Journal of Advanced Research in Journalism & Mass Communication Volume 5, Issue 4 - 2018, Pg. No. 71-80 Peer Review Journal Research Article Cauvery Dispute Memes: In the View of Derrida’s Deconstruction – A Discourse Study Nandhini C Researcher. DOI: https://doi.org/10.24321/2395.3810.201822

Abstract This research on Cauvery dispute memes in the view of Derrida’s Deconstruction attempts to analyse the ‘memes’ created and shared during the period of September month 2016. This article undertakes Postmodernism as the conceptual theory and analysing it in discourse as the primary method. Memes from the selected Facebook pages are considered for this research. It analyses the memes through various parts such as Image, Content, Colour and Characters present in the meme that had been going around breaking the structured scenario on socialising over media through qualitative method.

Keywords: Memes, Deconstruction, Cauvery Dispute, Social Media, User Participation, Discourse

Introduction to ‘‘replicate at rates that make even fruit flies and yeast cells look glacial in comparison’’ (Dennett, 1993). There is Background of The Study some controversy about who coined the term meme, but Richard Dawkins was surely the one who made it popular. On The Issue A meme should be regarded as a unit of information residing The debate over sharing Cauvery water between Karnataka in the brain just as genetic information is stored in the and Tamil Nadu dates back when both the states agreed DNA(Dawkins, 1982). Its phenotypic effects, in contrast, to construct dams. Regarding sharing of water, there were are its consequences in the outside world (Dawkins, 1982). controversial debates between both the states. The phenotypic effects of a meme may be in the form of words, music, visual images, styles of clothing, facial August 2016: Tamil Nadu files a petition in the Supreme Court, seeking direction to the state of Karnataka to release or hand gestures, skills such as opening milk bottles in water to Tamil Nadu. Karnataka Chief Minister Siddaramiah tits, or panning wheat in Japanese macaques (Dawkins, says there is no water in the reservoirs, protests erupt in 1982).. They are the outward and visible (audible, etc.) Tamil Nadu. manifestations of memes within the brain. Individual expression is afforded, but social processes guide creation, September 2016: The Supreme Court directs Karnataka circulation, and transformation (Milner,2012) to release 15,000 cusecs a day till 15 September. Protests break out in both the states. On Memes and Cauvery Dispute

On Memes Tamilnadu vs Karnataka Cauvery river dispute memes in all the social media especially Facebook and Twitter. There Memes are “self-replicating units of culture” (Dawkins, were Memes put up in order to spread hatred towards 1999). Memes are characterized by some key attributes; one another. The memes primarily targeted Tamil Nadu they evolve through remixes and commentary and spread government. Then the retaliatory posts also started coming through homogeneous communities (Bauckhage, 2011). from Tamil Nadu Meme creators. Memes, since at least as early as the 1990s, have been said

E-mail Id: [email protected] Orcid Id: https://orcid.org/0000-0002-0918-9984 How to cite this article: Nandhini C. Cauvery Dispute Memes: In the View of Derrida’s Deconstruction – A Discourse Study. J Adv Res Jour Mass Comm 2018; 5(4): 71-80.

Copyright (c) 2018 Journal of Advanced Research in Journalism & Mass Communication (ISSN: 2395-3810) Nandhini C J. Adv. Res. Jour. Mass Comm. 2018; 5(4) 72

Simultaneously, a group of meme creators in the state two Facebook pages. went on to spread counter Memes and posts targeting • To understand the intention of the memes creators Tamilians as if begging for Cauvery water from Karnataka. who played major role in creating on Cauvery dispute.

Statement of The Study Review of Literature

Cauvery is one of the most important river in South India Vasiliki Plevriti(2015) indicated that representations of between the states Karnataka and Tamil Nadu. In this study, politics in popular culture offer people a chance to “pick up the researcher is analysing the topic in Post Modernism and confirm a broad sense of politicians and the political theory Deconstruction by Jacques Derrida. When there process”, At another level, film, like all signs, necessarily was an issue on the ownership of the river recently around represents what is not there less blatant here than it is in September 2016 starting, literally wars broke out. And not purely verbal signs” (Brunette 61) just on the fields. ‘Netizens’, who claim to be the everyone who are in social media which is Facebook in this study, Juliana Brunello’s (2013) study concludes that through fought over this issue in memes. In fact, a particular meme agency and sociability, the composition of internet-memes which went viral that implied Tamil Nadu begging water to entails much more than simple imitation. It involves using Karnataka which was offensive and considered as an act familiar ideas and previous knowledge in order to make of insult to the whole state. So, there it went, viral wars creative unfamiliar combinations; appropriating, remixing between the meme creators and the supporters who fought and then recontextualizing different elements into novel, over cyber bullying for the states. So, the theoretical frame amusing, unexpected, and often humorous ways, thus work in this research will be associated with Postmodernism creating something original out of something that has been theory which is considered as a cultural change through copied. In sum, internet-memes are a result of individuals any form which is in this case it is meme wars in Cauvery playing creatively with memetic elements within the issue. This study, as mentioned before derives the breaking aesthetics of postmodernism. of constructed ideologies in transforming information through media. Shifman (2014) discussed the memes and its significance, as well as their role in digital culture introducing it to all that What makes this study additionally interesting is that, induces the users, the viewers into political participation though widespread, this phenomenon is often unrecog- nized. People have seen it, but not really noticed it. According to Derrida, “There is not – one deconstruction, and deconstruction is not a single theory or a single Hence this study will let out the principle of Post Mod- method” (Vandenberg 122). ernism- Deconstruction on the memes that had highest recognition in Facebook in the selected sample pages. Linda Börzsei (February 2013) indicated that the ontology and history of the Internet meme that is a piece of content Scope of The Study spreading online from user to user and changing along the way. Due to the meme wars between these two states on Cauvery dispute, there has been so much hatred among the According to Charalambos Konstantineas, George Vlachos people since it is social media and it reached everywhere (2013) Memes recommend a certain point of view, a point in all the possible ways. Meanwhile there has also been that is sometimes considered unorthodox in a modernistic sarcastic comments on the participation of the government approach. Our goal initially is to define with the greatest and the social activists on this. It sure did brought out an possible clarity the term “internet memes” and demonstrate awareness on the issue in some kind of art way but still it its relationship with the emerging internet sociology. did bring out viral violence to some extent that it reached in newspapers too. The scope of the study is to identify and Theoretical Framework analyse the memes that are used and critically mention Postmodernism as a diverse movement, which originates in about the maybe other side of it through a discourse study. aesthetic, architecture and philosophy (Ryan Bishop,1996). Objectives Postmodernists are suspicious of authoritative definitions and singular narratives of any trajectory of events (Bishop The objectives in this study are; 1996). Postmodernism is a sense in which if one sees modernism as culture of modernity, postmodernism is the • To analyse the usage of characters in the memes which culture of post modernity (Sarup,1993). The period where deconstructs the usual. there is immense process of the destruction of meaning • To analyse the perception of the memes in various which is equal to the earlier destruction of appearances and perceptions which gained highest recognition in the period of post modernism whoever lives by meaning also

ISSN:2395-3810 DOI: https://doi.org/10.24321/2395.3810.201822 Nandhini C 73 J. Adv. Res. Jour. Mass Comm. 2018; 5(4) dies by meaning (Baudrillard ,1984). On anthropological to our understanding of literature with a greater sense of view, the postmodernist critique of science consists of two critical perception (Sahoo,2014). Our life and experiences interrelated arguments, epistemological and ideological are governed by certain ideologies which are built into our (Spiro 1996). language. It is good for us to see ourselves rid of those ideologies (Sahoo,2014). Derrida calls this philosophic Postmodernism in Memes system as “logocentric” (Derrida, 1976). It places at the centre (centric) of its understanding of the world. A concept Internet and social media like Facebook are they keys for termed as logos that orders and organises the world. communication in this contemporary culture where memes Deconstruction is not a method or way that can be utilised are being created, shared and understood and questioned in the activity of interpretation and cannot be reduced on every part of it and beyond. Memes can be considered to a methodology (among compacting methodologies in as the result of postmodern thoughts. For instance, when the human or natural sciences or a technical procedure there is an announcement on a particular news. The meme assimilable by academics and capable or being taught in creators start off with questioning what is it about through educational institutions (Derrida, 1976). Derrida concludes satirical memes borrowing cinematic photos or scenes the letter by writing ‘what deconstruction is not’. But from movies to depict the information. Virtually, there is everything! What is deconstruction but nothing (Derrida, a slang called ‘Going Viral’ among the users which means, 1976). the information spreads among the people to a larger extent like a virus spreading all over. It somehow affects According to Derrida(1976) difference is, “because of the users to a point in making them aware from the Memes ‘differance’ that the movement of signification is possible put up. Like Bruns (2006) and Jenkins (2006) indicated the only if each so called “present” element, each clement effects on modern media and traditional media over the appearing on the scene of presence, is related to something, users. Contemporary media such as social media apps like other than itself, thereby keeping within itself the mark Facebook, paved a way for the users to be a part of the of past element, and already telling itself by vitiated by societal happening to some point. They are given a chance the mark of its relation to the future elements, this trace to question and comment the happenings absorbing the being related no less to what is called the future than to information from memes and the announcement being what is called the past, and constituting what is called put up. Earlier, the traditional media has certain effect over the present by means of this very relation to what it is people. But now, the contemporary media such as social not(Derrida, 1976). media has made the users to question about everything and anything. The quest before on Memes about the Methodology importance or significance. The concept of memes is taken into serious note because of the effect it has over people DESIGN: In this research about memes in Cauvery issue, in participating into the online media and others. Although ever since the riot broke out, there has been a lot of new it questions the what and whatnot, it is evident that the memes about it which raised a meme war between Tamil users are able to identify between the information provided Nadu and Karnataka Facebook users. So, there are a lot of by the creators. data to discover and to analyse it or rather deconstruct it. Hence this research design has Analytical research. It is an Derrida’s Deconstruction Applied Research for two factors. One this research is on the secondary sources which was readily available on internet In here, Memes are the source of context and the information which can be acquired through proper searching process. given in the Meme may or may not indicate the same sign Two, this is not done in the field where the researcher can as it is. Deconstruction itself can be deconstructed. But the go into the place and do it. process may go on infinite without any final conclusion. As Derrida indicated, it canno be used as a method rather. The research on meme wars in Cauvery dispute will be a Qualitative method. And it is done through the data In his book “Of Grammatology” (1976)., the difference available and the data given by the samples. between phonocentrism and logocentrism is that phonocentrism is the word spoken while logocentrism is Method: The research methods adopted to carry out this the word written. According to Derrida (1976) when speech research will be In-depth interview and Discourse method. fails to protect presence, writing becomes necessary. In In depth interviews with. To the two meme creators of the this case, writing then serves as a supplement which takes pages Kolly Trolls and Jaya 2.0. it is quite simple about the the place of speech (Derrida, 1976). Deconstruction is a threat factors about dealing a social issue over sarcastic radical destabilization of all earlier movements in literature humour. and this critical theory is no longer a new phenomenon now (Sahoo,2014). Deconstruction teaches many critical Discourse is done on the 10 memes, 5 from each that had concepts and philosophies. These critical concepts add top five likes and shares in the mentioned pages.

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Sampling: Samples are the 10 memes which went viral meme culture in Cauvery dispute. famously on Cauvery dispute in Kolly Trolls page and Jaya 2.0 in Facebook which was selected in Available sampling. The Data Analysis 10 memes that had top likes and shares in the pages which seems like the highest in the memes on the dispute are Ever since the Cauvery dispute meme wars started in the taken as samples. The sampling technique used to identify month of September 2016, there had been memes flowing the samples is Convenient sampling. Since, the memes were around the Facebook and twitter pages. This research looks available over the Kolly trolls and Jaya 2.0 pages in Facebook at this scenario because of Postmodernism, in which the and the admins of the same. Unstructured questions since concept of Deconstruction derived by Derrida makes a it is qualitative, and it is in-depth interview for in-depth good pair up. While it has been deconstructing the usual interview, it is based on the slight impact of memes that media ethics and censorship to a level, memes break down caused the meme wars in social media. the constructed media information transferring process.

Sampling Methods and Techniques (Non Probability, #Discourse analysis of these memes are categorised in Convenient Sampling) various forms such as

Polit (2001) define a sample as “a proportion of a • Textual and Meaning Analysis population”. That sample size does not influence the • Theme Analysis importance or quality of the study and note that there • Character Analysis are no guidelines in determining sample size in qualitative • Picture Analysis research (Holloway and Wheeler, 2002)

Non-probability sampling represents sampling techniques that can be used in research that can be used in qualitative, mixed methods, and quantitative research.

This study has several limitations as mentioned before. Hence, the researcher uses Non-Probability sampling method to choose samples. From numerous memes around it is evident that one cannot include all the components.

Burns and Grove (2003) refer to sampling as a process of selecting a group of people, events or behaviour with which to conduct a study. (Polit, 2001) confirms that in sampling a portion that represents the whole population is selected. According to Parahoo (1997), in non-probability sampling researchers use their judgment to select the subjects to be included in the study based on their knowledge of the phenomenon. A method of sampling where the researcher Image 1.Source: Kolly Trolls Page deliberately chooses who to include in the study based on Textual and Meaning Analysis: The text in this confirms the their ability to provide necessary data”( Parahoo, 1997). threat emotion due to the character used. The texts from Data Collection first till last are in bold, expressing strong message. The text interpretation to be notes is that, some of the words Cauvery dispute has been going on for decades but during like ‘Kannadame Tamil’, are highlighted in yellow differing the month of September 2016, viral wars broke out leaving from the usual white font colour in order to highlight the traces of ‘memes’ that raised voices on and against the importance of the content. It embarks the importance of issue both socially and politically. Tamil Language against Karnataka, when Tamils who settled in Karnataka were beaten up when they speak Tamil. According to the sampling technique, through available sampling, from the pages Kolly Trolls and Jaya 2.0, 10 Theme Analysis: The template used in this meme on memes were selected in total as given and interpreted in Cauvery issue was from a tamil movie called ‘Velai Illa the data analysis. Pattadhari’, when the protagonist challenges the antagonist about not wanting to show his other darker side. It was Through indepth interview in message and phone call with when the scene starts to grow challenging. This can be two different meme creators who are also the admins of compared to the issue where Tamil Nadu is the protagonist the pages there are raw datas regarding the influence of who challenges about the importance of Tamil Language.

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Character Analysis: Tamil Nadu, while fighting for its rights Theme Analysis: It is a conversation theme as mentioned for Karnataka, faced challenges on poverty in water. The before. It is like the voice of the angry Tamil Nadu, cursing character in this meme is a challenging character too who upon the situation. has lost his job, mother and trust of his employer due to the main villan who is out of focus in this meme. Just like Character Analysis: There is no particular character in this the protagonist, in discourse analysis, it can be compared meme because it is a plain picture of the Dam which was that Tamil Nadu has lost the major source for nature, which built. Although there are two characters KA and TN, which is water. “In the end of the movie, the protagonist wins as is explained in the above factor. usual but it at last, he gives life advices to the antagonist, pointing out his problems. Like that Tamil Nadu will win Picture Analysis: Picture of the Dam that was built by and show what is practical life”, said Gautam, the meme Karnataka Government in a long over shot, covering a bit of creator of Kolly Trolls during the interview. both the worlds. “We might have used a cinema character to create this, but we used the picture that separated Picture Analysis: The whole meme holds a bold statement, both the states. It looks very pleasant but it has lots of when it is looked argumentative. The subject (Dhanush- sorrow stories to tell. And I again don’t want to apologise protagonist), holds a cigarette while addressing the for swearing because, it is an emotion that cries against antagonist. In Cinema, it is a common stereotype that Scarcity”, he said. holding a cigar adds up a higher authority factor in most of the action films. Here, the higher character is Tamil Also, one of the comments that had more likes was, “Its Nadu and, in the background,, there are engineers working where everything started”, on the picture which expresses hard, which is like Tamilians working hard to get its right on the sad factor where only the dam in-between was holding Cauvery. “Colours are very important in creating memes. up a state’s hunger. I usually use Red, since I have always felt that it states boldness. But in this page, most posts use yellow because my team likes it to be neutral”, said Gautam.

Image 3.Source: Kolly Trolls Page Textual and Meaning Analysis: The highlighted words are “Share Indus”, “No Issues”, “Karnataka”, “Share Water”, “Neighbouring state “. When a reader skims this meme, it is impossible to miss out highlighted words that makes a message in separate words. Just like in Deconstruction theory by Derrida, the reader isn’t possibly used to understand what the content says. They are free to question Image 2.Kolly Trolls Page them, argue over it and deconstruct them. Here, there Textual and Meaning Analysis: Kolly Trolls page has the has been an epic comparison between the neighbouring significance of highlighting certain words. This meme is state and the country. India has always been in a riot with created in a conversation format, where it quotes Karnataka Pakistan for decades. But it has never built up a Dam to cut Government’s statement against Tamil Nadu that says that the flow of River Indus that passes through India. But, a River Cauvery is their right because the nature has gifted neighbouring state like Karnataka refusing to share Cauvery to them. And Tamil Nadu replied with swearing word using was pointed out in this meme. This may also address the the symbol asterix (*) in “F**k”, the whole sentence saying issue that had been arising during the Cauvery dispute then why Karnataka has built Dam over it manually which period this year was the bomb threats associated from restricts nature’s flow on its route that comes all the way Pakistan and Kashmir issues. to Tamil Nadu. The emotion in the sentence was explained in the swearing word itself. It was said in a sarcastic tone Theme Analysis: This is an extreme comparison which when Tamil Nadu replies for the statement. Building dams portrays both sensational news at a single meme. After across has its good deeds. But K’taka us refusing to provide this meme, some people commented that “they had no ample water for agriculture. idea about the Indus sharing with Pakistan fact”.

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Character Analysis: There are again no cinematic characters Picture Analysis : It is an interesting picture, that combines that were used as metaphors to signify. The characters the Dam that separates K’taka and Tamil Nadu in terms of used are the texts and the pictures. But why a comparison? Cauvery and a picture of Jallikattu, where men are trying to “People identify it curious when something is compared tame the ferocious ox which is out of control. Highlighting with the other. Hence the idea. Now, the visitors will think colour all over was again a shade of golden yellow. of both the ideas faced by India which are in extreme corners”, said Gautam.

Picture Analysis: There are two pictures in this meme which has both River Indus and River Cauvery in the same photo.

Image 4.Source: Kolly Trolls Page Textual and Meaning Analysis: “No action”, “Disobeying”, “Supreme Court”, “Get Ready” are the highlighted words. The meme creator seems like leaving out an open statement that Karnataka government has not obeyed on the judgement and to get ready before Pongal which is in January 2017. “Yes Indeed. We had this idea of getting Jallikattu and Cauvery issue in the same meme which is Image 5.Source: Kolly Trolls Page why. Also, Jallikattu had been Tamil Nadu’s bravery game. It Textual and Meaning Analysis: The words highlighted indicates that anyway we are going to fight for this issue to were “A Tamil Guy”, “Beaten Up”, “Kannadicks”, “Al prevent our rights. It is a sort of symbolic representation”, Agira”,”Motha”.”Pasangalum”, “Edam”(Place), “Poiruvinga he said. This is the meme that got highest likes with more Ahn”. During the dispute, a young Tamil guy was beaten than 10,000. up by some of the Karnataka youths in order to show a warning against Tamil Nadu. Even in this, a swearing word Theme Analysis: In deconstruction theory, one of the major has been used by conjoining Kannada and ‘dicks’ (Male strategies is undecidability. Which is any meaning conveyed organ). While in media, where people cannot use curse by the signifier is not decided exactly by the reader. It is languages in public, this meme broke the code where it undecided. The theme in this meme might be bringing two has been constructed. It states a threatening factor that if controversial topics together or giving out a threat from all the Tamil youth joins together in Bangalore, the people Jallikattu as it marks bravery of Tamilians. who beat up won’t be alive for long. It does give the public an idea of public sarcastic threatening, where it is again a Character Analysis : There is not much of a character in this stereotype in Indian media. meme. The jallikattu picture at the bottom, the ox perceives to be Karnataka Government, where in the brave men who Theme Analysis: The cinematic theme is from a Tamil struggles beside the ox represent Tamilians or Government movie called “Maari”, which is a thug life. gangster story. or even Social media users or meme creators. At the end The scene expressed in here is again a challenging theme. of Jallikattu, the ox is tamed by those men which seems Where the protagonist challenges the antagonist when he to be the theme of this meme, representing taming K’taka was about to get into trouble. It is compared to the issue Government’s disobeying activity. Cauvery, mentioning the antagonist in curse words.

One of the comment in the picture was “You cannot run Character Analysis: Major two characters in this meme K’taka, nor kill us. We will tame you and get back our are Tamil Nadu Youth and the K’Taka Youth who beat up rights”, which seems like a powerful statement though it the guy in K’taka, using personification as a major tool. received criticisms. Maari is a fearless character who fears nothing even when

ISSN:2395-3810 DOI: https://doi.org/10.24321/2395.3810.201822 Nandhini C 77 J. Adv. Res. Jour. Mass Comm. 2018; 5(4) troubles come. So, it might be compared to Tamil Nadu trolled and the personification with a cinema character. according to the meme creators. And the policeman who The hashtag that says ‘Tamizhisai’, cinematically represents stands beside is a mean character who shows no mercy a guy who cheats often to gain wealth. This character has and get beaten up at the last. Hence the personification. been selfish throughout and finally gets caught which is portrayed by actor Vivek who gets betrayed. Picture Analysis: Again, there are three pictures collaged into a single meme. Those are the major shots were the protoganist, who is Tamil Nadu youth in a casual way, with sarcastic tone, addressing the other.

Image 1.Source: Troll Jaya 2.0 Textual and Meaning Analysis: The texts in the lower picture of the meme is an accusation reply to what the personality stated during the crisis. Tamil Nadu’s famous BJP personality Mrs.Thamizhisai let out a statement that Image 2.Source: Troll Jaya 2.0 Actor Rajnikath since he was born in K’taka should speak Textual and Meaning Analysis: This consists of three of about the issue and Modi wont. The lower picture says the texts that the television media news broadcasted, a that, the fact that the Modi isn’t talking about the issue lyric from a tamil song ‘Kamali’ and the satire comment since it is a two state problem itself is something at fault. representing the meme creators. Here, three different But the major accusing fact is that she is asking an actor mediums of texts media are combined into one as a meme. to speak on the issue while it is a political issue. It also It is indicated about the financial damage done to Tamil says that people of Tamil Nadu wont forgive for what she Nadu’s residents who live in Bangalore was damaged and the said , as mentioned in the meme because it might have former Chief Minister of Tamil Nadu is lethargically sitting indirectly implied that a the major political party was only in a safe place writing letters to the other government’s interested in Tamil Nadu at times when they need it and CM about the welfare of the people. The third picture leave it aside. is a cinematic scene where TN people (hash tagged on actor Vadivelu), is looking at CM like she is just writing Theme Analysis: The lower picture is a shot from a Tamil letters about the issues and doing nothing. It has critically movie called “Dhool”, where this scene comes after when acclaimed that the Chief Minister is not acting regarding one character betrays the other’s trust, which is implied the issue in a meme way. on the issues between the political happenings between BJP Party and Tamil Nadu Theme Analysis: there are three themes in this meme. One, a fire incident that happened in real at Bangalore, a song Character Analysis: There are only three characters in scene and a comic scene from Tamil movies. All these three this whole meme. The actual one’s picture who is being belongs to completely different medias and it is joined in

ISSN:2395-3810 DOI: https://doi.org/10.24321/2395.3810.201822 Nandhini C J. Adv. Res. Jour. Mass Comm. 2018; 5(4) 78 meme. So, combining all three different scenarios to inform about the picture. But it has gone viral and received obscene a news in a different medium is a new form that broke the angry comments. normal ways of expressing communication.

Picture Analysis: There are three different pictures in this meme. The characters used here to represent were CM of Tamil Nadu, TN people in a sarcastic way that leaves out critical arguments about the inability of the head of the state about doing nothing as mentioned by the meme creator in the interview.

Image 4.Source: Troll Jaya 2.0 Textual and Meaning Analysis: This text is based on a conversation between two characters, who originally discusses about something silly which has sarcasm at its peak. But in this meme, they discuss about when Cauvery issue will come to an end and about the damages done to Tamil Nadu’s buses.

“Chief minister’s channel is supposed to telecast original news as it is. But in Jaya news, they telecast as if everything is okay. I have included Cauvery issue, the transport issue and people who suffered in this. Goundamani says that you have to watch Jaya news for polished news under the rule Image 3.Source: Troll Jaya 2.0 of the chief minister”, said the admin of the page, Jaya 2.0. Textual and Meaning Analysis: This is another phase of Cauvery issue. First it was the issue itself, then it was the Theme Analysis: The theme used in here is a cinematic society, then politics and this is denial. When the whole screen shot where, the character Senthil asks questions TN, had been fighting for its rights, these are the group of that he wanted answers for and Goundamani replies in politicians watching half naked disco dances in a meeting. sarcastic way, ignoring his quest. Here, it can be said that This may be of critical issue that political representatives the people wanted to know the real answers but due to show less interest in the society. private media ownership which was under the CM’s rule, it is persuading the people to watch Jaya News or even, Theme Analysis: The theme used in here is as usual Cauvery. indirectly it says that whatever the question is, it will be But, in here real-life incidents are used to have greater ignored like this. reach of the issue. “Political parties are active only election times. Other than this when meetings happen this is the Character Analysis: Tamil Cinema’s favourite comedy combo kind of entertainment they get into during crisis. The is Senthil-Goundamani. Here, in most of the films, the reason why I used these original pictures is to let people dominating character with satire comedy is Goundamani, know about the flaws when no other media is exposing who here replies that he has to watch Jaya News. Senthil, it”, said the page admin. however a character is right opposite.

Character Analysis: The major characters that play Picture Analysis: This picture is shown as a straight view important role are the text contents as explained above. shot, where Goundamani’s face is irritated due to those questions Senthil asks about Cauvery which he answers Picture Analysis: Picture covers almost the whole crowd saractically stating it as the truth and the opposite character enough to blame the parties. It may or may not be true is deeply confused yet wanting to know what happened.

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Findings and Conclusion

This research is on memes that went viral about Cauvery dispute during the time of crisis in Facebook on Derrida’s postmodernism theory ‘Deconstruction’. Like how a Meme itself can be dissected into various forms with the signs it has got. There is always a quotient of difference and other reside of the sign like Derrida indicates. Simple Definition of Deconstruction can be like, the meaning which provokes the reader and the reader’s perspective rather than what is given. Now, with the 10 memes selected from two pages named ‘Kolly Trolls’ and ‘Jaya 2.0’, five memes from each respectively, with the data collected through in-depth interview with the admins of both the pages and discourse on the memes selected, analysis had been made based on text, theme, character and picture used.

Image 5.Source: Troll Jaya 2.0 When analysed, there has been many inner meanings for Textual and Meaning Analysis: This meme consists of the reader who came across it. Deconstruction theory is very less text with two short sentences. It is to be noted applied to the usage of memes in internet as this forms that the first sentence is in a bigger font than the second a platform as new media, breaking all guidelines and sentence. The first sentence states,’Cauvery Karnatakavil structures in relating contents and publishing it online. Illai’, which sends a message to the viewers to think like Even though internet memes have no authorisation like seeing it first that River Cauvery is not inside Karnataka organisations in the media, it is mostly welcomed by the which is the root cause of the dispute. But, the second social media, analysing it based on the likes and shares line states that,’Cauvery Irukkum idathil than Karnataka of the memes. There is a minimum of 4000 likes and ullathu’, which turns the meaning into again a comical term 100 shares in the page itself. The text refers both to the indicating an old-time comedy used for proving existence. meanings of political, social and so forth - and the stage It also gives out the meaning that ages before, even before upon which the process of deconstruction is enacted, the separation of Tamil Nadu and Karnataka, Cauvery where here all the factors match in the Cauvery dispute formed first before lands were civilised and that Karnataka Memes. Basically, the analysis method exposes the inner has no right to restrain water to Tamil Nadu. content which can reside in any text through signs. For example in the above Cauvery Memes, it somehow shows Theme Analysis: The theme in here is an almost recent contradictions of ideas between the states. The meme cinematic picture, which happens to be a commentary creators said that it is a new way of expressing the real podium, with four people, watching an intra area cricket feedbacks and awareness as people might not be getting match. This scene especially happens when one of the team enough information about the issue. It seeks to expose, members accidentally catches the ball, whom will never and the dual opposition that makes the readers to think be a good sport. The original sentences are ’Pandhai (Ball) beyond what might be the meaning in the text, content avar pidika vilai. Pandhu than avarai pidithadhu’.” This is and the photo given. like watching the water match in between Karnataka and Tamil Nadu and Karnataka has accidentally claimed the References Cauvery that it is their right. But, the theme here is that 1. Blackmore SJ. The Meme Machine. Oxford, UK: Oxford the dint know that it is owned by nature”, said the admin. University Press, 1999. Character Analysis: There are four characters in this picture 2. Campbell DT. Variation and selective retention in socio- and the major speaker is in the middle (Green shirt). He is cultural evolution.Barringer HR, Blanksten GI, Mack the one who actually says this line. It is like a commentary RW (Eds.) 1965. scene where it can be compared to the media who says it 3. Dawkins R. The Selfish Gene.Oxford: Oxford University to the people, which the meme creator said. Press, 1976. 4. Dennett DC. Darwin’s dangerous idea.New York: Simon Picture Analysis: This picture is from a Tamil movie named, and Schuster, 1995. ‘Chennai-600028’. This scene is during a cricket match, 5. Güney A, Güney K. A brief description of Jacques which is a top sarcastic comment by the main speaker in Derrida’s Deconstruction and Hermeneutics.e-Journal the picture. of New World Sciences Academy 2008; (3): 200-225. 6. Knobel M, Lankshear C. Online Memes, Affinities, and

ISSN:2395-3810 DOI: https://doi.org/10.24321/2395.3810.201822 Nandhini C J. Adv. Res. Jour. Mass Comm. 2018; 5(4) 80

Cultural Production.New York: Peter Lang Publishing, 2007. 7. Knobel M, Lankshear C (Eds.). A New Literacies Sampler. New York: Peter Lang Publishing. 8. Milner RM. Media Lingua Franca: Fixity, Novelty, and Vernacular Creativity in Internet Memes. Selected Papers of Internet Research, 2013. 9. Van Dijck J. Users Like You? Theorizing Agency in User- Generated Content. Media, Culture & Society. London: Sage Publications, 2009. 10. Wimmer RD, Dominick JR. Mass Media Research: An Introduction. Boston: Wadsworth, 2011.

Date of Submission: 2018-09-04 Date of Acceptance: 2018-09-27

ISSN:2395-3810 DOI: https://doi.org/10.24321/2395.3810.201822