Consumption of digital humor and reception analysis on 'memes'

Memes, which have evolved into a symbolic language of the digital age, function not merely as humorous visual artifacts but as dynamic semantic arenas in which cultural identity, social belonging, and positionality circulate and are negotiated. This phenomenological qualitative study undertakes a multilayered analysis of how social media users in Turkey, aged between 19 and 69, engage with and interpret memes. Anchored in the tradition of Cultural Studies, the research conceptualizes memes as cultural signifiers situated at the intersection of individual, society, and media. Drawing on both classical and contemporary theories of humor, and informed by the seminal works of Shifman, Jenkins, Milner, and Dawkins, the study examines memes as multifaceted communicative tools that facilitate humor, critique, emotional expression, and social interaction. Empirical data were gathered through in-depth interviews with 40 participants and analyzed via MAXQDA software, employing comparative coding strategies based on demographic variables. Findings indicate that memes are not merely consumable digital images but serve as active sites of meaning-making, shaped and reshaped by individuals' cultural capital, age, gender, and media literacy. Participants conceptualize memes not only as vehicles for laughter but as mediums for critical reflection, identity positioning, and sociocultural commentary. By exploring the reception of memes as expressive practices embedded in psychosocial functions of humor and interwoven with cultural codes, this study offers an original contribution to contemporary digital communication scholarship.