Meme sebagai Seloka Persendaan dan Parodi: Impak Dimensi Sosiobudaya

Faizul Nizar Anuar, Fauziah Ahmad, Sabariah Mohamed Salleh

Abstract


 

Perkongsian maklumat menerusi laman internet bukanlah sesuatu perkara yang baru dalam kalangan masyarakat pada hari ini. Keadaan ini dirancakkan lagi dengan kehadiran pelbagai jenis media teknologi dan komunikasi terkini bagi memudahkan golongan masyarakat untuk berkomunikasi serta mendapatkan sesuatu maklumat. Kepelbagaian kaedah dan cara penyampaian maklumat telah memberikan banyak pilihan kepada netizen untuk memilih jenis serta kandungan maklumat yang diperlukan. Sejak akhir-akhir ini, fenomena penghasilan dan perkongsian maklumat berbentuk ‘Meme’ menjadi semakin popular dan trend bagi kebanyakkan pengguna di internet, antaranya meneruisi laman sosial, blog dan sebagainya. Kandungan meme dilihat mampu memberikan maklumat mengenai sesuatu isu hangat ataupun kontroversi di dalam mahupun luar negara. Namun begitu, cara penyampaian yang bersahaja di samping menyelitkan unsur seloka menjadikan kandungan maklumat ini berbeza dengan kandungan maklumat yang lain. Ada di antaranya sengaja dihasilkan dengan tunjuan untuk mempersendakan seseorang menerusi peniruan terhadap sesuatu perkara atau isu yang berlaku, contohnya dalam bentuk gambar, mahupun video parodi. Keadaan ini sememangnya mampu meninggalkan kesan terhadap individu yang menerima meme tersebut. Oleh itu, kajian ini dijalankan adalah untuk mengenal pasti impak penghasilan meme terhadap sosiobudaya dan politik di Malaysia. Kajian ini dijalankan dengan menggunakan pendekatan Analisis Wacana Kritis (Critikal Discourse Analysis) yang telah diperkenalkan oleh Fairclough (1985). Hasil kajian mendapati bahawa selain menerapkan unsur seloka, meme juga dilihat sebagai suatu medium yang berkesan untuk menyampaikan rasa ketidakpuasan hati seseorang terhadap sesuatu isu ataupun sesuatu perkara.

 

Kata Kunci: Meme, Media, Facebook, Wacana Awam, Analisis Wacana Kritis (Critical Discourse Analysis).

 

 

MEME AS PUN AND PARODY: IMPACT ON SOCIOCULTURAL DIMENSION

ABSTRACT


Sharing information through internet sites is not a new thing in today’s society. This situation is further enhanced by the presence of the current technology and communications media to facilitate the community in communicating and obtaining information. The diversity in approaches and methods in information delivery has given many options to netizens to choose the type and content of information needed. Since recently, the phenomenon of producing and sharing information in the form of 'Meme' has become increasingly popular and trending among most users on the internet including the overwhelming social sites and blogs. The content using meme is able to provide information on a hot issue or controversy both inside and outside the country. However, the simple way of presenting while inserting pun elements makes the content of this information differs from that of others. Some of them are deliberately created with a view of mocking someone by mimicking something or issues that are happening in the form of pictures or parody videos. This can further make an impression on the individuals receiving the meme. Therefore, this study was conducted to identify the impact of meme on socio-culture and politics in Malaysia using the Critical Discourse Analysis approach introduced by Fairclough (1985). Findings showed that in addition to applying the elements of pun, meme is also seen as an effective medium to convey one's feelings of dissatisfaction with an issue or something.

 

Keywords: Meme, Media, Facebook, Public Discourse, Critical Discourse Analysis.


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