THE CONSTITUTION OF INTERTEXTUAL ARGUMENTATION IN INTERNET MEMES

Abstract

This article investigates the constitution of argumentation and intertextuality in internet memes, analyzing how these digital productions operate as vehicles of persuasive communication in contemporary social contexts. The main objective is to understand the argumentative strategies used by memes and how they relate to cultural references that intensify their impact. The theoretical foundation is based on the works of Cavalcante (2012), Koch, Bentes and Cavalcante (2007), Melo (2013), Cavalcante et al. (2022), Abreu (2009), Marcuschi (2008), Paveau (2021), Martins (2024), Muniz-Lima (2024), Dawkins (2007) and Recuero (2007). The methodology adopted is qualitative, with a content analysis of various memes, considering their visual and textual elements. The results indicate that memes use argumentative strategies such as irony, as well as intertextual references to reinforce their messages. The research highlights the importance of memes in the formation of collective identities and the dissemination of critical discourse, contributing to an understanding of the communicative dynamics of the digital age. The relevance of this study is justified by the growing use of memes as a form of social and political expression, as well as helping to develop research in the linguistic and textual fields.