Digital Storytelling and Cultural Identity in Romanian Memetic Discourse

This article examines Romanian internet memes as cultural micro-narratives that encode social critique, identity negotiation, and emotional response through compressed, multimodal storytelling. Using a mixed-method approach, the study integrates qualitative narrative analysis with quantitative sentiment data drawn from the RoMEMESv2 corpus, comprising 983 Romanian-language memes. The analysis identifies recurrent narrative roles and plot structures adapted from Propp’s morphology and applied to digital contexts, revealing archetypal roles, such as the slacker hero, the bureaucratic villain, the domestic guardian, and the trickster. From a quantitative point of view, the corpus exhibits a dominant negative sentiment, particularly within political memes, which combine systemic critique with affective ambivalence. These findings distinguish Romanian memes from datasets in other languages, suggesting that negativity functions not as deviance, but as a culturally specific narrative and emotional resource. Multimodal analysis demonstrates how visual and textual elements operate through anchorage, intertextuality, and symbolic compression, so as to construct narrative messages within single frames. The study argues that Romanian memes function as digital folklore: they narrate social frustration and institutional distrust through irony, repetition, and archetypal condensation, offering insights into the emotional and narrative logic of post-communist digital culture.