Communication and Risk of Disinformation: The Importance of Studing Memes

Abstract

Memes convey ideas in an easy-to-consume form. Social network's users use them to broadcast their thoughts, feelings, emotions, and judgments on the Internet. Local memes reflecting urban problems: traffic jams, poor public transport, isolation of the outskirts from the center, and so on, have entered the media culture of social networks. Understanding and studying the essence of memes will allow journalists, sociologists, and researchers of urban issues to better analyze the moods and discontents of city residents and look for research topics. The authors used a self-developed meme analysis that can be used to teach the topic of memes in classes with journalists, sociologists, and media industry specialists. Not all memes can be a source of truthful information. It can support urban myths that have no connection with reality and generate fakes. Memes are a communication tool, conveying information through humor, but they can also be a tool of manipulation. Using the example of local memes in communities of large Russian cities, the researchers conducted an analysis that showed that manipulation of public opinion and disinformation are most often found in comparative memes on the topic of comparing images of residents of urban areas. Memes can carry a false meaning and misinterpret the news. Working with memes, journalists and other professionals should pay attention to comparative memes. Their authors can use not just a social myth, but misinformation to make a vivid comparison.