Decoding the Multimodal Metaphors of Internet Memes: A Case Study of the 2024 ASEAN Cup Final

Abstract

In the context of contemporary digital technology, Internet Memes have emerged as a distinctive form of multimodal discourse, serving as a powerful medium for communication, humor generation, and social commentary. Since Internet Memes have emerged as a popular accepted language of the internet because they served communicate narratives in sharable formats by most interesting ways, research have recently put much focus on this emerging phenomenon. Drawing upon the strong theoretical framework of Multimodal Metaphor Analysis, this study undertakes a comprehensive investigation into the multifaceted role of Internet Memes as a dynamic tool for reflecting prevalent social sentiments, capturing emerging digital trends, and articulating evolving cultural narratives surrounding a sporting event_the 2024 ASEAN Football Cup Final. The hypothesis underlies this research is the manifestation of intricate mechanisms through which multimodal metaphors operate within digital spaces. By analyzing Memes related to the event, explores how the strategic combination of images, textual overlays, and other semiotic resources constructs metaphorical meanings, this research sheds light on how multimodal metaphors operate and contribute to broader digital discourses. Additionally, this case study aims to highlight the distinctive advantages of Internet Memes in shaping public perception, cultivating a sense of collective identity, and possibly affecting the interpretation and recollection of important cultural events. It also aims to inspire further research into multimodal discourse on social networks.