Os significados do consumo cultural de memes da internet: um estudo sobre a identidade e a distinção de seus consumidores

Abstract

Memes are an internet phenomenon, marked by irony and humor, which have become a form of digital language. Brazilians, especially, give great importance and are known nationally and internationally as great enthusiasts regarding this type of content. In addition, companies have been strategically appropriating memes in order to innovate in their campaigns. In order to broaden the knowledge on the subject, this thesis had the general objective of understanding the meanings of the cultural consumption of internet memes and how they impact on the projects of identity and social distinction of its usual consumers. Specifically, it is intended to: i) Identify the motivations and characteristics of internet meme consumption by regular consumers on social networks; ii) Characterize how internet memes operate as a form of distinction and search for belonging to groups; iii) Understand how internet memes impact the identity projects of their regular consumers; iv) Describe consumers' perceptions regarding the use of internet memes by brands and how this affects their purchasing decisions. Relying on the tradition of research based on the Theory of Consumer Culture, this research was carried out using a qualitative methodology. 27 in-depth interviews were conducted with regular consumers of internet memes. The sampling technique was the snowball, in which respondents indicate new participants until the saturation point is reached. The interviews were transcribed and analyzed based on Bardin's (1977) content analysis technique, using a mixed grid. It was identified that the main motivation for the consumption of internet memes, according to the interviewees, is the feeling of instant pleasure, being a relief for the tensions of everyday life. The meme is part of the individual's habitus due to its strong presence in their routine. There is a conscious or unconscious search for distinction in the social environment, leading to the need for constantly updated knowledge and judgments regarding good and bad taste. The greatest proof of knowledge comes when an individual contextualizes a meme in a certain subject in an adequate way. This is a characteristic desired by certain communities, being a participation requirement that generates barriers to belonging to the group. There is a high level of involvement and attachment to internet memes, making it possible to classify users according to their habits, personality, lifestyle, sexual orientation, political position, among others. In addition, it was possible to perceive that the use of this type of content by brands, as long as they are used in the appropriate way, is seen as positive, generating a sense of humanization and humor that lead to a greater proximity with their audience. As main contributions, the field of internet memes has its own logic, with this type of content being a contemporary phenomenon that has significant social functions, which impact the identity of its consumers and constitute a means for the accumulation of cultural capital and social, in addition to providing a differential for brands that use them.