Multimodal Pragmatics of Internet Memes: The Construction of Meaning Through Text-Image Interaction
Abstract
Internet memes have evolved into a dominant mode of communication in digital spaces, functioning not merely as visual entertainment but also as a medium for expressing critique, negotiating identity, and fostering social solidarity. Within the context of university students as a digital generation, meme-sharing practices reflect complex pragmatic dynamics arising from the interaction between text and images. This study aims to examine how meaning is constructed and negotiated in internet memes from a multimodal pragmatic perspective, with particular emphasis on users’ subjective experiences. Employing a qualitative phenomenological approach, the study involved 10–12 university students who were active social media users in an urban higher education setting. Data were collected through in-depth interviews, digital participatory observation, and meme artifact analysis, and were analyzed using reflexive thematic analysis. The findings reveal three main patterns: memes function as protective strategies for conveying implicit criticism; multimodal ambiguity creates space for meaning negotiation while simultaneously posing risks of misinterpretation; and text–image interaction generates emotional resonance that strengthens social solidarity and collective identity. These findings enrich multimodal pragmatics by positioning memes as social practices that involve risk calculation, contextual awareness, and affective dynamics within digital spaces. Practically, this study contributes to the development of critical digital literacy and a deeper understanding of youth communication patterns, while opening further avenues for exploring the relationship between multimodality, identity, and power in contemporary digital culture.
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Copyright (c) 2026 Muhammad Natsir, Marta Friska Tindaon, NicoliaPutri Edeline, Vaulline Mikha Sherly Angel, Rojwa Sarwita
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