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Harmlöst - eller inte?: En kritisk diskursanalys av Nordiska Motståndsrörelsens memes om covid-19 och etablissemanget
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Harmless - or not? : A multimodal critical discourse analysis of Covid-19pandemic memes communicated by the Nordic resistance movement in Sweden (English)
Abstract [sv]

Studien “Harmlös - eller inte?”  undersöker memes skapade av den högerextrema organisationen Nordiska motståndsrörelsen (NMR) för att se hur de framställer etablissemanget i  kopplat till covid-19. Studien undersöker även hur dessa memes är konstruerade. Memes är ett framgångsrikt digitalt verktyg som används på internet. Deras största kännetecken är ironi och humor. På senare tid har memes även börjat användas som opinionsverktyg då de levererar budskap snabbt och effektivt. Högerextrema organisationer i synnerhet använder memes särskilt flitigt för att nå ut och locka nya följare. Teorier som använts för att uppnå studiens syfte är representationsteorin, ideologier samt teorin om intertextualitet. Analysen har genomförts på 13 memes i bild- och textform genom en kritisk diskursanalys baserad på en anpassad version av Carvalhos (2008) modell för diskursanalys. Analysstegen som används är layout & struktur, objekt & aktörer, språk, grammatik och retorik samt ideologiska ståndpunkter. Resultatet visar att Nordiska Motståndsrörelsen i sina memes anpassar nyheter som rör coronapandemin till att passa sin fiendebild. NMR framställer etablissemanget som något främmande och opålitligt i samband med Covid-19. NMR använder humor, ironi och satir för att kritisera makthavarna. Dessutom finns starka kopplingar till högerextrema idéer, bland annat antisemitism, homofobi samt våld- och dödshot. 

Abstract [en]

The study "Harmless - or not?" examines memes created by Swedish far-right organization The Nordic Resistance Movement (NMR) to see how they portray the establishment in connection with covid-19. The study also examines how these memes are constructed. Memes are a successful digital tool used on the internet. Their biggest characteristics are irony and humor. Recently, memes have also started to see use as tools of opinion-making, as users can derive meaning from them quickly and efficiently. Right-wing extremist organizations in particular use memes particularly extensively to reach out and attract new followers. Theories used to achieve the purpose of the study are ideology, the theory of representation and the theory of intertextuality. The analysis has been carried out on 13 memes in image and text form through a critical discourse analysis based on an adapted version of Carvalho's (2008) model for  discourse analysis. The analysis steps used are layout & structure, objects & actors, language, grammar and rhetoric as well as ideological positions. The result shows that the Nordic Resistance Movement in its memes adapts news related to the corona pandemic to fit its image of the enemy. NMR portrays the establishment as something alien and hostile in connection with Covid-19. NMR uses humor, irony and satire to criticize those in power. In addition, there are strong links to right-wing extremist ideas, including anti-Semitism, homophobia and threats of violence and death.

Place, publisher, year, edition, pages
2022. , p. 47
Keywords [en]
Nordic Resistance Movement, covid-19, memes, critical discourse analysis, nordfront, far-right movement, meme culture, participatory culture, intertextuality, ideology, representation theory
Keywords [sv]
Nordiska motståndsrörelsen, covid-19, memes, kritisk diskursanalys, nordfront, högerextrem rörelse, memekultur, deltagarkultur, intertextualitet, ideologi, representationsteori
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-58555ISRN: JU-HLK-MKA-1-20220478OAI: oai:DiVA.org:hj-58555DiVA, id: diva2:1699650
Available from: 2022-10-20 Created: 2022-09-28 Last updated: 2025-10-13Bibliographically approved

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