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GREEN EXITpresents
ADVENTURESIN ASIANPOPULARCULTURE
DARYLL DISA | ENNA SEAH | NADIAH MOHD | NURUL SHAHIDAH | SOPHIE HONG
ContentsPoster
Prologue | Memes, Internet Memes & SGag
Chapter I | SGag in Our Daily Lives
Chapter II | Creating & Recreating Memes on SGag
Chapter III | It’s More than just a Meme. Public Sphere and Discourse
Epilogue | Conclusion
P O PC U L T U R E
MEMEINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
F E A T U R E S
I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
W H Y
I S
MEMEINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
INTERNET MEMEMemes that are spread via social web (email, blogs, social networking sites etc)
Dynamic content that are managed collaboratively among Produsers (Bruns, 2007)
Ordinary, Humour, Simplicity, Repetitiveness and Whimsical Content (Shifman, 2011)
Highly visible at a global scale (Shifman, 2011)
MEME
Ancient Greek word “mimeme” - to imitate
Daily objects and elements such as
songs, ideas, art, words and even
architectural structures.
Transmission of cultural ideas, symbols
or practices that were easily spread/
imitated between people (Dawkins, 1976)
Local satirical meme site, spin-off from the
popular international 9Gag
Founded in 2012 by 25 year old Adrian Ang
who was tired of his “Singlish” memes being
rejected by 9Gag
500 - 600 likes on FB daily (151,000 likes on
FB) with average of 10 memes everyday
Present news in lighthearted, satirical manner
instead of traditional text-and-image format
Research Area
How Internet Memes (SGag) became part of
Popular Culture in Singapore?
SGAG
MEMEINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
SGAG in Our Daily LivesChapter I
Culture is ordinary and it represents common meaning within a specific context linked to the arts and learning, resulting in a process of “discovery and creative effort”. (Williams, 1958)
Memes on SGag represent the issues that Singaporeans face in their “ordinary” lives. These include humorous and light-hearted takes on political, social and economic issues.
Satirical mode of communication reflects the process of discovery and creativity.
S O C I A LSGAG in Our Daily Lives
Friendly SMRT “makcik”
Singapore Haze
E C O N O M I CSGAG in Our Daily Lives
High Cost of Living in Singapore
P O L I T I C A LSGAG in Our Daily Lives
Salary of Ministers
SGAG in Our Daily LivesChapter I
Why SGAG is Popular
Culture in Singapore?
We are able to relate to SGag’s light-hearted takes on social, economic and political issues in our “ordinary” lives.
SGag provides an alternative source of news for Singaporeans
• Memes are timely and current
• Depicts central issues that are of concern among Singaporeans
Satirical mode of communication shows the humour aspect which is a central component of salient memes, reflecting the process of discovery and creativity.
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
A L T E R N A T I V E S O U R C E O F N E W S
W H I M S I C A L C O N T E N T
HOW POPULAR IS SGAG BASED ON CHARACTERISTICS LISTED BY SHIFMAN?
P O P U L A R I T Y B A R 100% 0%
MEMEINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
Creating & Recreating Internet Memes (SGAG)
Chapter I
Creating & Recreating Internet Memes (SGAG)
Chapter II
Fiske (1989)Bruns (2007)
Active audience, people do not just blindly accept signs and messages
Meaning-making and interpretation by audience influenced by political, social, economic and cultural backgrounds
Shift from static to dynamic content, from hierarchically managed to collaboratively and continuously developed material, and from user-as-consumer to user-as-contributor - Produser (Producer + Consumer)
People created local memes, post them on the internet so others could see the satires, submit their own and share among friends
People interpreted memes differently
Simple on-the-surface meaning VS hidden agendas, deep-lying meanings
eg. funny images of politicians with sarcastic captions could hint at the public’s attitude towards the government
Pieterse (1980)
“Hybridization is a factor in the reorganization of social spaces...unsettles the introverted concept of culture and...ushers in a transcultural cut-and-mix”
“The doors of erstwhile communities are opening up across space and time...(traditional) fixities have now been superimposed onto images of experience and structures of familiarization”
Reproduced images from 9Gag with localised content
Ang mohs with hokkien captions
Local politicians, celebrities, current affairs etc become easily “reached” compared to traditional media
People can easily create a meme to make a statement about their minister or favourite actress online
Original Static Content
“Downlow” watched the post-game press conference in May 2009. Yao Ming made the face after teammate Ron Artest left the site of interview “Downlow” made a meme of the static
image in 2010 and submitted to Reddit with an interpreted caption that said Yao Ming said, “B***h Please”
Widely-use and one of the most prominent Internet memes.
SGag uses Yao Ming meme to illustrate various instances based on local context and culture.
Downlow who was a consumer became a producer. He is a Produser (Consumer + Producer)
Creating Meaning Based on Original Static Content
Recreating Meaning Based on Local Context
Hybridization
Creating & Recreating Internet Memes (SGAG)
Chapter II
Meme can be interpreted based on the leader’shardhitting leadership and tendency to hunt his opponents down viciously
Creating & Recreating Internet Memes (SGAG)
Chapter II
Original Static Content
Lee Kuan Yew speaking during a regional forum on government policies
Recreating Meaning Based on Local Context
Lee Kuan Yew addressing the crowds at the recent General Elections, during his speech at his ward
Meme can be intepreted as a joke on the 87-year-oldnever fading away from the limelight and politics inSingapore
Original Static ContentRecreating Meaning Based
on Local Context
Creating & Recreating Internet Memes (SGAG)
Chapter II
Prime Minister Lee speaking at a community event in 2012
The electorate’s interpretation VS our own group’sinitial interpretationMeme can be interpreted as PM Lee not doing enough for Singaporean commuters about the major disruptions to the train service in December 2011.
Creating & Recreating Internet Memes
Chapter II
Why SGAG is Popular
Culture in Singapore?
Participatory culture. Higher visibility for produsers compared to just being an active consumer
Allows produsers to interpret and reproduce content in any way they want to
Simplified content allows easy consumption and sharing among a larger audience
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
I N T E R A C T I V E | W H I M S I C A L C O N T E N T
HOW POPULAR IS SGAG BASED ON CHARACTERISTICS LISTED BY SHIFMAN?
P O P U L A R I T Y B A R 100% 0%
MEMEINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
SGAG & Public Sphere and Discourse
Chapter III
SGAG as a New Public Sphere
The Internet has created a new public sphere, and SGag is part of it through its online channels (Facebook, Twitter, YouTube and Website)
The public sphere is a “realm of our social life in which something approaching public opinion can be formed” and “access is guaranteed to all citizens”. (Habermas, 1964)
Preconditions for the emergence of the new public sphere: Disregard of status, domain of common concern, inclusivity. (Habermas, 1989)
SGAG & Public Sphere and Discourse
Chapter III
SGAG and Public Discourse
“Publics act historically according to the morality of their circulation” (Warner, 2002)
The ease and speed of spreading memes online gives them a longer circulation time
This ensures that the Internet memes are current, timely and relevant
Additionally, Internet memes are a fun and easy way to discuss matters of public concern in comparison to the primp and proper-ness of traditional media
Internet memes are a significant contribution to public discourse because it can engage more people
CONCLUSION
Features of SGAGthat made it a popular culture in Singapore
Ordinary People & Relevant (Shifman, 2011)
Whimsical Content & Humor (Shifman, 2011)
Simplicity (Shifman, 2011)
Engaging & Interactive (Green Exit, 2013) - Just Kiddin
Platform for Alternative Source of News (Green Exit, 2013) - Just Kiddin Again
Current & Timely (Green Exit, 2013) - Ok, not funny anymore
MEMESINTERNET MEMES
SGAGDAWKINSB R U N SSHIFMAN
SGAGI N O U R D A I L Y
LIVES
CREATINGRECREATINGINTERNET MEMES
SGAG
SGAGP U B L I CS P H E R EDISCOURSE
W I L L I A M S
B R U N S
F I S K EPIETERSE
W A R N E RHABERMAS
P O PC U L T U R E
D A R Y L L D I S A | E N N A S E A H | N A D I A H M O H D | N U R U L S H A H I D A H | S O P H I E H O N G
G R E E N E X I T