Мимови на „Web-у 3.0“: коришћење „дипфејк” технологије за креирање мимова
ДОИ: https://doi.org/10.2298/GEI2502021N УДК: 004.8:077.3::741.5 Оригинални научни рад
Сажетак
У популарном дигиталном предању друштвених мрежа, коментари на догађаје и понашања који се перципирају негативно од стране корисника често се изражавају кроз ’нови’ жанр фолклора: мимове. Па ипак, као многи елементи који се шире путем друштвених медија, мимови често постају ’тренд’, а они најчешће надиру и повлаче се, или их одмењују нови. Резултат овога је да се неки мимови данас сматрају застарелим. Главна особина дигиталног фолклора, међутим, јесте његова прилагодљивост новим технологијама. Са напретком Вебa 3.0, мимови, који су некада били статични и засновани на тексту, еволуирали су и њихове морфолошке одлике су се измениле. Анимација је постала доминантни облик, а мимови се сада највише деле путем платформи као што је Тикток, и вертикални видеи на различитим друштвеним медијима. Тренутно актуелни тренд у овој еволуирајућој мим-култури јесте употреба „дипфејк” технологије. Ова технологија је тип вештачке интелигенције и користи се за креирање лажних слика, видео и аудио снимака који изгледају врло убедљиво. Термин „дипфејк” („deepfake”) долази од комбинације „deep learning” („дубоко учење”) и „fake” („лажно”). И поред често претећих импликација и техничке експертизе коју ова врста технологије захтева, дипфејк технологија се, у последње време, често користи ради пародије или коментарисања политичара или других личности присутних у јавном животу и савременим догађајима. Ова пракса довела је до настанка новог типа мимова који су, иако су задржали основне карактеристике ’традиционалних’ мимова, еволуирали употребљавајући најновију технологију, и тако обезбедили да жанр остане динамичан и релевантан у дигиталном вернакулару.
Кључне речи: дигитални фолклор, мимови, дипфејк, популарно дигитално предање, Тикток
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Blank, Trevor, J. 2007. “Examining the Transmission of Urban Legends: Making the Case for Folklore Fieldwork on the Internet”. Folklore Forum 37.1: 15-26.
Bleiker, Roland. 2018. “Mapping visual global politics”. In Visual Global Politics ed. Roland Bleiker, 1–29. London: Routledge.
Booth-Butterfield, Steve & Christine Gutowski. 1993. “Message modality and source credibility can interact to affect argument processing”. Communication Quarterly 41(1): 77-89.
Bronner, Simon. J. 2009. “Digitizing and Virtualizing Folklore”, in Folklore and the Internet: Vernacular Expression in a Digital World, ed. Trevor Blank, 21–66. Utah: Utah State University.
Burgess, Jean. 2008. “All Your Chocolate Rain Are Belong to Us? Viral Video, YouTube, and the Dynamics of Participatory Culture.” In Video Vortex Reader: Responses to YouTube, eds. Geert Lovink and Sabine Niederer, 101–109. Amsterdam: Institute of Network Cultures.
Chen, Khin Wee, Robert Phiddian & Ronald Stewart. 2017. “Towards a discipline of political cartoon studies: Mapping the field”. In Satire and politics: The interplay of heritage and practice, ed. Jessica Milner Davis, 125–162. Cham, Switzerland: Palgrave Macmillan.
Denisova, Anastasia. 2019. Internet Memes and Society: Social, Cultural, and Political Contexts (1st ed.). UK: Routledge. https://doi.org/10.4324/9780429469404.
Dorst, John. 1990. “Tags and Burners, Cycles and Networks: Folklore in the Telectronic Age”. Journal of Folklore Research 27: 179-190.
Dundes, Alan. 2005. “Folkloristics in the Twenty-First Century” (AFS Invited Presidential Plenary Address, 2004). Journal of American Folklore 118: 385-408.
Dynel, Marta. 2021. “COVID-19 memes going viral: On the multiple multimodal voices behind face masks”. Discourse & Society 32(2): 175–195.
Fernback, Jan. 2003. “Legends on the Net: An Examination of Computer-Mediated Com munication as a Locus of Oral Culture”. New Media & Society 5 (1): 29-45 (dx.doi.org/10.1177/1461444803005001902).
Foroughi, Abbas, Gongjun Yan, Hui Shi & Dazhi Chong. 2015. “Web 3.0 ontology based on similarity: a step toward facilitating learning in the Big Data age”. Journal of Management Analytics 2(3): 216–232. https://doi.org/10.10 80/23270012.2015.1067154.
Frank, Russell. 2004. “When the Going Gets Tough, the Tough Go Photoshopping: September 11 and the Newslore of Vengeance and Victimization”. New Media & Society 6: 633–58.
Gasouka, Maria & Xanthipi Foulidis. 2012. Sýnchronoi orízontes ton laografikón spoudón. Ennoiologikó plaísio, érevna, fýlo, diadíktyo, scholeío. Athens: Sideri Publications.
Hariman, Robert. 2008. “Political parody and public culture”. The Quarterly Journal of Speech 94 (3): 247–272. https://doi.org/10.1080/00335630802210369.
Howard, Robert Glenn. 1997. “Apocalypse in your In-Box. End-Times Communication on the Internet”. Western Folklore 56: 295-315.
Howard, Robert Glenn. 2005a. “A Theory of Vernacular Rhetoric: The Case of the ‘Sinner’s Prayer’ Online”. Folklore 116 (2): 172-188.
Howard, Robert Glenn. 2005b. “Toward a Theory of the World Wide Web Vernacular: The Case for Pet Cloning”. Journal of Folklore Research 42 (3): 323-360.
Howard, Robert Glenn. 2008. “Electronic hybridity: The Persistent Processes of the Vernacular Web”. Journal of American Folklore 121: 192-218.
Huntington, Heidi E. 2013. “Subversive memes: internet memes as a form of visual rhetoric”. Selected Papers of Internet Research 3 (14): 1–4.
Hwang, EunJeong & Vered Shwartz. 2023. “MemeCap: A Dataset for Captioning and Interpreting Memes”. In Proceedings of the 2023 Conference on Empirical Methods in Natural Language Processing, eds. Houda Bouamor, Juan Pino, Kalika Bali, 1433–1445. Singapore: Association for Computational Linguistics.
Jenkins, Henry. 2006. Fans, bloggers, and gamers: Exploring participatory culture. NY: NYU Press.
Joly, Martine. 2002. L’image et son interprétation. Paris: Nathan, coll. Nathan cinema.
Kakampoura, Rea & Aphrodite-Lidia Nounanaki. 2022. “Conspiracy Theories about the Pandemic of COVID-19 and their Function on the Greek Internet”. In The Digital Folklore of Cyberculture and Digital Humanities, eds. Stamatios Papadakis & Alexandros Kapaniaris, 46-78. USA: IGI Global.
Kakampoura, Rea, & Aphrodite-Lidia Nounanaki. 2023. “Studying memes on social media: the case of memes for the pandemic of COVID-19 on Greek social media”. In Horizons of the future: Anthropological and other scientific approaches, eds. Bojana Bogdanović & Kristijan Obšust, 71–98. Belgrade: Archives of Vojvodina, Institute of Ethnography of the Serbian Academy of Sciences and Arts.
Katsadoros, George & Aphrodite-Lidia Nounanaki. 2021. “I eikóna ton Pontíon stin psifiakí laografía: I períptosi ton mimídon (memes)”. In Laïkí Parádosi tou Póntou apó to parelthón sto parón. Praktiká Diethnoús Epistimonikoú Synedríou Laografías (Thessaloníki, 29 Noemvríou – 1 Dekemvríou 2019), ed. Emanouel Varvoúnis, Rea Kakámpoura & Myrofora Efstathiádou, 389-432. Archeíon Póntou 61 (Pontic Archive, 61), Athens: Pontic Studies Committee.
Katsadoros, George. 2013. “I epistími tis laografías sti sýnchroni technologikí epochí. I ilektronikí proforikótita”. In Epistímes tis ekpaídefsis. Apó tin asthení taxinómisi tis Paidagogikís sti diepistimonikótita kai ston epistimonikó yvridismó, eds. Georios Kokkinos & Maria Mostkofoglou-Hionidou, 99-122. Athens: Department of Primary Education, University of the Aegean and Traveler.
Kirshenblatt-Gimblett. Barbara. 1998. “Folklore’s Crisis”. The Journal of American Folklore 111 (441): 281-327.
Laclau, Ernesto & Chantal Mouffe. 1985. Hegemony and socialist struggle. 2nd ed. New York: Verso.
Lipovetsky, Gilles. 2009. I epochí tou kenoú. Dokímia gia ton sýnchrono atomikismó. Skópelos: Nisídes.
Makhortykh, Mykola & Juan Manuel González-Aguilar. 2020. “Memory, politics and emotions: internet memes and protests in Venezuela and Ukraine”. Continuum 34(3): 342–362.
Massanari, Adrienne. 2015. Participatory Culture, Community, and Play: Learning from Reddit. New York: Peter Lang.
Milner, Ryan M. 2018. The world made meme: Public conversations and participatory media. USA: MIT Press.
Miltner, Kate M. 2018. “Internet memes”. In The SAGE handbook of social media, eds. Jean Burgess, Alice Marwick, & Thomas Poell, 412–428. UK: SAGE Publications Ltd.
Mirsky, Yisroel & Lee Wenke. 2021. “The Creation and Detection of Deepfakes: A Survey.” ACM Comput. Surv 54(1): 1–41. https://doi.org/10.1145/3425780.
Molina, Maria D. 2023. “Do people believe in misleading information disseminated via memes? The role of identity and anger”. New Media & Society 0(0).
https://doi.org/10.1177/14614448231186061.
Mortensen, Mette & Christina Neumayer. 2021. The playful politics of memes. Information, Communication & Society 24: 2367-2377. https://doi.org/10.1
080/1369118X.2021.1979622.
Mortensen, Mette. 2017. “Constructing, confirming, and contesting icons: The Alan Kurdi imagery appropriated by #humanitywashedashore, Ai Weiwei, and Charlie Hebdo”. Media, Culture & Society 39(8): 1142–1161. https://doi.org/10.1177/0163443717725572.
Mouffe, Chantal. 2005. On the political. Routledge.
Nounanaki, Aphrodite-Lidia & Rea Kakampoura. 2021. “Greek urban legends and their function on the internet”. Papers in Ethnology and Anthropology 32: 125-139.
Nounanaki, Aphrodite-Lidia & Rea Kakampoura. 2022. “‘Localised’ and ‘unlocated’ contemporary legends and their function on the Greek internet”. Estudis de Literatura Oral Popular 11: 61-78.
Nounanaki, Aphrodite-Lidia 2024. “O Laïkós Politismós sta Psifiaká Perivállonta kai i Psifiakí Laografía. Mia sýntomi episkópisi”. Epetirís tou Kéntrou Erévnis tis Ellinikís Laografías tis Akadimías Athinón, Volume 37-38. https://kentrolaografias.gr/el/content/epetiris-toy-kentroy-ereynis-tis-ellinikis-laografias-tom-37-38-2020-2023-keimena-arthron
Peck, Andrew. 2020. “Old practices, New Media”. In Folklore and Social Media, eds. Andrew Peck & Trevor Blank, 3-23. USA: University Press of Colorado.
Peters, Chris & Stuart Allan. 2021. “Weaponizing Memes: The Journalistic Mediation of Visual Politicization”. Digital Journalism 10: 217-229. https://doi. org/10.1080/21670811.2021.1903958.
Ross, Andrew S. & Damian J. Rivers. 2017. Digital cultures of political participation: Internet memes and the discursive delegitimization of the 2016 U.S. presidential candidates. Discourse, Context & Media, 16, 1–11. https://doi.org/10.1016/j.dcm.2017.01.001.
Shifman, Limor. 2014. Memes in Digital Culture. The MIT Press. http://www.jstor.org/stable/j.ctt14bs14s.
Sicart, Miguel. 2014. Play matters. The MIT Press.
Sundar, Shyam S. 2008. “The MAIN model: a heuristic approach to understanding technology effects on credibility”. In Digital Media, Youth, and Credibility, eds. Miriam J. Metzger & Andrew. J. Flanagin, 72–100. Cambridge. MA: MIT Press.
Varvounis, Emmanuel & George Kouzas 2019. Eisagogi stin Astiki Laografia. Theoritikes Prosegiseis-Methodologia-Themata. Athens: Papazisis.
Wiesner, Claudia. 2022. “Doing qualitative and interpretative research: reflecting principles and principled challenges”. Political Research Exchange 4(1).
https://doi.org/10.1080/2474736X.2022.2127372.
Wiggins, Bradley E. & Bret G. Bowers 2015. “Memes as genre: A structurational analysis of the memescape”. New Media & Society 17(11): 1886–1906. https://
doi.org/10.1177/1461444814535194.
Woods, Nancy Fugate & Marci Calanzaro. 1980. Nursing research: theory and practice. St Louis: Mosby.
Yankoski, Michael, Walter Scheirer, & Tim Weninger. 2021. “Meme warfare: AI countermeasures to disinformation should focus on popular, not perfect, fakes.” Bulletin of the Atomic Scientists 77(3): 119–123. https://doi.org/10.1080/00963402.2021.1912093.
Објављено
15.10.2025.
Како цитирати
NOUNANAKI, Aphrodite-Lidia.
Мимови на „Web-у 3.0“: коришћење „дипфејк” технологије за креирање мимова.
Гласник Етнографског института САНУ, [S.l.], v. 73, n. 2, p. 21-45, oct. 2025.
ISSN 2334-8259.
Доступно на:
<https://www.ei.sanu.ac.rs/index.php/gei/article/view/1177>.
Датум приступа: 15 oct. 2025
<https://www.ei.sanu.ac.rs/index.php/gei/article/view/1177>.
Датум приступа: 15 oct. 2025
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