Internet Memes as a Field of Discursive Construction of Identity and Space of Resistance

Abstract

This paper deals with Internet memes as a form of viral content that spreads via the network varying a basic concept while constructing and deconstructing different identities. If memes are understood as a discursive field in the completely new world of social media, in which different groups, their attitudes, ideologies and interests are represented more clearly and more directly than ever before through the appropriation of popular contents and images, then this form of viral content can be also viewed as a space of resistance and criticism in which identities are decentralized and ready for change.