-13), editado por Emre Kiciman, 100-109. Cambridge (MA): AAAI Press.
Crystal, David. 2006. Language and the Internet, 2nd ed. Cambridge: Cambridge University Press.
Crystal, David. 2011. Internet Linguistics. A Student Guide. Londres: Routledge, 2011.
Davison, Patrick. 2012. «The Language of Internet Memes». En The Social Media Reader, editado por Michel Mandiberg, 120-134. Nueva York: NYU Press.
Dawkins, Richard. 1993. «Viruses of the mind». En Dennett and his Critics: Demystifying Mind, editado por Bo Dahlbom, 13-27. Hoboken (NJ): Wiley-Blackwell.
Dawkins, Richard. 2006 [1976]. The Selfish Gene. 30th Anniversary Edition. Oxford: Oxford University Press.
Deacon, Terrence W. 1999. «Editorial: Memes as Signs». The Semiotic Review of Books 10, no. 3, 1-3.
Deacon, Terrence W. 2004. «Memes as Signs in the Dynamic Logic of Semiosis: Beyond Molecular Science and Computation Theory». Conceptual Structures at Work. Lecture Notes in Computer Science 3127, 17-30.
Dennet, Daniel C. 1995. Darwin’s Dangerous Idea: Evolution and the Meanings of Life. Nueva York: Simon & Schuster.
Dusi, Nicola y Lucio Spaziante (eds.). 2006. Remix-remake: Pratiche di replicabilità. Roma: Meltemi.
Eckert, Penelope. 2006. «Communities of practice». En Encyclopedia of Language and Linguistics, editado por Keith Brown, 683-685. Oxford: Elsevier.
Eco, Umberto. 1977. Dalla periferia dell’impero. Milano: Bompiani.
Eco, Umberto. 1994. Sei passeggiate nei boschi narrativi. Milano: Bompiani.
Eco, Umberto. 1997. Kant e l’ornitorinco. Milano: Bompiani.
Ferraro, Guido. 1999. La pubblicità nell’era di Internet. Roma: Meltemi.
Fiorentini, Ilaria. 2013. «“Zomg! Dis Iz A New Language”: The Case of Lolspeak». En Selected Papers from Sociolinguistics Summer School 4 (Newcastle Working Papers in Linguistics) editados por Nicholas S. Roberts y Claire Childs 19, no.1, 90-108.
Floch, Jean-Marie. 1992 [1990]. Semiotica, marketing e comunicazione. Dietro i segni le strategie. Editado por Andrea Semprini y traducido por Andrea Semprini y Massimo Franceschetti. Milano: Franco Angeli.
Floch, Jean-Marie. 2006. Bricolage. Lettere ai semiologi della terra ferma. Editado por Marialaura Agnello y traducido por Elisabetta Gigante y Marialaura Agnello. Roma: Meltemi.
Frye, Northrop. 1957. Anatomy of Criticism. Four Essays. Princeton: Princeton University Press.
Gawne, Lauren y Jill Vaughan. 2012. «I can haz language play: The construction of language and identity in LOLspeak». En Proceedings of the 42nd Australian Linguistic Society Conference – 2011, editado por Maïa Ponsonnet, Loan Dao y Margit Bowler, 97-122. Canberra (ACT): Australian Linguistic Society.
Genette, Gérard. 1997 [1982] Palinsesti. La letteratura al secondo grado. Traducido por Raffaella Novità. Turín: Einaudi.
Genette, Gérard. 1989 [1987] Soglie. I dintorni del testo. Traducido por Camilla Cederna. Torino: Einaudi.
Geninasca, Jacques. 1992. «Testo e immagine». En Documenti di lavoro e prepubblicazioni : 212-213 (Serie F). Urbino: Università degli Studi di Urbino Carlo Bo/Centro internazionale di semiotica e di linguistica. https://semiotica.uniurb.it/wp-content/uploads/2013/09/212-213-F1.pdf.
Geninasca, Jacques. 2000 [1997]. La parola letteraria. Milán: Bompiani.
Gibson, James J. 2014 [1979]. L’approccio ecologico alla percezione visiva. Editado y traducido por Vincenzo Santarcangelo. Milano-Udine: Mimesis.
Heylighen, Francis. 1996. Evolution of Memes on the Network: from chain-letters to the global brain. En Ars Electronica Festival 96. Memesis: the future of evolution, editado por Gerfried Stocker y Cristine Schöpf, 48-57. Viena/Nueva York: Springer.
Hodge, Karl. 2000. «It’s all in the memes», The Guardian, august 10. http://www.theguardian.com/science/2000/aug/10/technology.
Hofstadter, Douglas. 1985. Metamagical Themas: Questing for the Essence of Mind and Pattern. Nueva York: Basic Books.
Jachia, Paolo. 2006. Umberto Eco. Arte semiotica letteratura. Lecce: Manni.
Jakobson, Roman. 1959. «On Linguistic Aspects of Translation». En On Translation, editado por Reuben A. Brower, 232, 239. Cambridge (MA): Harvard University Press.
Jenkins, Henry. 1992. Textual Poachers: Television Fans & Participatory Culture. Nueva York: Routledge.
Jenkins, Henry. 2006. Convergence Culture: Where Old and New Media Collide. Nueva York: New York University Press.
Jenkins, Henry, Sam Ford y Joshua Green. 2013. Spreadable Media: Creating Value and Meaning in a Networked Culture. Nueva York y Londres: New York University Press.
Jenkins, Henry. 2015. Cultura transmedia: La creación de contenido y valor en una cultura en red. Traducido por Xavier Gaillard Pla. Barcelona: Gedisa.
Kilpinen, Erkki. 2008. «Memes versus signs: On the use of meaning concepts about nature and culture». Semiotica 171, 215-237.
Kristeva, Julia. 1978 [1967]. «La parola, il dialogo e il romanzo». En Semeiotiké. Ricerche per una semanalisi, traducido por Piero Ricci, 119-143. Milano: Feltrinelli.
Kull, Kalevi. 2000. «Copy versus translate, meme versus sign: development of biological textuality». European Journal for Semiotic Studies 12, no. 1, 101-120.
Landowski, Eric. 1999 [1989]. La società riflessa. Saggi di sociosemiotica. Traducido por Marcello La Matina, Roberto Pellerey y Antonio Perri. Roma: Meltemi.
Lankshear, Colin y Michele Knobel. 2003. New Literacies: Changing Knowledge and Classroom Learning. Buckingham, UK: Open University Press.
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