Tag: semiotics

Анотація: (English) The article is devoted to the study of the semiotics of pun humor among the generation of 2000s (Gen Z) and the peculiarities of communication culture. The aim of the article is to identify specific semiotic mechanisms underlying the humor of the generation of 2000s. The research methods include semiotic analysis, content analysis of digital communications, a systematic approach to the study of humorous practices, as well as a synthesis of scientific sources in the field of linguistics, psychology of humor and media studies. The results show that the humor of the 2000s generation is very different from the humor of older people. It is often built on absurdity, innuendo, memes and jokes that are understandable only to those who know the Internet context well. Digital content, especially memes, works not just as a picture or text. They simultaneously combine words, images, emotions and cultural references. That is why one meme can have several meanings. Wordplay and puns on the Internet have also changed. They are no longer always built according to the usual rules of language. Often a joke may seem strange or illogical, but this is precisely its funny effect. Such humor is clearly visible in memes, communication through emojis and the rapid exchange of jokes on social networks, when people pick up one joke and continue it in their own way. The practical significance of the study is determined by the possibility of a deeper understanding of a specific audience that actively communicates in the media space, which will positively affect the volume of customer engagement by marketing companies. By creating content that is understandable for the specified age group, trust and a favorable environment for further interaction are formed.