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Tribalism in the internet community reading Memes and neologisms

  • Journal of Popular Narrative
  • 2022, 28(2), pp.59-93
  • DOI : 10.18856/jpn.2022.28.2.002
  • Publisher : The Association of Popular Narrative
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : May 12, 2022
  • Accepted : June 15, 2022
  • Published : June 30, 2022

Park, In-Seong 1

1부산가톨릭대학교

Accredited

ABSTRACT

This paper will be able to indirectly materialize the political unconscious of language users composed through memes and neologisms by examining the usage patterns of memes and neologisms that have occurred mainly in the a male- dominated community since the 2000s. As such, it is to examine the compressed world perception formed through the Internet community in the form of a story that embodies or re-recognizes it. First of all, the occurrence and distribution of various memes centered on DC Inside is used like token to acquire a sense of belonging to the Internet community. The use of various memes for intentionally discriminating from others justifies hate expressions by focusing only on linguistic efficacy regardless of their intentions. Reducing everything to the effect of humor is the most powerful linguistic means of acquiring a sense of belonging to tribalism. Through differentiation towards others and easy objectification, Internet culture has only had the status of a convenient alternative world. Rather than simply discriminating against others, there is also a tendency to justify active demeaning of others through self-deprecation. Centering on ‘Pepe the Frog’, a comprehensive meme is used that defines one’s identity as a loser and active use of this to define all community users, including himself, as social outsiders and losers. These attempts are masochistic gestures that comfort themselves through emotional egalitarianism in the alternative world. On the other hand, the ‘Our Brother’ culture of the a male-dominated community is a meme that is used to play a role opposite to the meritocracy’s growth narrative in the real world. Unlike his traditional father, ‘Our Brother’ has a friendly and non-authoritarian humor, and has the status of a new big other in internet culture. As in the case of the rapper ‘Yumdda’, many fandoms enjoy the entrusted narrative of growth by constructing a success story opposite to the meritocracy era through him. It is the aspect of pursuing convenient surrogate satisfaction that succeeds quickly and comfortably through emotional projection on numerous hyungs rather than through uncertain and difficult successes. Internet tribalism, excessive sense of belonging, and defensive illusions about the real world are acting as a mechanism to overestimate all “fail” and “damages”. Therefore, the use of a series of memes and the story structure of the alternative world constituted accordingly seems to be the struggle of the Internet generation to prevent and minimize failures and damages in advance when they must fully bear it.

Citation status

* References for papers published after 2022 are currently being built.