The specifics of the language game in memes

Abstract

This article explores language play as a key mechanism for the creation and functioning of internet memes. The study aims to identify the specifics of linguistic techniques in memes and their connection to cultural codes and social contexts. Special attention is paid to the transformation of traditional forms of language play in the digital environment, where polymodality (text + image + sound) and virality enhance communicative potential. The novelty of the research lies in the comprehensive examination of memes as a linguacreative phenomenon that expresses collective emotions, ironic interpretations of reality, and the construction of new meanings. The work contributes to understanding the evolution of language play in the digital age, demonstrating how memes form a unique discourse through semiotic hybridization and cultural simulacra.