A multimodal analysis of humour in Internet memes: A case study of the Podlaskie voivodeship’s promotional campaign

This paper examines the strategic use of humour in Internet memes within the context of regional promotion, focusing on the case study of the Podlaskie Voivodeship’s promotional campaigns. Drawing on theoretical frameworks from humour theory, semiotics, and digital culture studies, this study employs multimodal analysis to explore how linguistic elements such as puns, wordplay, and cultural references are used to construct humorous narratives in memes. The paper investigates how these elements interact with visual components to enhance engagement and influence audience perceptions of Podlaskie’s regional identity. Through the analysis of memes sourced from Podlaskie’s official social media platforms, this research demonstrates how humour serves as a potent tool for challenging stereotypes, fostering regional pride, and promoting a positive image. The findings highlight the transformative potential of digital humour in cultural rebranding and understanding the dynamics of digital media in regional promotion strategies.