流行文化中迷因語藝的探究

Exploring Memetic Rhetoric in Popular Culture

網際網路和數位科技的發展，不僅加快媒體內容的產製與流通，其形態、創作和表達方式的轉變，也讓語藝行動和參與式文化建構有了新轉向。在Web2.0社群媒體中盛行的迷因，已成為商業行銷或政治行動塑造輿論、說服、動員和觸及新群眾的有力工具。本文視網路迷因為承載文化意涵和意識形態的多模態文本，使用者可以在網路複製、模仿、改造或挪用，以分享共有的文化經驗，從而自迷因語藝的角度，探究流行文化中網路迷因的分析框架、實務運用、以及教學內涵三個面向，並反思網路迷因對流行文化的影響、跨文化論述的建構、以及其做為數位語藝文本的策略和能動性，替日趨迷因化的網路文化，鋪陳出一條可以應用、批評與反思的理路。

The development of the internet and digital technology has accelerated the production and circulation of media content and transformed its forms, creation, and modes of expression, leading to new directions in rhetorical actions and cultural construction. Memes, prevalent in Web 2.0 social media, have become powerful tools for shaping public opinion, persuading, mobilizing, and reaching new audiences in commercial marketing or political actions. The internet turned the spread of memes into a highly visible practice. This article views internet memes as digital discourses with cultural meanings and ideologies. Users can replicate, imitate, modify, or appropriate them online to share everyday cultural experiences. From the perspective of memetic rhetoric, this article explores and suggests the analytical framework, practical applications, and educational content of internet memes in popular culture. Moreover, it further reflects the pivotal and significant role of internet memes in shaping public opinion, the construction of cross-cultural discourse, and their strategies and agency as digital rhetorical texts.