Textual Subversion in Memes: A Semantic-Pragmatic Sociopragmatic Triangulation of Digital Discourse

Abstract

This study employs a semantic-pragmatic-sociopragmatic
framework to analyze five Indonesian memes, exploring their role
as cultural artifacts that navigate modern societal tensions.
Through qualitative multimodal discourse analysis, the research
examines how memes blend linguistic creativity, humor, and
visual symbolism to critique issues such as academic pressure,
procrastination, and cultural apathy. Key findings reveal that
memes rely on semantic contrasts (e.g., literal vs. figurative
meanings) to generate irony, pragmatic strategies like hyperbole
and satire to subvert institutional norms, and sociopragmatic
resonance to reflect collective experiences. Examples include the
juxtaposition of Javanese cultural values with universal symbols
("Raurus") and the use of dark humor to criticize educational
systems ("Student in ICU"). The study highlights memes’ dual
function as tools for communal solidarity and platforms for subtle
social critique, emphasizing their reliance on local dialects (e.g.,
"gini pak") and digital vernacular. Broader implications
underscore memes’ significance in democratizing discourse and
shaping digital literacy. Academically, the tripartite framework
offers a robust methodology for decoding digital communication,
while technological applications call for culturally adaptive AI to
address nuances in sarcasm and context. Societally, memes
challenge rigid definitions of success and productivity,
advocating for empathy in an era of digital fragmentation. This
research positions memes as vital, dynamic reflections of
contemporary identity and resistance, bridging individual
expression with collective cultural narratives.