This project explores individual and group identities that are constructed by means of memes and comments to memes. Several case studies address different types of memes and have so far discussed meme humour related to football (1) and to Switzerland (2) in collaboration with other humour researchers. Apart from a better understanding of the multimodal construction of humour in memes, the goal of the project is to explore what "serious" communicative function memes have for the communities in which they are shared and beyond that for the larger communities posters and recipients are members of.
(1) Multimodal construction of soccer-related humor on Twitter and Instagram (second author: Di Yu)
(2) On a cross-cultural memescape: Switzerland through nation memes from within and from the outside (first author: Marta Dynel)