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Hate Speech in den sozialen Medien ist heute ein stark diskutiertes und akutes Thema. Im Jahr 2016 wurde von der EU-Kommission der Verhaltenskodex zur Bekämpfung illegaler Hassreden im Internet eingeführt und 2017 in Deutschland das Netzwerkdurchsetzungsgesetz (NetzDG) gegen Hate Speech im Internet beschlossen. Im russisch-ukrainischen Konflikt (seit 2014) ist Hate Speech zu einer der grundlegenden Komponenten geworden. Diese Tatsache hat die ohnehin angespannte Situation weiter verschärft. Internet Memes lassen sich dabei als eine neue Form der Konfliktkommunikation und der Visualisierung von Hate Speech feststellen. Mit Hilfe dieses jungen multimodalen Phänomens werden Beleidigungen gegen eine soziale Gruppe oder sogar ein ganzes Volk verbreitet. Trotz der Tatsache, dass Wissenschaftler:innen in letzter Zeit der Internet-Meme-Forschung viel Beachtung schenken und dieses Phänomen sich im schnellen Entwicklungstrend befindet, sind die Rolle, Funktionen und verbal-visuellen Merkmale von multimodalen Internet-Memes im russisch-ukrainischen Konflikt bisher nicht umfassend untersucht worden. Die vorliegende Arbeit analysiert und systematisiert die bestehende Forschung im Bereich der Internet-Memes und Hate Speech und zeigt am Beispiel des Konflikts zwischen der Ukraine und Russland, wie Internet-Memes nicht nur Hate Speech visualisieren, sondern auch eine Weltanschauung formen, neue Konzepte und neue Stereotype bilden und die Alten widerspiegeln. Diese Dissertation ist zum einen als Beitrag zur methodischen Ausdifferenzierung der Hate-Speech-Memes zu verstehen, was das linguistische und interdisziplinäre Forschungsfeld weiter vorantreiben kann. Zum anderen ermöglicht sie, die Beziehungen zwischen der Ukraine und Russland sowie die Ursachen des Konflikts zu begreifen. Die in dieser Arbeit beschriebenen und analysierten verbal-visuellen Merkmale der Internet-Memes des Konflikts bilden ein Instrumentarium für die weitere Erforschung dieses relativ jungen Phänomens sowie der russisch-ukrainischen Konfrontation.:Vorwort 3 1 Einleitung 8 1.1 Problemstellung und Zielsetzung 8 1.2 Struktur der Arbeit 11 1.3 Methodik und Korpus 12 1.4 Anmerkung zu Datenschutz, Transliteration und Übersetzungen 13 2 Theoretisch-historische Hintergründe 15 2.1 Hate-Speech des Konflikts als Forschungsobjekt 15 2.1.1 Der Begriff Hate Speech 15 2.1.1.1 Linguistischer Aspekt 15 2.1.1.2 Gesetzlicher Aspekt 19 2.1.2 Hate Speech und Medien 20 2.1.3 Hate Speech und Internet 22 2.1.4 Rechtvorschriften der Ukraine und Russlands in Bezug auf Hate Speech 23 2.1.5 Klassifikation von Hate Speech 24 2.1.6 Visualisierung von Hate Speech 26 2.2 Internet-Memes als Untersuchungsgegenstand 27 2.2.1 Von Memen zu Internet-Memes 27 2.2.2 Internet-Memes 29 2.2.3 Internet-Memes-Definition 31 2.2.3.1 Kultur- und kommunikationswissenschaftliche Perspektive 31 2.2.3.2 Linguistische Perspektive 32 2.2.4 Internet-Memes als multimodale Form: Definitionsschwierigkeit 33 2.2.4.1 Internet-Memes als Sprache-Bild-Texte 34 2.2.4.2 Internet-Memes als kreolisierte Texte 35 2.2.4.3 Arbeitsdefinition für Internet-Memes 35 2.2.4.4 Merkmale von multimodalen Internet-Memes 37 2.2.5 Funktionen von Internet-Memes 39 2.2.6 Typen von Internet-Memes 41 2.2.6.1 Image-Macros 43 2.2.6.2 Demotivatoren 45 2.2.7 Internet-Memes und andere multimodale Formen: Plakat, Karikatur 46 2.2.7.1 Internet-Memes und politische Karikatur 46 2.2.7.2 Internet-Memes und politisches Plakat 47 3 Visualisierung von Hate Speech im russisch-ukrainischen Konflikt 48 3.1 Konflikt vs. Krieg 48 3.2 Internet-Memes und Kulturwissenschaftliche Linguistik 55 3.3 Identität-Sprache-Stereotyp 56 3.4 Historischer Exkurs: Auseinandersetzung der Ukraine und Russland 62 3.4.1 Sprachenpolitik und Identitätsbildung in der Ukraine nach 1990 62 3.4.2 Zerfall der Sowjetunion und Russische Identitätsbildung 68 3.4.3 Geschichtsinterpretation von verschiedenen Perioden in der Ukraine und Russland 71 3.4.4 „Euromajdan“ als Wendepunkt 81 3.5 Stereotype als Basis für Hate Speech 86 3.5.1 Ethnostereotype 88 3.5.2 Ethnostereotype von Ukrainern 89 3.5.3 Ethnostereotype von Russen 96 3.6 Hate Speech des russisch-ukrainischen Konflikts 100 3.6.1 Neologismen nach dem „Majdan“ 101 3.6.2 Arten der Bildung von Neologismen 104 3.7 Hate-Speech-Memes 106 3.7.1 Stand der Forschung 106 3.7.2 Internet-Memes als aggressive multimodale Argumentation 111 3.7.3 Internet-Memes als Propagandamittel 112 4 Empirische Untersuchungen 117 4.1 Das Korpus der Internet-Memes 117 4.2 Hate-Speech-Liste 120 4.3 Intoleranzgrad der Internet-Memes 121 4.4 Erste Untersuchung: Textextraktion 123 4.5 Zweite Untersuchung: Internet-Memes-Analyse 128 4.5.1 Klassifikation von Internet-Memes des Konflikts 131 4.5.1.1 Historische Internet-Memes 132 4.5.1.1.1 Banderovсy (бандеровцы) 132 4.5.1.1.2 Rašyzm (рашизм) 145 4.5.1.2 Ethnostereotypische Internet-Memes 153 4.5.1.2.1 Chochol (хохол) 153 4.5.1.2.2 Kacap (кацап) 164 4.5.1.2.3 Moskal᾽ (москаль) 169 4.5.1.3 Neugebildete Internet-Memes 180 4.5.1.3.1 Vatnik(i) (ватник) 180 4.5.1.3.2 Vyšivatnik(i) (вышиватник) 186 4.5.1.3.3 Kolorad(y) (колорад) 191 4.5.1.3.4 Ukrop(y) (укроп) 199 4.5.1.3.5 Ukr(y) (укр) 205 4.5.1.3.6 Majdaun(y) (майдаун) 215 4.5.1.3.7 Daunbas (даунбас) 219 4.5.1.3.8 Lugandon (лугандон) 224 4.5.1.3.9 Federast(y) (федeраст) 230 4.6 Verbal-visuelle Besonderheiten der Hate-Speech-Memes des Konflikts 235 5 Schlussbetrachtungen und Ausblick 279 Literatur 283 Abbildungsverzeichnis 320 Tabellenverzeichnis 325 Akürzungsverzeichnis 326 Analysierte Internet-Memes (Beschreibung und Quelle) 327 Analysierte Internet-Memes (Bilder) 349

Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). The problem discussion presents the issue of the diminishing control of brand equity due to the rise of UGC and lack of research on how to manage its influence (Morrison et al., 2013). Leading to the purpose of this thesis, which is to determine the impact Internet memes have on consumer based brand equity. Literature: The review presents two leading contributors to the field, Aaker’s (1991) framework on the different dimensions of CBBE and Keller’s (1993) definition of the concept. In addition recent studies on UGC and brand equity provided the basis for hypothesis development. Method: This thesis assumed a deductive research approach, developing the hypothesis from current literature in the field. A quantitative study, that utilized an explanatory research approach, because it best suited the experimental design. As for the data collection method, surveys were considered (Saunders et al., 2016), which the authors designed as a self-completion questionnaire and pre-tested (Bryman and Bell, 2015). Convenience sampling was chosen to select participants (Hernon, 2004). Construct and content validity was used along with homogeneity and stability to control reliability and measure the quality of research instruments (Bryman and Bell, 2015). SPSS version 25 was used to conduct all statistical analyses. Results: Four hypotheses were developed, to measure the effect of the independent variable IM on each of the four CBBE dimensions. To summarize, three of the hypothesis (H1, H3 and H4) were rejected as the difference in the means are not significant enough and can be explained by chance. The effect on brand association (H2) was however found to be significant therefore H2 was accepted.

Social media content, as well as how it is being used and the impact it has on the society, have underwent significant transformations and nowadays they are quite different from what they were when social media just came around. Analysing the transformations is important for understanding both the current state and further development of the technology that stands behind social media. One of the most noticeable aspects of today’s social media is the phenomenon of “internet memes”. An internet meme can be roughly defined as “a piece of culture, typically a joke, which gains influence through online transmission” (Davison, 2012). While memes play a substantial role in the use of social media and there has been growing interest in exploiting their potential for marketing and, more generally, conveying various types of messages, there has been a lack of HCI (Human Computer Interaction) research on memes. The understanding of how memes are perceived by social media users and how memes spread on social media is currently rather limited. The study reported in this thesis addresses the limitation of existing HCI research by presenting empirical evidence for the definition of memes, as well as memes' spreadability. Three online surveys (the total number of respondents:3161), targeting the users of the social media platforms Reddit and Facebook, were developed within the study. The social media platform Reddit was selected because it is a platform where memes are often created and also where they are moved to other platforms, like YouTube and Instagram. The study adopted a mixed method approach, combining the analysis of both quantitative and qualitative data. It is shown that memes are shared because they are found funny and that they are shared within the community or with friends. But if a meme spreads and becomes popular outside this original community, the meme loses its value to the original users. Some contents, like character memes, are much easier to spread, but just as soon as they become popular, they disappear.

Investigou-se pelo presente estudo se a concepção presente na Teoria de Replicadores, expressa através do conceito de meme (DAWKINS, 1979), poderia ser um modelo compatível para explicar a propagação de memes no substrato das mídias sociais. No âmbito dos estudos locais, Recuero (2006) sugeriu uma transdução desse modelo, baseando-se nas concepções de Dawkins (1979). Refletindo sobre o posicionamento epistemológico de Recuero (2006), o presente trabalho, baseando-se em Dennett (1995), Blackmore (2002) e Tyler (2011b; 2013b), procedeu às instâncias de Análise Conceitual e Composicional dessa transdução. A partir do conceito de memeplexo (BLACKMORE, 2002), esta pesquisa de base linguística (HALLIDAY, 1987) entende os memes, no substrato das mídias digitais/sociais, como práticas de produção e distribuição linguístico-midiáticas, propaladas a partir de diversas unidades de propagação e das relações criadas pelos internautas nesse processo de transmissão. Investigando tais relações, a partir da instância de Análise Relacional, propõe-se examinar duas unidades de propagação. Expressões meméticas (Que deselegante e #Tenso) e imagens meméticas (oriundas do fenômeno memético Nana em desastres). Integram este estudo dois corpora de expressões meméticas (5275 postagens oriundas ou redirecionadas para o Twitter.com total de 83.655 palavras/tokens) e um corpus bilíngue (Português/Inglês) de imagens meméticas (um total de 134 imagens oriundas do Tumblr.com e Facebook.com). Para analisar os corpora de expressões meméticas utilizou-se a metodologia de Linguística de Corpus (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). Para a análise do corpus multimodal de imagens meméticas, utilizou-se a metodologia que chamamos de Análise Propagatória. Objetivamos verificar se essas unidades de propagação e as práticas linguístico-midiáticas que estas transmitem, evoluiriam somente devido a aspectos memético-midiáticos, conforme Recuero (2006) apontara, e com padrão de propagação internalista (DAWKINS, 1979; 1982). Após análise dos dados, revelou-se que, ao nível do propósito, os fenômenos locais investigados não evoluíram por padrão internalista (ou homogêneo) de propagação. Tais padrões revelam ser de natureza externalista (ou heterogênea). Ademais, constatou-se que princípios constitutivos meméticos de evolução como os de fecundidade, longevidade (DAWKINS 1979; 1982) e o de design (DENNETT, 1995), junto com o princípio midiático de evolução de alcance (RECUERO, 2006) mantiveram-se presentes com alto grau de influencia nas propagações de natureza externalista. Por outro lado, o princípio memético da fidelidade (DAWKINS, 1979; 1982) foi o que menos influenciou esses padrões de propagação. Neutralizando a fidelidade, e impulsionados pelo princípio de design, destacaram-se nesse processo evolutivo os princípios linguísticos sistematizadores revelados por este estudo. Isto é: o princípio da funcionalidade (memes evoluem porque podem indicar propósitos diferentes) e o princípio do alcance linguístico (memes podem ser direcionados a itens animados/ inanimados; para internautas em idioma nativo/ estrangeiro) / This study investigated whether the conception present in the Replicators Theory, expressed through the concept of meme (DAWKINS, 1979), could be a compatible model to be transducted and feasible to explain the propagation of memes in the substratum of social media. In the scope of local studies, Recuero (2006) suggested a model for such transduction. Reflecting on Recueros epistemological positioning, the present Linguistics-oriented research (HALLIDAY, 1987) examined the authors (2006) transduction through two investigative steps: Conceptual and Compositional Analysis, respectively. Those two investigative steps followed the conceptions presented by Dennett (1995), Blackmore (2002), and Tyler (2011b; 2013b). By departing from the concept of memeplex (BLACKMORE, 2002), this work understands memes, in the substratum of digital/social media, as practices of production and distribution through language and media. Moving to a third investigative step Relational Analysis this study investigated the relations and connexions created by internet users whilst they spread memetic phenomena through several unities of propagation, i.e.: the local phenomenas memetic expressions (from #Tenso and Que deselegante), and the memetic images (from Nana em desastres). This research used two corpora of memetic expressions (5275 posts coming from or forwarded to Twitter.com 83,655 tokens), and one bilingual corpus (Portuguese/English) of memetic images (a total of 134 images coming from Tumblr.com and Facebook.com). To analyse the corpora of memetic expressions this investigation used the methodology of Corpus Linguistics (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). To examine the multimodal corpus of memetic images this study suggested a methodology called Propagatory Analysis. The aim of this research was to investigate if those units of propagation and the linguistic/media practices they transmit, evolved only via memetic/media aspects, and presenting an internalist pattern of propagation (DAWKINS, 1979; 1982), as Recuero (2006) argued. The findings of the present study suggested that, at the purpose level, the local phenomena investigated didnt evolve through an internalist (or homogeneous) pattern of propagation. Those patterns were of externalist (heterogeneous) nature. Furthermore, the memetic constitutive principles of evolution such as fecundity, longevity (DAWKINS, 1979; 1982), along with the media constitutive principle of reach (RECUERO, 2006) have been highly influential over propagations of externalist pattern. Conversely, the memetic constitutive principle of fidelity (DAWKINS, 1979; 1982) was the least influential in such externalist patterns of propagation. Fidelity was undermined by two linguistic constitutive principles that emerged, empowered by the principle of design (DENNETT, 1995). Firstly, appeared the linguistic constitutive principle of functionality (memes evolve because they can express different purposes), followed by the principle of linguistic reach (memes can address animate/inanimate items; and Internet users in their native or foreign languages)

Investigou-se pelo presente estudo se a concepção presente na Teoria de Replicadores, expressa através do conceito de meme (DAWKINS, 1979), poderia ser um modelo compatível para explicar a propagação de memes no substrato das mídias sociais. No âmbito dos estudos locais, Recuero (2006) sugeriu uma transdução desse modelo, baseando-se nas concepções de Dawkins (1979). Refletindo sobre o posicionamento epistemológico de Recuero (2006), o presente trabalho, baseando-se em Dennett (1995), Blackmore (2002) e Tyler (2011b; 2013b), procedeu às instâncias de Análise Conceitual e Composicional dessa transdução. A partir do conceito de memeplexo (BLACKMORE, 2002), esta pesquisa de base linguística (HALLIDAY, 1987) entende os memes, no substrato das mídias digitais/sociais, como práticas de produção e distribuição linguístico-midiáticas, propaladas a partir de diversas unidades de propagação e das relações criadas pelos internautas nesse processo de transmissão. Investigando tais relações, a partir da instância de Análise Relacional, propõe-se examinar duas unidades de propagação. Expressões meméticas (Que deselegante e #Tenso) e imagens meméticas (oriundas do fenômeno memético Nana em desastres). Integram este estudo dois corpora de expressões meméticas (5275 postagens oriundas ou redirecionadas para o Twitter.com total de 83.655 palavras/tokens) e um corpus bilíngue (Português/Inglês) de imagens meméticas (um total de 134 imagens oriundas do Tumblr.com e Facebook.com). Para analisar os corpora de expressões meméticas utilizou-se a metodologia de Linguística de Corpus (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). Para a análise do corpus multimodal de imagens meméticas, utilizou-se a metodologia que chamamos de Análise Propagatória. Objetivamos verificar se essas unidades de propagação e as práticas linguístico-midiáticas que estas transmitem, evoluiriam somente devido a aspectos memético-midiáticos, conforme Recuero (2006) apontara, e com padrão de propagação internalista (DAWKINS, 1979; 1982). Após análise dos dados, revelou-se que, ao nível do propósito, os fenômenos locais investigados não evoluíram por padrão internalista (ou homogêneo) de propagação. Tais padrões revelam ser de natureza externalista (ou heterogênea). Ademais, constatou-se que princípios constitutivos meméticos de evolução como os de fecundidade, longevidade (DAWKINS 1979; 1982) e o de design (DENNETT, 1995), junto com o princípio midiático de evolução de alcance (RECUERO, 2006) mantiveram-se presentes com alto grau de influencia nas propagações de natureza externalista. Por outro lado, o princípio memético da fidelidade (DAWKINS, 1979; 1982) foi o que menos influenciou esses padrões de propagação. Neutralizando a fidelidade, e impulsionados pelo princípio de design, destacaram-se nesse processo evolutivo os princípios linguísticos sistematizadores revelados por este estudo. Isto é: o princípio da funcionalidade (memes evoluem porque podem indicar propósitos diferentes) e o princípio do alcance linguístico (memes podem ser direcionados a itens animados/ inanimados; para internautas em idioma nativo/ estrangeiro) / This study investigated whether the conception present in the Replicators Theory, expressed through the concept of meme (DAWKINS, 1979), could be a compatible model to be transducted and feasible to explain the propagation of memes in the substratum of social media. In the scope of local studies, Recuero (2006) suggested a model for such transduction. Reflecting on Recueros epistemological positioning, the present Linguistics-oriented research (HALLIDAY, 1987) examined the authors (2006) transduction through two investigative steps: Conceptual and Compositional Analysis, respectively. Those two investigative steps followed the conceptions presented by Dennett (1995), Blackmore (2002), and Tyler (2011b; 2013b). By departing from the concept of memeplex (BLACKMORE, 2002), this work understands memes, in the substratum of digital/social media, as practices of production and distribution through language and media. Moving to a third investigative step Relational Analysis this study investigated the relations and connexions created by internet users whilst they spread memetic phenomena through several unities of propagation, i.e.: the local phenomenas memetic expressions (from #Tenso and Que deselegante), and the memetic images (from Nana em desastres). This research used two corpora of memetic expressions (5275 posts coming from or forwarded to Twitter.com 83,655 tokens), and one bilingual corpus (Portuguese/English) of memetic images (a total of 134 images coming from Tumblr.com and Facebook.com). To analyse the corpora of memetic expressions this investigation used the methodology of Corpus Linguistics (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). To examine the multimodal corpus of memetic images this study suggested a methodology called Propagatory Analysis. The aim of this research was to investigate if those units of propagation and the linguistic/media practices they transmit, evolved only via memetic/media aspects, and presenting an internalist pattern of propagation (DAWKINS, 1979; 1982), as Recuero (2006) argued. The findings of the present study suggested that, at the purpose level, the local phenomena investigated didnt evolve through an internalist (or homogeneous) pattern of propagation. Those patterns were of externalist (heterogeneous) nature. Furthermore, the memetic constitutive principles of evolution such as fecundity, longevity (DAWKINS, 1979; 1982), along with the media constitutive principle of reach (RECUERO, 2006) have been highly influential over propagations of externalist pattern. Conversely, the memetic constitutive principle of fidelity (DAWKINS, 1979; 1982) was the least influential in such externalist patterns of propagation. Fidelity was undermined by two linguistic constitutive principles that emerged, empowered by the principle of design (DENNETT, 1995). Firstly, appeared the linguistic constitutive principle of functionality (memes evolve because they can express different purposes), followed by the principle of linguistic reach (memes can address animate/inanimate items; and Internet users in their native or foreign languages)

Nous proposons de concevoir et développer un outil permettant d’analyser la diffusion d’information sur les services de réseaux sociaux en ligne grâce au traitement et à la visualisation de données. Fruit d’une réflexion méthodologique, ce dispositif permet d’observer les relations entre les dimensions conversationnelles, sémantiques, temporelles et géographiques des actes de communication en ligne. Courts messages se propageant rapidement sur la Toile selon des modèles encore mal connus, les mèmes Internet comptent parmi les contenus les plus prisés sur les plate-formes web. Les mèmes Internet circulant sur le service de microblog chinois Sina Weibo articulent notamment discussions personnelles, débats sociétaux et vastes campagnes médiatiques. Mobilisant des méthodes issues de l’analyse des réseaux et du traitement automatisé de la langue chinoise, nous procédons à l’analyse d’un vaste corpus de 200 millions de messages représentant l’activité sur Sina Weibo durant l’année 2012. Notre première tâche consiste à identifier des mèmes dans ce large ensemble de données. L’identification de mèmes dans un ensemble de messages est notamment possible grâce à un algorithme de détection non supervisé. Néanmoins, le volume de calculs nécessaires pour obtenir des résultats fiables sur un large corpus nous amène à abandonner cette approche, montrant par là-même la complexité d’une définition intéressante de l’objet numérique composite mème. Notre seconde série d’analyses porte sur le volume de conversations entourant les hashtags du corpus. Les résultats montrent que les usages majoritaires de Sina Weibo sont similaires à ceux des médias traditionnels (publicité, divertissement, loisirs...). Néanmoins, nous écartons les hashtags comme représentants des mèmes Internet, artefacts d’usages commerciaux et stratégiques à la diffusion cadrée et planifiée. L’approche finalement retenue utilise la recherche par mots-clés pour constituer les corpus de messages décrivant une dizaine de mèmes sélectionnés dans la littérature académique et secondaire pour leurs intentions diverses : humour, actualité, scandale politique, faits divers et marketing promotionnel. S’inspirant de la critique des schémas théoriques de communication, une analyse des mots et des réseaux d’échanges entre utilisateurs met à jour les dynamiques discursives de chaque mème. L’organisation de ces informations selon un axe temporel dans un espace de visualisation interactif autorise une lecture détaillée de leur diffusion. La projection de ces réseaux conversationnels et lexicaux sur des cartes géographiques montre également les relations entre leurs aspects textuels et actuels. Les figures obtenues permettent d’ébaucher une typologie structurelle de la diffusion de ces contenus, montrant comment différents régimes d’expression cohabitent sur les réseaux sociaux. La tension entre énonciation et discours qui régit les plateformes Web se manifeste dans des motifs particuliers de circulation des contenus en ligne. Nous pouvons ainsi formuler des recommandations pour l’analyse et la conception de stratégies de communication en ligne d’organismes tant privés que publics. Néanmoins, le caractère exploratoire de cette étude et la difficulté de comprendre les actions humaines par une simple analyse de données nous invite à refuser une généralisation a priori des résultats, préférant considérer ce travail comme la première validation d’une méthodologie pouvant être étendue à d’autres formes de conversations en ligne. / We develop a data mining and visualisation toolkit to study how the information is shared on online social network services. This software allows to observe relationships between conversational, semantical, temporal and geographical dimensions of online communication acts. Internet memes are short messages that spread quickly through the Web. Following models that remain largely unknown, they articulate personal discussions, societal debates and large communication campaign. We analyse a set of Internet memes by using methods from social network analysis and Chinese natural language processing on a large corpus of 200 million tweets which represents/reflects the overall activity on the Chinese social network Sina Weibo in 2012. An interactive visualisation interface showing networks of words, user exchanges and their projections on geographical maps provides a detailed understanding of actual and textual aspects of each meme spread. An analysis of hashtags in the corpus shows that the main content from Sina Weibo is largely similar to the ones in traditional media (advertisement, entertainment, etc.). Therefore, we decided to not consider hashtags as memes representatives, being mostly byproducts of wellplanned strategic or marketingcampaigns. Our final approach studies a dozen of memes selected for the diversity of their topic: humor, political scandal, breaking news and marketing.

Тема выпускной квалификационной работы – интернет-мемы как трансляторы авто- и гетеростереотипов русских и американцев в социальных сетях. Цель данного исследования – изучение интернет-мемов, транслирующих этнические стереотипы русских и американцев, в свете теории креолизованного текста. Объектом исследования данной работы являются интернет-мемы креолизированного типа, т.е. мемы, которые состоят из двух негомогенных частей: вербальной (языковой, речевой) и невербальной (принадлежащей к другим знаковым системам, нежели естественный язык). В исследовании используется описательный (анализ, синтез, классификация) метод, метод компонентного анализа, методики исследования креолизованного текста, сопоставительный метод. Результаты исследования могут быть использованы для формирования представления об этностереотипах в интернет-пространстве. / The topic of the present graduation thesis is “Internet memes as translators of auto- and hetero-stereotypes of Russians and Americans in social networks.”. The purpose of the investigation lies in study Internet memes that broadcast ethnic stereotypes of Russians and Americans in the light of the theory of creolized text. The subject of the research is Internet memes of the creolized type, i.e. memes, which consist of two inhomogeneous parts: verbal (linguistic, speech) and non-verbal (belonging to other sign systems than natural language). The research uses a descriptive method (analysis, synthesis, classification), component analysis method, research methods for creolized text, a comparative method. The research results can be used to form an idea of ethnic stereotypes in the Internet space.