1. Memetising the pandemic: memes, covid-19 mundanity and political cultures
- Author
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Maria Francesca Murru and Stefania Vicari
- Subjects
Memes ,Political Culture ,Irony ,Property (philosophy) ,Download ,Communication ,Pandemy ,Media studies ,Performative utterance ,Library and Information Sciences ,Mundanity ,Settore SPS/08 - Sociologia dei Processi Culturali e Comunicativi ,Politics ,Political science ,Thriving ,Pandemic ,Political culture ,Social media - Abstract
It was late February 2020 when part of Northern Italy entered the first Covid-19 lockdown of the West. While stories of people fleeing quarantined areas soon made national headlines, the international news was suddenly reporting of coronavirus patients connected to Italy all around the world. Against this background, Italian social media started thriving with Covid-19 humour. On 9 March the lockdown turned nationwide and became one of the strictest in Europe. This article addresses everyday memes of quarantined Italy as an instance of mundane memetics at a time of crisis. It investigates the leading discourses emerging from these memes to provide insight into the political culture that surfaces at the intersection between the ordinary of everyday social media uses and the extraordinary of crisis events. We combined digital methods and netnographic techniques to generate and analyse a dataset of over 9,000 Covid-19 memetic instances produced on Twitter by Italian publics during the first national lockdown. Our findings show that in early everyday pandemic memes the political stake did not manifest itself in the explicitness of values, attitudes, and knowledge tightly packaged in a purposeful and self-aware political culture. It rather surfaced in the form of a mundane political culture – one that was primarily performative, irrespective of any future political action, and marked by populist values. [ABSTRACT FROM AUTHOR] Copyright of Information, Communication & Society is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2021