STYLISTIC TRENDS IN MEMETIC DISCOURSE: PHONO-GRAPHICAL ASPECT

The present study focuses on the stylistic devices used in memetic discourse. The term memetic discourse is used to describe a communicative-pragmatic pattern of linguistic behaviour reflexed in memes. Intertextuality, as the foundation for memetic discourse, causes a humorous effect that contributes to emotional relief and cultural bonding. Stylistic devices, also known as figures of speech, are essential linguistic mechanisms that enhance the text, making it more vivid and appealing to readers. These devices can be classified based on the language layers, our primary attention being given now to the phono-graphical level. This article aims to examine the specific use of phono-graphical stylistic devices and investigate the stylistic distinctiveness encoded in memes. Drawing upon various meme pools, we chose to analyse stylistic trends due to the enormous number of existing memes. Our study has identified nine phono-graphical stylistic devices employed in memetic discourse. Among them, alliteration and change of print appear less frequently, while graphon, layout, and multiplication are the most commonly utilised techniques. Instances of hyphenation, assonance, onomatopoeia, and capitalisation were also observed at moderate frequencies. This distribution may be accounted for by the nature of memes and their distinctive qualities: memes are aimed to be easily understood by a wide range of people, memorised, and duplicated. All this requires ease of perception and vivid appeal. The cultural background of memes can explain their rapid spread. In addition, typical meme characteristics such as easy understanding, replication, recontextualisation, and remixing can also contribute to their vivid appeal and simplicity of perception. The stylistic trends we have established are likely to stem from comic book culture, owing to memes being a component of digital culture. In memetic discourse, two factors play significant roles: the narrative in drawings and the borrowing of cultural canons or literary tradition stylistic techniques. Memes merge these conventions, remix, and incorporate a contemporary vision that resonates with popular sentiment.