The narrative multimedia concept: an algorithm for the analysis (internet-memes about COVID-19)

Abstract

This research, done from the standpoint of linguistic concept-study and cognitive theory of naming, discusses the problems of meaning and its manifestations relevant for these two fields. The general conceptual space, constituted by the meanings of verbal and verbal-pictorial memes about COVID-19 (the data in Ukrainian and Russian) is considered as a narrative-based concept and structured via application of a particular methodology, which helps to build an ontology of this concept with its inherent thematic segments that have different degrees of accentuation. Internet-memes about COVID-19 are analyzed with regard to their content (integrated into the thematic segments of the narrative-based concept), and with regard to their form. It is maintained that the cognitive techniques for creating the memes' meanings include elaboration, extension, questioning and combining. The semiotic techniques that create the meme as a sign split into direct and indirect. The latter employ the inner form of a sign, its outer form, and the combination of both. The topic of creating the meme as a sign is extended with the discussion of hyperbole, paradox and absurdity as "laughter-evoking" techniques integrated into the meme's content. In focus, is the KORONAVIRUS narrative-based concept as the target entity with its particular interpretation and its specific ways of manifestation. A satellite topic is the KORONAVIRUS concept as a source utilized in characteristics of other entities.