Al-Tsaqafa: Jurnal Ilmiah Peradaban Islam Vol. 17 No. 2, 2020, 186-194 P-ISSN 0216-5937, E-ISSN 2654-4598 DOI: 10.15575/al-tsaqafa.v17i2.9320

BILL GATES COVID-19 CONSPIRACY IN MEMES: A SEMIOTIC APPROACH

AZKA SAEFUL HAQ1 , INTAN SITI NUGRAHA1

1Department of Linguistics, Faculty of Cultural Sciences, Universitas Padjadjaran, Indonesia [email protected]

ABSTRACT Covid-19 as a global issue connects other social variables such as Bill Gates conspiracy issue discussed globally in public (Shalini, 2020). Memes as meaningful entities exist to influence the internet public in facing Bill Gates issue even without rational and empirical inquiry for some particular people that believe in them. Reddit as an easily accessible website shares actively more numerous memes related to Bill Gates conspiracy issue than the other websites. The memes contain cultural values represented by verbal and visual forms to exchange belief and rational arguments.This study is the interpretation data based on qualitative mtethod. Associating particular signifiers to Bill Gates in whole data refers to Bill Gates’ negative track record, past ideas, ambitions, and pace. Several data contain visual and written signifiers that support each other to acquire signified in data such as Bill Gates in virus form who injects an old man. Signifiers reflect predominantly negative associations related to Bill Gates. It explicates negative connotation that exists consistently. Myths that exist represent that Bill Gates’s vaccine as a danger, Bill Gates as a mastermind behind the pandemic, and Bill Gates as an opportunist who concerns about expansion of business to reach vaccine business. Keywords: Bill Gates conspiracy, connotation, COVID-19, memes, myth

ABSTRAK Covid-19 sebagai isu global menghubungkan variabel sosial lainnya seperti isu konspirasi Bill Gates yang paling dominan dibahas secara global di ruang publik (Shalini, 2020). Meme sebagai entitas bermakna hadir untuk mempengaruhi publik internet dalam menghadapi isu Bill Gates, bahkan tanpa penyelidikan rasional dan empiris bagi sebagian orang tertentu yang mempercayainya. Reddit sebagai website yang mudah diakses secara aktif membagikan lebih banyak meme terkait isu konspirasi Bill Gates dibandingkan dengan website lainnya. Meme mengandung nilai-nilai budaya yang direpresentasikan dengan bentuk verbal dan visual untuk saling bertukar keyakinan dan argumentasi rasional. Penelitian ini merupakan interpretasi data berdasarkan metode kualitatif, yakni dengan jalan mengaitkan penanda tertentu kepada Bill Gates di seluruh data yang mengacu pada rekam jejak negatif, ide, ambisi, dan kecepatan Bill Gates. Beberapa data berisi penanda visual dan penanda tertulis yang saling mendukung untuk memperoleh tanda dalam suatu data seperti Bill Gates dalam bentuk virus yang menyuntik orang tua. Penanda tangan mencerminkan asumsi negatif terkait Bill Gates. Hal ini menjelaskan konotasi negatif yang ada secara konsisten. Mitos yang ada menunjukkan bahwa vaksin Bill Gates sebagai bahaya, Bill Gates sebagai dalang pandemi, dan Bill Gates sebagai seorang oportunis yang peduli pada ekspansi bisnis untuk menjangkau bisnis vaksin. Kata Kunci: Konspirasi Bill Gates, konotasi, COVID-19, meme, mitos

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INTRODUCTION that emerges fast around the globe such Internet memes are encompassed as China's biological weapon and through expressing values, ideas, and technology radiation. Investigating the evaluations toward something based on most predominant Covid-19 issue, Bill cultural views. Studying memes can not Gates conspiracy issue becomes the most be portrayed separately with values of popular issue discussed globally in culture so can ideas and evaluations public (Shalini, 2020). Numerous (Achaidat, 2013; Cannizzaro, 2016; Dewi representations related to Bill Gates and et al., 2017; Ross et al., 2017; Walker, what affiliate to him can be found easily 2004). Memes represent a different in digital activities. The emergence of culture and are broadly spread in various memes relate to him reflects how a types of and particular particular internet society portrays a websites that are globally accessible for global issue. public use. They involve numerous Conspiracy issue which contains a activities formulated in study (Benaim, particular worldview emphasizing itself 2018) that notes many activities outside in three principles. First, nothing signification generated goods and happens by accident view portrays a services such as new products (books, reality intentionally. Second, nothing is DVD, merchandising), new platforms, a as it seems view thinks that appearance is new approach to marketing, new brands, deceptive. Third, everything is connected and even new firms of money after the view believes that patterns are existence of memes. Finally, the studies everywhere because of no room for the around memes stress “role of the visual accident. A universe that is governed by in our world” (Foss, 2004). In the specific design is implied by a conspiracist theory scope of signification, internet memes (Barkun, 2003). Relating to conspiracy are not only reflecting specific ideas and theory in website, the indispensable information but also conveying them manifestation of society is not a website that can be consumed by the internet but is only a virtual place. Acquiring public. aberrant decoding that will entail Internet memes are digitally conspiracy theory is resulted by failing to shared by a particular group and view the difference between website and concerned with trending issues. They reality (Thibault, 2016). In the case of Bill can reflect the construction of meaning Gates, it might happen as well and that links to a particular ideological simultaneously represent the myth practice in a cultural commodity shared on the website. Trust, or distrust (Wiggins, 2019). They as meaningful in facing his issue, the memes with its entities exist to influence the internet contsruction of meaning exist in digital public in facing an issue even without rooms. rational and empirical inquiry for some One of particular memes websites particular people that believe in them. which still exists since 2005 is Reddit Although the spreading is on a micro- (reddit.com) with its online discussion of level but its significance is in the macro trending topics involving numerous one that shapes behavior forms, way of users. It is documented from May 2019 thinking, and actions of social groups until February 2020 that this American (shifman, 2014). Covid-19 pandemic as website had been visited by over 1.250 global issue connects other social millions users (Clement, 2020). This variables. One of the global trending easily accessible website becomes one of issues refers to conspiracy issues relates memes website that shares actively to coronavirus disease 2019 (Covid-19) more numerous memes related to Bill

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Gates conspiracy issue than the other meaning that affiliates to materialism, websites. Memes in this website can equality, freedom, and informality produce public opinion and they are existing in forms of visual and textual usually reposted in different social signifiers. Public around the world media such as and . especially the 9GAG visitors accept Memes in this context reflect belief and ideological values of USA in 9GAG “Hot rational arguments related to cultural Page”. The other study conducts myth practice. They contains cultural values refered to political entity as a piece of represented by verbal forms and visual social media to shape particular reality forms to exchange belief and rational based on memes (Shteynman, 2016). It arguments. Memes convey and imply automatically does same activity to rapidity a new form of meaning-making construct public opinions. It is similar that underscore their importance with the other study that reveals political (Wiggins, 2019). In this study, memes of culture of indonesian social media public Bill Gates conspiracy issue confirm myth in Jakarta gubernatorial election (Dewi, to portray as a delegated website Abdulllah, Maryani, & Suganda, 2017). discussing the same issues. Reddit as Memes combined with hoax founded website by American people phenomenon (Salam, 2018) was and mostly used by American user investigated through Barthes theory as portrays Bill Gates as his American well. It portrays that hoaxes do not brother in global context with particular correlate to institutional memeory of construction of meaning. ‘sacred argument’ or symbolic Memes are compatible with manifestation regarding diversity of the semiotics analysis that explicate nation, but are only employed for signification for sign use. The memes contemporary power struggles. Finally terminolgy is a new word before other nothing become changed in modern common conventional signs but not a structure established although the new concept. That terminology only power struggle can evoke the people refers to a new version of sign as position in power to change. Studying traditional semiotic concept (Kilpinen, myth can reflect a particular ideology in 2008). Memes which are viewed as sign- signs as these semiotic studies have been based phenomenon can be explained in conducted (Achaidat, 2013; Mcilwain, focusing on visual and textual element in 2007; Octavita et al., 2018). This present semiotic analysis. To reveal what kind of study aims to investigate the second manifestation in memes, semiotics can order signification and myth in memes also be used as a theoretical framework that finally shapes stereotypes of Bill to study sign-based phenomenon Gates. (Sebeok, 2001). Comprehending signs is Culture which is dynamic routine activity of public for human manifestation of human’s creation being can not access reality, values, and produces connotation to create new information without signs as a mediator. signification of a same signifier. Sign In acqiuring meaning of signs, human users are allowed to expand creatively being creates life of sign in social life in the application of signs in their socio- representing anything and interpreting cultural life (Danesi, Messages, Signs, and it (Danesi & Perron, 1999). Meanings 3rd edition, 2004). When Several previous research related someone grows and interacts through to this study are myth of american signs using, he/she adapts in sign- cultural values in 9GAG memes website making to specific culture with signifying (Aditya Achadiat, 2013). It constructs order. It is ‘restrictive’ characteristic of

Al-Tsaqafa : Jurnal Ilmiah Peradaban Islam. Vol 17 No. 2, 2020 188 Bill Gates Covid-19 Conspiracy In Reddit Memes: A Semiotic Approach culture that defines signification but in amp.reddit.com are pictures which the other hand other cultural authentically refer to Reddit website. characteristic such as ‘liberating’ Even data can be accessed in Google encompasses sign users to add Search related to Reddit website to conventionally new constructions of match picture originality. Moreover, meaning (Danesi & Perron, Analyzing collocation keywords like conspiracy, Culture, 1999). Moving from first-order vaccine, memes, meme, covid, corona, meaning to second-order meaning or and cartoon memes are combined in Bill connotation reflect specific cultural Gates as main keyword in searching practice in signification. New meaning process to gain data in Reddit website from connotation contains particular since last month in 2019 up to early 2020 vision of a group. Mantaining posts. Data reduction is commited connotative meaning in a particular sign through concerning main topics namely user can cause the transformation of Bill Gates conspiracy in COVID-19 constant connotation to a myth. pandemic. Finally, to analyze and discuss Myths refer to a message or a data, semiotic analysis is using Barthes’ system of communication (Barthes, Myth theory. Semiotic analysis emerge to Mythologies (English Translation) , interpret relation to broader system 1972). Since myths become a type of meaning and it can access materials of speech, they which are conveyed or visual culture (Rose, 2016). To avoid bias implied in a discourse form can emerge interpretation, composing interpretation form everything, included signs. is conducted in comparing visual Encompassed by signification, they signifier and written signifier. spread in social life to complement ideas related to any social context. Their RESULTS AND DISCUSSION natural characteristics and even timeless Results are accepted but in fact, a specific These sample memes are delegated ideological vision hides in them (Allen, based on its similar signifiers to whole 2003). When a particular society accepts 16 memes found in Reddit. Undescribed meaning construction of an issue, natural memes contain similar patterns such as characteristic adheres in that issue as if it Bill Gates and vaccines or he as is really natural. There are other system mastermind behind COVID-19 which is used instead of dennotation to pandemic. expand signification, namely connotation. Both first and second order of signification contain signifiers and signifieds that become parameter to distinguish. Plane of expression is constituted by the plane of signifiers and plane of content is constituted by the plane of signifieds (Barthes, 1967).

METHOD This study is interpretation data based on qualitative method. The internet memes as data are spreaded specially in Reddit websites for its user and generally in Google Search related to Reddit website. Data acquired from Fig. 1: Bill Gates and USA

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Although this meme is cartoon version of are involved in a construction of a real figure, the essence of internet meaning. Those are visual signifiers that memes are marked by visual and verbal can inform an opinion related to COVID- interplay to propose or counter opinions 19 issue even without the written one. (Wiggins, 2019). This meme produces Bill gates’ smiling face located in bowl visual and written signifiers that frame clarify the antagonist impression for Bill Gates position and what he does to some people. The meme conveys his environment. Signifiers found explicitly a man behind the pandemic visually are vaccine, small viruses, Bil namely Bill Gates by placing the face in a Gates’ big virus, and the United States in bowl of soup. Fred as investigator can be an old man image. The viruses represent hoped man who emerges afterward. conspirary between Bill Gates and crisis, Connotation reflected contains negative lies, power, abuse, etc. to create new manifestation that explicate Bill Gates as worse condition in the Unites States. the more responsible man than a bat Thoses viruses also connect Bill Gates soup. with a commune with same form as virus. Same form can reflect same vision in this context. Other signifiers that emerge tend to decrease credibility of Bill Gates such as the cure will be worse than the desease. Signifieds of this data decline positive image of a public figure because this meme only focuses on negative manifestations of Bill Gates related to his concern involving COVID- 19 problems. Connotation reflected by signifiers refers to negative connotation

Fig. 3: Bill Gates and his background Signifiers conveyed in written form reflect track record which stress Bill Gates position as non-medical background in the meme. They explicate that he is not a doctor, epidemologist, engineer, etc. and shape a stereotype of the figure in finding COVID-19 vaccines. The paradox of Bill Gates position appeared in data through noting documented thief, own virus patents, and owns vaccine companies, stimulates distrust vocalized by this meme. Those signifiers evoke irrational condition of Bill Gates related to his background and hesitate his pace and motives. Irrelevant Fig. 2: Bill Gates behind Outbreak track record denoted and bad past of Bill Gates shape negative association to who A bowl of bat soup, Fred (a character of can find this meme. Those do decrease Scooby Doo cartoon) and Bill gates’ face credibility of what Bill Gates is executing

Al-Tsaqafa : Jurnal Ilmiah Peradaban Islam. Vol 17 No. 2, 2020 190 Bill Gates Covid-19 Conspiracy In Reddit Memes: A Semiotic Approach to find COVID-19 vaccines. Connotation in this meme contains negative manifestation.

Fig. 5: Bill Gates and mandatory vaccines

In this meme, accusation of COVID-19 mastermind clearly refes to Bill Gates through written signifiers marked by possession form in phrase my coronavirus. The other signifiers like my Fig. 4: Bill Gates and vaccines mandatory COVID-19 vaccine reflect that This meme reveals Bill Gates’ idea ever opportunis impression also refers to him documented to care of global population to persuade public in thinking that only of human being in written signifier by the business expansion is the motive. The same guy who says we need to depopulate. assumption emerges because to sell It furthermore evokes paradoxical vaccines, there must be viruses firstly. impression between depopulating and Connotation is evoked by negative saving through producing vaccines in manifestation in the meme. this meme. Those written signifiers finally stimulates to think that seeking benefits with vaccines is Bill Gates’ target. Connotative meaning is conveyed simultaneously with distrust of the figure. Conveyed by the written form, the utterance suddenly wants to save everyone with his vaccines is manifestation of distrust related to track record of Bill Gates.

Fig. 6: Evolution of Bill Gates

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Signifiers reflect a consitent idea of Bill Discussion gates evolution in visual and written form. Evolution starts from a baby to an Undescribed memes reflect similar adult but before the last evolution as patterns of manifestation such as Bill witchdoctor, a billionare with his money Gates and vaccines or he and opportunist transform to be traditional witchdoctor characteristics. The interpretation of and technological medical tools namely data predominantly refer to repeated injection and GMO (genetically modified written signifiers and visual signifiers organisms). Both two medical tool can represented in whole memes to acquire result unknown unintended a valid interpretation. Several data consequences to human being. Those contain visual signifier and written signifiers enhance negative impression signifier that support each other to that reflects negative connotation. acquire signified in a data such as Bill Gates in virus form who injects an old man with the explanation the cure will be worse than the desease. Signifiers reflect predominatly negative assosiations related to Bill Gates. It explicates negative connotation that exists consistently and it can transform to be myth in memes. After acquiring signifieds, this study explicates the myths related to Bill Gates and what affiliates to him in the memes because the connotation has alreadly constructs constant pattern. Associating particular signifiers to Bill Gates in whole data refer to Bill Gates’ negative track record, past ideas, Fig. 7: Vaccine from Bill Gates ambitions, and pace. Those 4 points Signifiers in visual and writtern form reflected by signifiers in memes are compare thing trusted by some people patterns affiliated to cultural practice in and a vaccine of Bill Gates. Memes memes. The signification through creator show his distrust of Bill Gates’ revealing connotation encompasses vaccine to express and reject future emergence of myth in Reddit website existance of the the vaccine. Through users. Stereotypes are defined based on only denoting things than future vaccine findings in whole memes. These are the from Bill Gates in visual way, this meme myths that represent negative reflect negative connotation. The stereotypes. distrust found here relates to the Bill Gates’s vaccine as a danger microchips inside vaccine that can track people (Spencer, 2020). Although some Bill gates is assumed as a person media defend Bill Gates from negative affiliated to other grup behind with bad issues throgh clarifying but the memes motives on the pandemic. As central become valid manifestation of distrust in figure portrayed in that group, he tries to internet public opinion. find vaccines with interests. His existence with the others threatens the environment, particularly USA.

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Microchip issue also increase negative exist in a sense because our belief on impression of Bill Gates. It refers to only them (Searle, 1996). This study reflect personal ambition behind finding myths and their patterns that affiliates a vaccines. signifier and other signifier. As a suggestion, futher study related to myth Bill Gates as a mastermind in memes can reach ideological A man behind the pandemic that plans emanifestation. complex activities evoked by using depopulating issue. To control population, a pandemic is created to REFERENCES reach global control. Selling vaccines also becomes other motive found behind the Aditya Achadiat, R. (2013). The outbreak of pandemic. Representation of Americanization Myths in the Internet Memes on Bill Gates as an opportunist the 9gag Comedy Website. Passage 1(2), 45 - 54. Affiliating to his background as one of Allen, G. (2003). Roland Barthes. New American billionares, the impression of York: Routledge. money-oriented emerges. Expansion of Barkun, M. (2003). A Culture of business is assumed to reach vaccine Conspiracy. Berkeley and Los business that will result numerous Angels: University of California profits. Paradoxical impression Press. represented contains unconvincing pace. Barthes, R. (1967). Elements of Semiology With irrelevant background, he emerge (translated from the French by to fund medical programme but memes Annette Lavers and Colin Smith). convey not the generosity, the negative New York: Hill and Wang. motives. Distrust emerges because of Barthes, R. (1972). Mythologies (English Translation) . New York Farrar, negative impression in the figure. Straus and Giroux: The Noonday Press . Benaim, M. (2018). From Symbolic Values CONCLUSION to Symbolic Innovation: Internet- memes and Innovation. Research Memes in Reddit website reflect Policy. negative connotation that shape Bill Cannizzaro, S. (2016). Internet Memes as Gates figure in conspiracy issue related Internet Signs: a Semiotic View of to COVID-19. Myths emerge to connect Digital Culture. Sign Systems him with his negative track record, past Studies 44(4), 562–586. ideas, ambitions, and pace. Bill Gates’s Clement, J. (2020, March). Reddit Users: vaccine as a danger, Bill Gates as a Unique Monthly Visits 2019. Dipetik mastermind behind the pandemic, and June Saturday, 2020, dari Statista: Bill Gates as an opportunist who https://www.statista.com concerns on expansion of business to Danesi, M. (2004). Messages, Signs, and reach vaccine business become myths Meanings 3rd edition. Toronto: spreaded in digital room. Finally people Canadian Scholars’ Press Inc. can filter various opinions to face Danesi, M., & Perron, P. (1999). Analyzing conspiracy issue based on their own Culture. Indiana: Indiana ways. Objective facts that can be tracked University Press. in various source are available, but there Dewi, R. S., Abdulllah, A., Maryani, E., & Suganda, D. (2017). Internet are facts by man agreement. Things can Memes : Representation of

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