| Keywords: | political discourse, Internet memes, typology of dichotomies, federal chancellor, political image
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| Abstracts: | This article examines and analyzes political Internet memes dedicated to German Chancellor O. Scholz and the party he leads with the aim of identifying their influence on the formation of the image of the politician and the party he represents. The research material includes Internet memes posted on the 9gag.com website from the end of 2021 to the present. The total volume of the units under study is 56 political Internet memes. The time frame chosen for the analysis is related to the change of power in Germany and the election of O. Scholz who leads the Social Democratic Party of Germany (SPD) as Federal Chancellor. The relevance of this study is due to the growing interest in political Internet communication and the mass character of Internet memes in the context of political campaigns. To analyze the corpus of memes dedicated to the Social Democrat O. Scholz, a typology of Internet memes is used, built on the principle of dichotomies and allowing not only to describe Internet memes, but also to trace their impact on the recipient. As a result, it was established that despite the fact that the Internet memes considered in this article have a negative impact on the image of O. Scholz, they have a positive effect on his PR, since they become viral and attract the attention of a large number of Internet users.
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| The contact details of authors: | Larina, Tatyana Sergeevna – Candidate of Philology, Senior Lecturer at the Department of German Language, Moscow State Institute of International Relations (University) MFA of Russia, Moscow, Russia, https://orcid.org/0000-0001-5496-5850, t.larina@my.mgimo.ru
Printsipalova, Olga Vyacheslavovna – Candidate of Philology, Associate Professor, Head of the Department of German Language, Moscow State Institute of International Relations (University) MFA of Russia, Moscow, Russia, https://orcid.org/0000-0001-7222-3121, prinko@mail.ru
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