A intertextualidade multimodal em memes do Instagram: uma análise baseada na gramática do design visual

Abstract

The linguistic processes related to visual texts have been directly impacted by the advances in digital technologies and the constant modifications in language practices. Texts have become increasingly multimodal and intertextual, enabling new forms of communication. Koch and Elias (2010) argue that intertextuality is present in the constitution of all texts, but the way it is presented depends on the communicative purposes of each producer. Therefore, it is proposed that intertextuality and multimodality coexist in texts in an interdependent process, which can be referred to as multimodal intertextuality. The meme, as a genre of text that is both multimodal and intertextual, is an example of a textual genre in which this relationship becomes evident in terms of meaning construction. In this context, the present research aims to analyze the process of constructing multimodal intertextuality in Instagram memes, based on the Visual Design Grammar, hereafter GDV. In order to achieve the general objective, the following specific objectives were established: (i) to investigate how multiple semiotics assist the reader in constructing intertextuality; (ii) to understand how certain multimodal organizations integrate with intertexts to establish relationships of meaning; and (iii) to interpret how the analysis categories of GDV can be used to understand how multimodal intertextuality occurs in memes. For this purpose, this research was conducted based on theories such as Intertextuality, Multimodality, and GDV, drawing on authors such as Koch, Bentes, and Cavalcante (2012), Koch and Elias (2006, 2008, and 2010), Koch (2015), Kress and van Leeuwen (1995, 1998, 2001, 2006), Kress (2003, 2010), Novellino (2007), and Santos (2020). A qualitative approach with exploratory objectives was adopted, and the analyses sought to understand how multiple semiotics contribute to the construction of intertextuality by the reader. Under this perspective, it was observed that the memes analyzed in this study made it possible to perceive that both intertextuality and multimodality are interdependent and emerge as auxiliary phenomena in the construction of meaning in a text.