文章基本信息

标题：Memes as Shortcut to Consumer Culture: A Methodological Approach to Covert Collective Ideologies
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作者：Elisa Priori de Deus ; Roberta Dias Campos ; Ana Raquel Rocha 等
期刊名称：RAC - Revista de Administração Contemporânea
印刷版ISSN：1415-6555
电子版ISSN：1982-7849
出版年度：2022
卷号：26
期号：4
页码：e210005-e210005
DOI：10.1590/1982-7849rac2022210005.en
语种：English
出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
摘要：Objective: the paper proposes the methodological use of memes as a shortcut to explore consumer culture. Memes as cultural texts can reveal collective circulating ideologies that may not be accessed through regular interviews. Context: memes are cultural texts that convey easy-to-understand messages, gaining strength within social networks. Cultural texts playfully present the social context and beliefs of societies. We analyzed circulating memes during the COVID-19 pandemic about elderly consumers in Brazil to outline a methodological protocol. Method: we analyzed memes adopting the discourse model to conduct qualitative research of memes as a shortcut to cultural discourses. We collected memes during March and May 2020 using social media networks. They were classified following thematic analysis. Result: the proposal is a methodological procedure for analyzing memes as a cultural text. The process starts with the outline of a data collection protocol, followed by data analysis guidelines, illustrated by the context of elderly consumers. Conclusion: the analysis of memes as cultural texts contributed to understanding of consumer behavior through current cultural content, revealing contrasting ideologies that emerge from consumers, as covert value-systems, circulating alongside institutional mass-mediated ideologies.