2. Contents
Poster
Prologue | Memes, Internet Memes & SGag
Chapter I | SGag in Our Daily Lives
Chapter II | Creating & Recreating Memes on SGag
Chapter III | It’s More than just a Meme. Public Sphere and
Discourse
Epilogue | Conclusion
3. P O P
C U L T U R E
MEME
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
F E A T U R E S
I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
W HY
I S
4. MEME
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
5. INTERNET MEME
Memes that are spread via social web
(email, blogs, social networking sites
etc)
Dynamic content that are managed
collaboratively among Produsers
(Bruns, 2007)
Ordinary, Humour, Simplicity,
Repetitiveness and Whimsical Content
(Shifman, 2011)
Highly visible at a global scale (Shifman,
2011)
MEME
Ancient Greek word “mimeme” - to imitate
Daily objects and elements such as
songs, ideas, art, words and even
architectural structures.
Transmission of cultural ideas, symbols
or practices that were easily spread/
imitated between people (Dawkins, 1976)
6. Local satirical meme site, spin-off from the
popular international 9Gag
Founded in 2012 by 25 year old Adrian Ang
who was tired of his “Singlish” memes being
rejected by 9Gag
500 - 600 likes on FB daily (151,000 likes on
FB) with average of 10 memes everyday
Present news in lighthearted, satirical manner
instead of traditional text-and-image format
Research Area
How Internet Memes (SGag) became part of
Popular Culture in Singapore?
SGAG
7. MEME
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
8. SGAG in Our Daily Lives
Chapter I
Culture is ordinary and it
represents common meaning
within a specific context
linked to the arts and learning,
resulting in a process of
“discovery and creative
effort”. (Williams, 1958)
Memes on SGag represent the
issues that Singaporeans face
in their “ordinary” lives. These
include humorous and light-
hearted takes on political,
social and economic issues.
Satirical mode of
communication reflects the
process of discovery and
creativity.
9. S O C I A L
SGAG in Our Daily Lives
Friendly SMRT “makcik”
Singapore Haze
10. E C O N O M I C
SGAG in Our Daily Lives
High Cost of Living in Singapore
11. P O L I T I C A L
SGAG in Our Daily Lives
Salary of Ministers
12. SGAG in Our Daily Lives
Chapter I
Why SGAG is
Popular
Culture in
Singapore?
We are able to relate to SGag’s
light-hearted takes on social,
economic and political issues in our
“ordinary” lives.
SGag provides an alternative source
of news for Singaporeans
• Memes are timely and current
• Depicts central issues that are
of concern among
Singaporeans
Satirical mode of communication
shows the humour aspect which is a
central component of salient memes,
reflecting the process of discovery
and creativity.
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
A L T E R N A T I V E S O U R C E O F N E W S
W H I M S I C A L C O N T E N T
HOW POPULAR IS SGAG BASED ON CHARACTERISTICS LISTED BY SHIFMAN?
P O P U L A R I T Y B A R100% 0%
13. MEME
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
14. Creating & Recreating
Internet Memes (SGAG)
Chapter I
Creating & Recreating
Internet Memes (SGAG)
Chapter II
Fiske (1989)Bruns (2007)
Active audience, people do not just
blindly accept signs and messages
Meaning-making and interpretation
by audience influenced by political,
social, economic and cultural
backgrounds
Shift from static to dynamic
content, from hierarchically
managed to collaboratively
and continuously developed
material, and from user-as-
consumer to user-as-
contributor - Produser
(Producer + Consumer)
People created local memes,
post them on the internet so
others could see the satires,
submit their own and share
among friends
People interpreted memes
differently
Simple on-the-surface meaning VS
hidden agendas, deep-lying
meanings
eg. funny images of politicians with
sarcastic captions could hint at the
public’s attitude towards the
government
Pieterse (1980)
“Hybridization is a factor in the
reorganization of social
spaces...unsettles the introverted
concept of culture and...ushers in
a transcultural cut-and-mix”
“The doors of erstwhile
communities are opening up across
space and time...(traditional) fixities
have now been superimposed onto
images of experience and
structures of familiarization”
Reproduced images from 9Gag with
localised content
Ang mohs with hokkien captions
Local politicians, celebrities, current
affairs etc become easily “reached”
compared to traditional media
People can easily create a meme to
make a statement about their
minister or favourite actress online
15. Original Static
Content
“Downlow” watched the post-game
press conference in May 2009.
Yao Ming made the face after
teammate Ron Artest left the site of
interview “Downlow” made a meme of the static
image in 2010 and submitted to
Reddit with an interpreted caption
that said Yao Ming said, “B***h
Please”
Widely-use and one of the most
prominent Internet memes.
SGag uses Yao Ming meme to
illustrate various instances based
on local context and culture.
Downlow who was a consumer
became a producer. He is a
Produser (Consumer + Producer)
Creating Meaning Based
on Original Static Content
Recreating Meaning
Based on Local Context
Hybridization
Creating & Recreating
Internet Memes (SGAG)
Chapter II
16. Meme can be interpreted based on the
leader’s
hardhitting leadership and tendency to
hunt his opponents down viciously
Creating & Recreating
Internet Memes (SGAG)
Chapter II
Original Static Content
Lee Kuan Yew speaking during a
regional forum on
government policies
Recreating Meaning Based
on Local Context
Lee Kuan Yew addressing the crowds
at the recent General Elections, during
his speech at his ward
Meme can be intepreted as a joke on the
87-year-old
never fading away from the limelight and
politics in
Singapore
17. Original Static Content
Recreating Meaning Based
on Local Context
Creating & Recreating
Internet Memes (SGAG)
Chapter II
Prime Minister Lee speaking
at a community event in
2012
The electorate’s interpretation
VS our own group’s
initial interpretation
Meme can be interpreted as PM
Lee not doing enough for
Singaporean commuters about
the major disruptions to the
train service in December
2011.
18. Creating & Recreating
Internet Memes
Chapter II
Why SGAG is
Popular
Culture in
Singapore?
Participatory culture. Higher
visibility for produsers
compared to just being an
active consumer
Allows produsers to interpret
and reproduce content in any
way they want to
Simplified content allows
easy consumption and
sharing among a larger
audience
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y
I N T E R A C T I V E | W H I M S I C A L C O N T E N T
HOW POPULAR IS SGAG BASED ON CHARACTERISTICS LISTED BY SHIFMAN?
P O P U L A R I T Y B A R100% 0%
19. MEME
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
O R D I N A R Y | R E L E V A N T | S I M P L I C I T Y I N T E R A C T I V E | A L T E R N A T I V E N E W S
W H I M S I C A L C O N T E N T | C U R R E N T
S H I F M A N 2 0 1 1
P R O L O G U E C H A P T E R I C H A P T E R II C H A P T E R III
20. SGAG & Public Sphere
and Discourse
Chapter III
SGAG as a New Public Sphere
The Internet has created a new
public sphere, and SGag is part of it
through its online channels
(Facebook, Twitter, YouTube and
Website)
The public sphere is a “realm of our
social life in which something
approaching public opinion can be
formed” and “access is guaranteed
to all citizens”. (Habermas, 1964)
Preconditions for the emergence of
the new public sphere: Disregard of
status, domain of common concern,
inclusivity. (Habermas, 1989)
21. SGAG & Public Sphere
and Discourse
Chapter III
SGAG and Public Discourse
“Publics act historically according to
the morality of their
circulation” (Warner, 2002)
The ease and speed of spreading
memes online gives them a longer
circulation time
This ensures that the Internet memes
are current, timely and relevant
Additionally, Internet memes are a fun
and easy way to discuss matters of
public concern in comparison to the
primp and proper-ness of traditional
media
Internet memes are a significant
contribution to public discourse
because it can engage more people
22. CONCLUSION
Features of
SGAG
that made it a
popular culture
in Singapore
Ordinary People & Relevant (Shifman,
2011)
Whimsical Content & Humor (Shifman,
2011)
Simplicity (Shifman, 2011)
Engaging & Interactive (Green Exit,
2013) - Just Kiddin
Platform for Alternative Source of
News (Green Exit, 2013) - Just
Kiddin Again
Current & Timely (Green Exit, 2013)
- Ok, not funny anymore
23. MEMES
INTERNET MEMES
SGAG
DAWKINS
B R U N S
SHIFMAN
SGAG
I N O U R
D A I L Y
LIVES
CREATING
RECREATING
INTERNET MEMES
SGAG
SGAG
P U B L I C
S P H E R E
DISCOURSE
W I L L I A M S
B R U N S
F I S K E
PIETERSE
W A R N E R
HABERMAS
P O P
C U L T U R E
D A R Y L L D I S A | E N N A S E A H | N A D I A H M O H D | N U R U L S H A H I D A H | S O P H I E H O N G
G R E E N E X I T
