The alligator’s meaning-making in pro-vaccine memes
a multimodal analysis according to the social semiotics perspective
DOI:
https://doi.org/10.5007/1807-9288.2021.e81330Abstract
This article aims to analyze the production of meanings and the influences of the three metafunctions of the Grammar of Visual Design (GVD), proposed by Kress and van Leeuwen (1996, 2006, 2021), in three memes collected from the internet, whose theme runs through the public event, in which the President of Brazil, Jair Bolsonaro criticizes vaccines against Covid-19. Knowing the impact of this genre of humorous nature and, above all, of political and ideological bias, our research intends to cover the successive representations attributed to the alligator animal in memes after the repercussion motivated by the authority discourse in social media. In our analyzes, we adopted the assumptions of multimodality through the theoretical-methodological approach of the GVD, taking into account the representational, interactive, and compositional metafunctions to ascertain how the meanings are constructed in the three analyzed memes and how they attest to the authority of the images in the conjuncture promoted by globalization. In the conclusions, we highlight the potential of multimodal discourses that emerge and go viral in environments mediated by the digital culture and their transformations as they are reproduced.
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