MEMES AS CULTURAL REFLECTION: A CASE STUDY OF HUMOROUS DEPICTIONS OF MARIÁN KOČNER AND THEIR SOCIETAL MEANING

Authors

  • Hedviga Tkácová Catholic University in Ruzomberok, Slovakia
  • Petra Polievková

Keywords:

MARIÁN KOČNER, MEME AS A NEW GENRE, HUMOUR, NARRATIVES, TONALITY, FOLK CREATIVITY, DIGITAL CULTURE

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.

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Published

2025-08-10

Issue

Vol. 16 No. 31 (2025): SPECIAL ISSUE: New European Media and Platform Policy: Implications for the Political Economy of News + GENERAL SECTION

Section

Articles

License

Copyright (c) 2025 Hedviga Tkácová, Petra Polievková

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