밈 콘텐츠의 커뮤니케이션 분석을 위한 기호학적 접근 - 그레마스의 의미생성모델을 중심으로

As the digital convergence paradigm changes, memes in media content spread rapidly and become popular. While the marketing and advertising industry uses memes indiscriminately, there is no research on the memes phenomenon or on contents using memes. Memes have different meanings depending on their social and cultural aspects as well as their meanings. For this reason, it is necessary to examine the social and cultural meanings of meme-using contents, rather than merely identifying them as fun and interesting. In this regard, this study analyzed the semantic action and narrative structure regarding the use of memes. First, the concept and background of memes were identified based on the literature, and the contents of memes were collected through online data research. Next, we consulted a previous study of a semantic generation model by Greimas, which focused on the narrative structure among semiotic approaches, and applied it to the communication analysis of meme content. As a result of this analysis, we were able to confirm that the content is connected with the precise narrative structure with the message to be communicated. This study is meaningful in that it shows that it is possible to grasp how the message of an advertisement can be reasonably accepted by the public through the use of memes using content that has become popular with the public. Furthermore, through a fundamental understanding of the phenomenon of memes in the dynamic TV-web-mobile media relationships coexisting at the same time, memes can be regarded as a genre of media content.