Conteúdo digital viralizante: o meme como expressão do receptor na sociedade midiatizada

Abstract

The article analyzes the meme as a discursive genre within the theoretical-methodological perspective that considers the receiver as an active subject of the communication process established in the mediatized society. The demonstration of how some of the elements that characterize the memetic message articulates is made from the memes that circulated through the Internet during the 2016 Olympic Games in Rio de Janeiro. The paper also highlights some of the characteristics that distinguish meme from messages that emerge or are traditionally resignified at the receiving pole. One example is the viralizing potential of this type of message, which can be continuously disseminated through the sharing devices offered by digital communication networks, establishing new modes of perception and language, and operating identification processes.