Covid-19 Humor in Memes and Image Macros: How psychological and linguistic humor categories relate to gender and age

Abstract

Online humor can be a constructive way of dealing with psychologically and socially difficult situations. The pandemic affected a rise in the way all generations used social media applications to communicate during the social distancing and lockdown phases. Psychological research revealed how different psychological humor types were preferred among different generations. Linguistic investigations revealed how different linguistic types such as multimodal voicing, creative reappropriation and incongruity resolution are prevalent humorous features of memes in general and Covid-19 memes specifically. The key question remains how humorous Covid-19 memes and items shared via social media differ in such linguistic and psychological humor types across the Silent Generation, Baby Boomers and Generations X, Y and Z. To elucidate the conundrum what it is that some memes are considered funny to younger generations but not to older generations and the other way around, a corpus was compiled through a convenience sample.
Around 240 German senior citizen students and students of English submitted demographic data and memes sent by friends, parents and grandparents during the pandemic which were imported into a qualitative data analysis software (MAXQDA 20). The corresponding demographic factors (age, sex, language, date sent) were annotated to each meme. In a second step, the memes were annotated firstly, according to psychological humor types and secondly, with linguistic humor types. Overall, almost 600 memes were coded with the youngest participant aged 13 and the oldest aged 93. The preliminary findings show that there are significant differences in the psychological humor categories in the usage of memes across generations. Baby Boomers and the Silent Generation used more affiliative humor in the Covid-19 memes, while Generations X applied the most aggressive humor and Generation Z the most self-deprecating memes. The linguistic humor types differ significantly as well: Generation Z applied personification and creative reappropriation as humor type significantly more than Baby Boomers. Further, the references to voicing, creative reappropriation applied to video games, cartoon characters and Netflix series which are unknown to older generations. All generations shared memes with incongruity resolution as humor type. This study therefore sheds light on how humor is used in memes and macros via social media apps varies across generations and might hint to possible lower response reactions between the generational groups.

Full text

Inke Du Bois, Bremen University
Hande Akin, Ekaterina Buchminska, Hasan Mir Saban, Megan Dwinger; Yooju
Sung, Svetlana Smolina
Bremen University, Germany
IPRA International Pragmatics Conference, University of Winterthur
June 28-July 1, 2021
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Adaptive
Self-enhancing To augment one self
Affiliative To maintain and enhance interpersonal relationships
Maladaptive
Aggressive To enhance oneself at the expense of others
Self-defeating Self-deprecation

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Creative reappropriation Taking elements from established contexts and weaving them into a new
expression (Miner, 2016 in Vasquez, 2020: 28)
Incongruity resolution A juxtaposition of two incongruous elements that invites readers to
“recognize this contrast and activate a process of inference…” (Alamán
and Rueda, 2016: 41)
Voicing Imitating and reproducing recognizable linguistic features in order to “voice”
particular individuals. (Vazquez, 2020: 9)
Ambient affiliation Conviviality, shared cultural knowledge (Varis and Blommaert 2015)
Parody Voicing someone with a different voice
Exaggeration The representation of something as more extreme or dramatic than it really
is
Paronymy The relationship between words partly identical in form and/or meaning,
which may cause confusion in reception or production
Polysemy The coexistence of many possible meanings for a word or phrase
Personification The attribution of a personal nature or human characteristics to something
non-human
Register variation Inserting a different style of language into a text which is not typically
associated with the given text and/or context (Ruiz-Gurillo, 2016 in
Vasquez, 2020: 7)

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Variationist Multimodal Pragmatic Approach (Du Bois 2021)
1. H1: Smart phone communication via memes with multimodal Covid-19
humor varies among different sexes and generations.
Convenience Sample: Around 250 students submitted 3-6 Covid-19 memes
that were sent from different generations (Dimock, M. 2019 Pew Research
Center) and sexes, which resulted in almost 800 memes including their
demographic data, such as age, date sent, gender.
1. Generation Z (1996-2010)
2. Generation Y (1980-1995)
3. Generation X (1965-1979)
4. Baby Boomers (1946-1964)
5. Silent Generation (1928-1945)

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STAY AT HOME!!!

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Ho: There is no relationship between the sexes and psychological and
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