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Home , Internet meme, Internet slang

© Kamla-Raj 2019 J Sociology Soc Anth, 10(4): 309-314 (2019) PRINT: ISSN 0976-6634 ONLINE: ISSN 2456-6764 DOI: 10.31901/24566764.2019/10.04.332 - in Chinese Mediasphere as a Reflection of Modern Reality D. A. Balakin1, A. R. Alikberova2 and S. A. Nazarova3

1,2Kazan Federal University, Department of Altai Studies and Sinology, Kazan, Russia 3Tashkent State Institute of Oriental Studies, Tashkent, Uzbekistan E-: 1, 2, 3

KEYWORDS Chinese Culture. Chinese Internet. Language. Linguistic. Media Space. Modern Vocabulary ABSTRACT This study deals with the penetration of the Internet in all spheres of life, including its increasing influence on the political views of people. Internet memes are becoming a specific reflection of modern reality and a new kind of socio- political discourse. Therefore, the study aimed to study and analyze the most popular Internet memes in the Chinese media space, compare the main trends in modern Chinese, and determine their connection with key events within and abroad. The main result of the study was the identification of new linguistic and cultural characteristics in the compilation of the Internet . Moreover, during the study, it was proved that most of the Internet memes are socially or politically colored, some of them penetrate from unofficial Internet space to a higher language level and are included in the generally accepted active language reserve.

INTRODUCTION cultural ideas, symbols, or practices that can be transmitted from one mind to another through The Internet has rapidly entered the everyday writing, speech, gestures, rituals, or other life of everyone, and now it is no longer just a imitable phenomena with a mimicked theme. virtual platform for communicating and receiving Supporters of the concept regard memes as new information (Glushkova and Voronina 2018). cultural analogues to genes in that they self- The Internet is considered as a special replicate, mutate, and respond to selective informational, social, psychological, and linguistic pressures (Leiser 2019). space. It has its characteristic features that include Proponents theorize that memes are a viral virtuality, interactivity, hypertextuality, globality, phenomenon that may evolve by natural selection creativity, anonymity, and patchiness, which in a manner analogous to that of biological together provide a unique opportunity for the evolution. Memes do this through the processes of emergence, existence, and development of new variation, mutation, competition, and inheritance, linguistic and communicative forms in the Internet each of which influences a meme's reproductive context. Therefore, an is one of the success. Memes spread through the behavior that specific types of Internet discourse (Crystal 2001; they generate in their hosts. Memes that propagate Dancygier and Vandelanotte 2017). less prolifically may become extinct, while others The English word “meme” refers to an may survive, spread, and (for better or for worse) idea, image, and object of intangible culture, mutate. Memes that replicate most effectively enjoy spontaneously replicated by the Internet more success, and some may replicate effectively community. However, the meme is currently even when they prove to be detrimental to the considered a mechanism for transmitting and welfare of their hosts (Jing 2015; Denisova 2016). storing cultural information. Thus, it is an China’s Internet is full of catchphrases, in- important source of reflection of modern reality jokes and other memes. While many are just as one of the ways of expressing thoughts and for fun, others have a deeper meaning to them. feelings about what is happening in the world China’s online memes can sometimes be a (Yang 2017; Zhu 2019). powerful tool to say what cannot be said. A meme is an idea, behavior, or style that spreads from person to person within a culture, Objectives often with the aim of conveying a particular This paper aimed to study and analyze the phenomenon, theme, or meaning represented most popular Internet memes in the Chinese by the meme. A meme acts as a unit for carrying media space, compare the main trends in modern 310 D. A. BALAKIN, A. R. ALIKBEROVA AND S. A. NAZAROVA

Chinese, and determine their connection with key the Internet memes in the Chinese media space events within China and abroad. for the years 2017-2018. 1. 确认过眼神 | quèrènguòyǎnshén. “确认过 METHODOLOGY 眼神，我遇上对的人” (I can see by my eyes that I met the right person); this is a Scholarship demonstrates that internet memes line from the song that was first played in – digital-media based, intertextual, participatory the album of the Singaporean pop singer creations – are polyvocal, political discourse and Lin Junjie (林俊杰) back in 2008. On the grassroots action and advocacy. In democratic and eve of the new year 2018, a user of Weibo nondemocratic societies, citizens use memes to react, (a Chinese service, a popular critique, protest, and speak truth to power. Political platform in China) under the name 玩网 memes are used to critique and comment on social 小学生 published a post called “确认过 and political issues, from elections, to food stamps, 眼神，你是广东人” (I can see from your police violence and issues of equality. eyes that you are a Gundun) ridiculed the When nearly anyone can write a post or habit of Guangdong to give red envelopes share a meme, it becomes necessary to understand with obscenely small amounts on New Year. how user-generated media influences politics. A typical feature of the inhabitants of the While this work has begun with studies of southern province caused a heated discussion relationships between use and information-seeking or traditional political on the network and gave a second life to the participation, there is more work yet to be done musical composition with these words. In to understand how user-generated content, like the second part of the phrase, you can use internet memes, influence those who view them as any other description of the interlocutor. media. By exploring this question of meme effects, Accordingly, it should be recalled that even this paper seeks to establish what constitutes an a phrase cut off in the middle of the text effect of memes and how such effects might be modestly emphasizes the ability to see the measured. reality behind the tinsel and guess the true This study used general humanitarian methods state of affairs (Meikle 2018; Leiser 2019). such as comparative method, generalization, 2. 隐形贫困人口 | yǐnxíngpínkùnrénkǒu. The analysis, and deduction. Initially, the most popular phrase “invisible poor people” (隐形贫困 Internet memes in 2017 and 2018 in the Chinese 人口) became popular at the beginning of Internet space were identified. Data were obtained 2018. In a mild form, it refers to people who based on surveys and self-monitoring of the chats, have food and shelter at first glance, while , and forums (Denisova 2016; Bull 2017). they are actually in poverty. The presence Moreover, the received information was of such a social group is especially acute analyzed and systematized, and then the after November 11 (bachelor’s day, world characteristics of each meme, translation, and an shopping day) when people spend their last example of its use were given (Jing 2015; Zeng money on fashionable devices and clothes 2016). during the time of discounts, and then they Also, the authors conducted further count pennies. Regarding these people, the research regarding its linguistic and cultural Internet users say “你这么会花钱，一定 characteristics. Finally, based on the obtained 很穷吧” (you are so skillfully spending results, the authors could compare the main money, surely you are the poor man). In trends in modern Chinese and determine their general, you can compare this meme with connection with key events within China and jokes about using the iPhone in public and abroad (Davis 2001; Kuhn 2014). eating Doshirak at home (Meikle 2016). 3. 小猪佩奇 | XiǎozhūPèijī. Peppa Pig (小 RESULTS AND DISCUSSION 猪佩奇) has also become a meme star. Notably, the most popular 15 images and Users went crazy, wondering where to expressions were identified during the study of buy souvenirs with the symbols of this

J Sociology Soc Anth, 10(4): 309-314 (2019) INTERNET-MEMES IN CHINESE MEDIASPHERE AS A REFLECTION OF MODERN REALITY 311

cartoon, celebrities pasted themselves with as “big pig hooves.” The fact is that “the decals. They wore children’s watches and main male role” - 男主角nánzhǔjiǎo - in other funny little things with the image of Chinese is consonant with 男nánzhūjiǎo pigs. Even someone did a haircut with the that is translated as “male hooves of silhouette of Peppa Pig or tried to get a hogs.” Therefore, 大猪蹄子 has a similar real tattoo. According to the Chinese video meaning, but slightly exaggerated, to hosting, the animated series with Peppa emphasize hatred and express displeasure scored hundreds of billions of views. Thus, with the inconstancy of the male character. Peppa Pig has become an unspoken sign that For the first time, “male pork hooves” a particular person is following trends. An or “all-male pork hooves” appeared in inappropriate agiotage led to blocking the floating comments that users could send tag associated with Peppa-mania and the viral during streaming on platforms. Later, the spread of images of cartoon characters by phrase was used on other platforms in the popular personalities on DouYin’s Chinese Chinese network, where women criticize video service. However, cartoons with Peppa the patriarchal system or are unhappy with could still be seen by everyone, and souvenirs men’s behavior in general. with the symbols of the animated series could 7. pick 一下 | pick yīxià. The last year’s “打 be freely sold in stores. call” (in 2017, the “Beat the Drum” meme 4. 你个杠精儿！ | nǐgègàngjīngr. There are | 打 call | dǎ call, which expresses support often debaters in the comments to points and agreement with someone’s position) was or papers in WeChat? in discussions in replaced by a fresh “pick 一下.” They began Weibo and forums. You can also call them to use this meme on the Korean reality show troublemakers or those who like to spar for called “Produce 101,” which is especially no reason. 杠精 comes from dialect 抬杠 - popular in China. Behind the meme, there swear over trifles. A lot of Chinese Internet are no any special stories or puns; therefore, words come from dialects. However, this its meaning is easy to understand; that is, meme is not a direct equivalent to our “sofa “choose me” or simply “choose.” In fact, it troops,” which often claim expert opinions. is used in Chinese sentences instead of the Here, using the senseless and merciless verb “choose” (挑选, 选择). disputes, the Chinese users are trying to 8. C 位出道 | C wèichūdào. The word 出道 disperse the melancholy and 你个杠精儿 is translated as “start a career, go out, and is used rather for those who have nothing debut.” In turn, C 位 is an to do. for different versions of the English words 5. 太skr了 | tàiskr le. The letter combination “center” or “carry” and means “honorary came from English , which means place of an influential person in show something unintelligible, unexpected, and business” (大咖位). Thus, you can translate even insane. For example, the local meme it as “the center begins” or “the star makes provider, a popular actor and performer its debut.” However, it is often used in the Chris Wu (吴亦) used this word in his press sense of “well, let’s go” or “give way for conference at the start of the 2nd season beginners” in memes. According to one of the TV show Rap in China (中国有 version, the above phrase came from gamers 嘻哈). He described that the word “skr” who gather at the base (in the “center”) refers to the contestants’ performances. Put before starting the task. Moreover, it is used differently; it could be used in conjunction as a signal to start the action. According to with another popular meme: “确认过眼 another version, the meme appeared at the 神，是会说skr的人.” rehearsal of a pop group performance when 6. 大猪蹄子 | dàzhūtízi. Meme came from the director commanded before the start - the series “The History of Yanxi Palace” “well, center, start.” An example of the use (延禧攻略), which has been translated of the phrase in the sentence is: “让嘉宾占

J Sociology Soc Anth, 10(4): 309-314 (2019) 312 D. A. BALAKIN, A. R. ALIKBEROVA AND S. A. NAZAROVA

C 位” - let the honored guests stand in the 13.求锤得锤 | Qiúchuídéichuí. Literally, this center (Wang and Zhang 2016). meme is translated as “If you want a hammer, 9. 转发锦鲤 | zhuǎnfājǐnlǐ. Meme – send you get a hammer.” It was spread after a a carp. Karp koi (锦鲤) is traditionally scandal involving the Chinese pop artist considered a symbol of good luck; however, Joker Xue and his mistress, the famous model this year, it flooded the . On Li Yutun. In August 2017, she wrote a post the Internet, it is used for memes, stickers, in her micro-blog Weibo where she said that and greeting cards. Massive sending to each Joker (married at the time) forced her to have other images of carps formed a meme - 转 an abortion at a later date, which led to long- 发锦鲤. These long-lived ornamental fish term depression. At first, the singer fans did are popular throughout the world, but they not believe in such an unattractive behavior are credited with special properties to bring of their idol and began to demand evidence, good luck and long life in China. To be in but in the end, they received as many as two the trend, you need to send your friends the “hammers,” proving both adultery and forced image of a fish, and it is better to combine an abortion. it with a photo of a famous and successful 14.比心 | Bǐxīn. Crossed index and big fingers person. in China and South Korea mean “heart” 10. 限制了我的想象力 | Pínqióngxiànzhìlewǒ and are used to express the sincerest de xiǎngxiànglì. Translation: Poverty has feelings. This gesture came to China from limited my imagination. This phrase has long Korea, where it was first actively used appeared in the Chinese vocabulary, but it by pop singers. In fact, when one hand was used everywhere in the second half of is occupied with a microphone during a 2017. In fact, the phrase in a joking way beats performance, and you are expressing your up the fact that it is often difficult for ordinary love for the fans, then you can make such people to imagine how the rich life and what a heart with your free hand. their interests and entertainment are. 15. Eat chicken |吃鸡 | Chījī. The full 11. 你有 freestyle 吗？ | Nǐyǒu freestyle ma? expression sounds like “大吉大利，晚 Translation: Do you have a freestyle? The 上吃鸡.” This phrase traces back a paper meme became popular overnight, namely, from English - “Winner, winner, chicken when a member of the jury Wu Yifan (吴 dinner!” (This is a win, I can eat!). At 亦凡) asked the same question to one of first, the phrase became popular thanks the participants on the Hip-Hop in China to the American drama about card games TV program (中国有嘻哈). In practice, “Twenty-one,” and then the it is used to emphasize the need to have PlayerUnknown’s Battlegrounds. Then, flexibility, quirkiness, creativity in a it was used to advertise casinos in Las dialogue, to have inspiration as well as to Vegas in the 1970s: the minimum win be on an emotional lift. was guaranteed by a standard dinner — 12. Diss. The meme has also come to the three pieces of chicken and a serving of Chinese from hip-hop culture. vegetables. However, in the Internet slang, “Diss” derives from the abbreviation of two the above statement means “take first English words called disrespect (disparate) place” and “win.” and disparage (humiliate). Its essence is Studying the Internet memes would provide reduced to the expression of disrespect in a an insight into the Chinese language picture of rude form to a rapper or breaker. However, the world. Actually, a completely new source of in the , “diss” the birth of neologisms is forming that include means to express the maximum degree different Internet communities (social networks, of contempt. For instance, the common forums, blogs, and chat rooms). Of course, for a expression is 全世界diss你又如何 (What majority of the native Chinese speakers, Internet can you do if the whole world despises you). memes may be unintelligible when they first met.

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Thus, they need further explanation. Therefore, introduced into the active stock of the Chinese it is the above fact that makes them look like vocabulary. the traditional phraseological turns of Chengyu, such as the similarity of the grammatical structure RECOMMENDATIONS formation. Actually, primary sources of memes inception are hot news in the media (皮皮虾， This study aimed to study and analyze the 我们走！), a film or a series 惊不惊喜？意( most popular Internet memes in the Chinese 不意外？), a show (C 位出道), a media space. Future studies can investigate music product (确认过眼神，我遇上对的人), similar methods of increasing influence on the or video games (还有这种操作？). political views of people. Also identification of As a type of case law, Internet memes keep new linguistic and cultural characteristics in the information about that text, information resource, compilation of the Internet meme can be more cultural phenomenon, or historical event that are comprehensively studied. used as the source of the meme. Accordingly, the Internet meme has a cultural connotation, which ACKNOWLEDGEMENTS gives the addressee the possibility of identifying a case law. Notably, part of the popular memes This study was performed according to the is included in the active language reserve so that Russian Government Program of Competitive they would lose novelty and become common Growth of Kazan Federal University. expressions. Thus, another unique phenomenon would be observed when a phrase or expression REFERENCES from the Internet space moves to another language level, including official business. For Bull AE 2017. To What Extent Has New Media Been A Driver Of Change In Art And Society? MA Research Thesis. example, following the current trends in 2017, York, England: University of York. the official newspaper of the Communist Party Crystal D 2001. Language and the Internet. New Cambridge: of China “Renmin Ribao” (人民日报) made its Cambridge University Press. own rating of the Internet memes (Ungere and Davis L 2001. Doing Culture: A Cross Cultural in Action. Beijing: Foreign Language Teaching and Schmidt 2008). Research Press. Dancygier B, Vandelanotte L 2017. Internet memes as multi- CONCLUSION modal constructions. Cognitive Linguistics, 28(3): 565–598. Denisova A 2016. Political Memes as Tools of Dissent and Alternative Digital Activism in the Russian-language . Studying the Internet memes would provide PhD Thesis. London: England, University of Westminster. an insight into the Chinese language picture Glushkova SY, Voronina MK 2018. Trends in the development of the world. Of course, for a majority of the of Chinese Internet language. Modern Journal of native Chinese speakers, Internet memes may Language Teaching Methods (MJLTM), 8(9): 37-43. be unintelligible when they first met. Thus, they Jing M 2015. An analysis of the Chinese-English translation of internet hot words and catchphrases. Crazy English need further explanation. Therefore, it is the above Teacher’s Edition, 3: 137-140. fact that makes them look like the traditional Kuhn T 2014. A survey and classification of controlled natural phraseological turns of Chengyu, such as the languages. Computational Linguistics, 40(1): 121-170. similarity of the grammatical structure formation. Leiser A 2019. Spreadable Media, Citizens, and Participatory Culture: Uses and Effects of Political Internet Memes. Thus, when we speak about the phenomenon of Universität Bremen: Sozialwissenschaften. http://elib. the Chinese Internet meme, it is safe to say that suub.uni-bremen.de/peid/D00107495.html most of them are politically or socially colored. In Meikle G 2016. Social Media, Communication, Sharing fact, the memes are significantly different in terms and Visibility. UK: Routledge Taylor and Francis group. Meikle G 2018. The Routledge Companion to Media and of demand and sustainability. Moreover, there is Activism. UK: Routledge Taylor and Francis Group. a relationship between the stability of the meme Ungere F, Schmidt HJ 2008. An Introduction to Cognitive and its potential for generating new language Linguistics. Beijing: Foreign Language Teaching and structures. Finally, with the great popularity, the Research Press. Yang S 2017. An Analysis of factors influencing transmission possible creation of the new text formations on of internet memes of English-speaking origin in Chinese its basis, reproduction on different Internet sites online communities. Journal of Language Teaching and allows the Internet memo to be preserved and Research, 8(5): 969-977.

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J Sociology Soc Anth, 10(4): 309-314 (2019)