Decoding Digital Humor: A Multimodal and Cyber-Pragmatic Study of Memes on Social Media

Abstract

Over time, memes have developed from simple image-text pairings into sophisticated digital artifacts that can convey humor, social commentary, or critique a culture. This study looks at the phenomenon of internet memes through the lenses of multimodality and cyberpragmatics as well as the humor, cultural commentary, and social critique they offer. Following a qualitative approach based on Susan Herring’s Faceted Classification Scheme and cyberpragmatic tenets, this research analyzes how the components of text, images, and platform-specific tools available on Instagram, Reddit, and Twitter interrelate to shape meaning. The results indicate that the technological structure of each platform affects how memes are created, interpreted, and shared, transforming them into communicative instruments tailored to specific contexts. Beyond Instagram’s focus on emotional and relatable visuals, Twitter uses word economy for satire and observational humor, while Reddit encourages exchange in participatory meme culture shaped by subcultures. Moreover, the research draws attention to memes as instruments for expressing social and political critique, fostering community solidarity, and support for a participatory culture. By combining multimodal approaches with framework analyses of platforms and digital discourse, this study helps conceptualize memes as flexible expressions with complex meaning and deep cultural significance that stand in constant evolution in regard to communication technology.

Keywords: Memes, Multimodality, Cyberpragmatics, Digital Communication, Social Commentary, Cultural Critique, Social Media Platforms, Meme Evolution, Platform Affordances, Online Communities, Political Memes, Visual Communication, Participatory Culture