Memy - nowa forma wiedzy potocznej

When we look at memes from the perspective of new folklore studies that research e-folklore (netlore, cyber-folklore), we can argue that they are a digital form of expressing common sense. Thus, focusing on political memes and comparing them to face-to-face conversations about politics can reveal a number of similarities, but also many differences. Among the similarities, there is the tendency for expressing short expressions and condensing complicated issues into a very concise form (although there are, of course, lengthy complaints in conversations, and on the internet – abundant cases of hate speak, particularly plentiful on news portals). What is more, both in face-to-face conversations and in memes, it is common to use sarcasm and irony, however in memes the irony is an essential rhetorical strategy. It resembles the apparent obviousness and naturalness of common sense and its illusory assumption of the presence of mutual perspectives. However, memes are an ‘obvious’ and a ‘natural’ commentary for political events only within the framework of a shared political identity. We like ‘our’ memes ¬– they make us laugh; but the ones that represent a different political option irritate us and make us angry, as they are based on emotions. These emotions, created by the media through the activation of the affective capacity (described within the framework of affect theory) – that is formed within the framework of a set ideological identity– constitute a kind of a barrier that protects adopted ideas from criticisms and opposing arguments. In this way memes, by engaging both the rationality and emotionality of their recipients, play a vital role in entrenching the political identities and polarising groups that represent dissenting views.