Media studies, Vol. 16 No. 31, 2025.
Preliminary communication
https://doi.org/10.20901/ms.16.31.8
MEMES AS CULTURAL REFLECTION: A CASE STUDY OF HUMOROUS DEPICTIONS OF MARIÁN KOČNER AND THEIR SOCIETAL MEANING
Hedviga Tkácová
orcid.org/0000-0003-3062-2284
; Catholic University in Ružomberok, Faculty of Arts and Letters
Petra Polievková
orcid.org/0000-0003-2033-8757
; Catholic University in Ružomberok, Faculty of Arts and Letters
Abstract
This study examines how internet memes function as reflections of public opinion and digital culture. It focuses on humorous portrayals of Marián Kočner, a Slovak businessman imprisoned for financial crimes and under suspicion of orchestrating the murder of an investigative journalist and his fiancée. Widely known to the Slovak public, Kočner has become a frequent subject of online satire. Using mixed-method content analysis, the research identifies key narratives and sentiments conveyed in popular memes. Drawing on classical theories of humour – superiority, relief, and incongruity – the study demonstrates how memes act as both entertainment and instruments of social commentary, emotional expression, and grassroots critique.
Keywords
MARIÁN KOČNER; MEME AS A NEW GENRE; HUMOUR; NARRATIVES; TONALITY; FOLK CREATIVITY; DIGITAL CULTURE
Hrčak ID:
334158
URI
Publication date:
30.7.2025.
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