How to utilize memes in digital marketing communication strategy to increase engagement? This question arises because, so far, memes are better known as visual content (consisting of images and writing) and often contain elements of social, political, religious messages, and others. The study also covers Taiwanese Internet meme culture, history, contemporary concept, development, usage, and the significant role it holds in Internet culture and discourse. The study's scope is limited to Taiwan Internet memes with Mandarin Chinese as the source language, and the samples are restricted to image-based memes collected from popular Facebook groups. The translation research uses a relevance-theoretic approach and employs Sara Dicerto’s Multimodal Pragmatic source text analysis model. Second, a Translation with Commentary study is conducted on samples previously used in Meme marketing to explore the best methods to render Taiwanese Internet memes into English. The study begins with a thematic analysis of Taiwanese Internet memes to define their characteristics in terms of subject, visual, and textual elements. In this translation research, practical translation of these multimodal artifacts, which are made up of a complex, intertextual combination of picture and text are explored. In turn, government and private institutions in Taiwan use Internet memes extensively in information campaigns and marketing to reach a larger audience however, despite their prevalence, research on Taiwanese Internet memes is limited. International research into Internet memes has gained traction in various fields, particularly in business, as marketers employ them to reach wider audiences as well as increase brand awareness and consumer engagement. The speed and ease of sharing on social media platforms have made for the perfect environment for Memes to grow their influence in today’s digitalized world.Īlthough the first Internet Memes came on the scene as a tool for satire, scholars contend that Internet Memes are a distinct communication genre, digital artifacts that are produced and reproduced in a structuration cycle between participatory digital cultures for discourse purposes. Internet Memes have developed into one of the most common tools of expression on the internet.
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