Memes and Mexican Social Imaginaries During the 2018 FIFA World Cup
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Abstract
Memes have become a distinctive form of expression within digital media culture, used to represent social values and imaginaries. This case study analyses memes published in the context of the Mexican national football team’s participation in the 2018 FIFA World Cup in Russia, in order to better understand the social imaginaries that shape Mexican cultural identity on platforms such as Facebook, Instagram, Twitter, WhatsApp, and news websites.
The study employs a qualitative digital ethnographic methodology with a sociocultural focus, applied to phenomena in digital networks and platforms (Hine, 2005; Wouters & Beaulieu, 2009; Ardèvol & Gómez, 2012). A total of 600 memes were collected across various communities, platforms, and social media networks. For their categorisation and analysis, the research draws on theoretical frameworks related to social imaginaries (Castoriadis, 1997), Mexican identity (Ramos, 1951; Paz, 1992; Villoro, 2018; Giddens, 1997; Giménez, 2000; Berger & Luckmann, 2006), and digital narrative theory, including the meme concept (Dawkins, 1989), transmedia, and multiplatform dynamics (Jenkins, 2008; Scolari, 2013).
The study reveals that the memes shared during this sporting event reflect established social imaginaries and enduring values, which continue to shape and renew the definition of Mexican cultural identity in digital spaces.
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