“The disarmed norm”: referential processes and figurativization in a digital meme from a text-linguistic and semiotic perspective

Abstract

This article examines how referential and figurativization mechanisms are employed in a digital meme to explore and reinterpret themes of linguistic norms and correction within the contemporary Brazilian context. Drawing on the conception of memes as technotexts and multimodal cultural artifacts, the study is grounded in the principles of Textual Linguistics and Discursive Semiotics, highlighting their relevance for understanding communicative dynamics in digital environments. The object of analysis, titled “The disarmed norm”, is a montage that reimagines Bouguereau’s classical painting “L’Amour désarmé” by replacing the figure of Eros with an alien, symbolically associated with linguistic norms, and incorporating captions that evoke the tension between correction and freedom of expression. The qualitative analysis demonstrates how referential processes operate in meaning construction through intertextuality, iconicity, and shared knowledge, while figurativization strategies materialize abstract themes into ideologically charged visual and verbal figures. Findings indicate that the meme, by combining humor, irony, and social critique, challenges normative rigidity and advocates for a more plural and inclusive view of language, revealing the role of memes as discursive instruments actively engaged in symbolic disputes within digital culture.