Download article
Russian
Author
Article information
Article publication date
2025-03-22
Article Page
107–128
Chapter
Arts & Humanities
License
Abstract
This study analyzes the influence of TikTok meme “Yeshkandai ne zhok” (“No any of this whatsoever”)2 on Kazakhstan's digital culture. The introduction substantiates the relevance of studying internet memes as a dynamic media phenomenon that captures public sentiments and reflects sociocultural processes. It highlights the insufficient academic studies on this topic in Kazakhstan and emphasizes the need to analyze the structural and semiotic features of the meme.
The methodology of study includes content analysis, semiotic and semantic analysis, as well as a cognitive-discursive approach. Content analysis examines the visual, textual, and auditory characteristics of the meme, including its dissemination, structure, and perception dynamics. Semiotic analysis aims to identify the interaction of sign elements and the specifics of visual design. Semantic analysis interprets key phrases of the meme, revealing their polysemy and impact on the audience. Cognitive-discursive analysis considers user comments as a form of social interaction and a tool for collective interpretation.
The results demonstrate that "Yeshkandai ne zhok" is a multilayered media text in which linguistic absurdity, visual aesthetics, and rhythmic structure shape a unique model of perceiving social reality. Its popularity is driven by a combination of local cultural specificity and global digital media trends. The meme serves as a public commentary, allowing users to express public sentiments through playful deconstruction of meanings. The analysis identifies its role as a mediator of collective meanings, forming a space for reflection and discussion of relevant social issues.
The conclusion accentuates the significance of the meme as a phenomenon of digital culture that captures social transformations. Its adaptability and multilayered interpretation extend the boundaries of traditional perceptions of memes as purely entertainment content. The study contributes to the academic discourse on digital media and their impact on public perception. Further study may focus on examining the mechanisms of meme dissemination, their cultural adaptation, and their influence on collective social representations.
Keywords
TikTok
meme
digital culture
Kazakhstan
semiotics
discourse
media text
public sentiments
mediator
References
Список источников
@flawedmangoes. “Flawed Mangoes. Video cover of the song ‘Dramamine’.” TikTok,
July 2024, tiktok.com/@flawedmangoes/video/7482508170498247979. Accessed 10 October 2024.
@irohkoke. “Shayqumar, Airo. Video ‘Yeshqandai ne zhok.’ [‘No Any of This Whatsoever.’]”. TikTok, 13 October 2024, tiktok.com/@irohkoke/video/7424797563452181765. Accessed 15 October 2024.
Bown, Alfie, and Dan Bristow, editors. Post Memes: Seizing the Memes of Production. New York, Punctum Books, 2019. DOI: 10.2307/j.ctv11hptdx.
Dawkins, Richard. The Extended Selfish Gene. 4th ed., Oxford, Oxford University Press, 2016.
Elsaesser, Thomas, and Malte Hagener. Film Theory: An Introduction through the Senses. New York, Routledge, 2015. DOI: 10.4324/9781315740768.
Foucault, Michel. The Archaeology of Knowledge. Translated from French by A. M. Sheridan Smith, 2nd ed., London, Routledge, 2002. DOI: 10.4324/9780203604168.
Gee, James Paul. An Introduction to Discourse Analysis: Theory and Method. 3rd ed., London, Routledge, 2010. DOI: 10.4324/9780203847886.
Jenkins, Henry, et al. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York, NYU Press, 2013, jstor.org/stable/j.ctt9qfk6w. Accessed 27 September 2024.
Kovyazina, Kamila. “Protest Activity in Kazakhstan.” CABAR.asia, 2024, cabar.asia/en/protest-activity-in-kazakhstan. Accessed 24 September 2024.
Marcus, Justin, and Huy Le. “Interactive Effects of Levels of Individualism-collectivism on Cooperation: A Meta-analysis.” Journal of Organizational Behavior, vol. 34, no. 6, pp. 813–834. DOI: 10.1002/job.1875.
Milner, Ryan. “Conclusion: The World Made Meme.” The World Made Meme: Public Conversations and Participatory Media. Cambridge, MIT Press, 2017. DOI: 10.7551/mitpress/9780262034999.003.0008.
Mina, An Xiao. Memes to Movements: How the World’s Most Viral Media is Changing Social Protest and Power. Boston, Beacon Press, 2019.
Smiley, Marion. “Collective Responsibility.” The Stanford Encyclopedia of Philosophy, edited by Edward N. Zalta and Uri Nodelman, Stanford, Metaphysics Research Lab, Stanford University, 2023, plato.stanford.edu/archives/fall2023/entries/collective-responsibility/. Accessed 18 сентября 2024.
Shifman, Limor. Memes in Digital Culture. Cambridge, MIT Press, 2013. DOI: 10.7551/mitpress/9429.001.0001.
Velikonja, Mitja. “Lost in Transition: Nostalgia for Socialism in Post-Socialist Countries.” East European Politics and Societies, vol. 23, no. 4, 2009, pp. 535–551. DOI: 10.1177/0888325409345140.
Vermeulen, Timotheus, and Robin van den Akker. "Notes on Metamodernism." Journal of Aesthetics & Culture, vol. 2, no. 1, 2010. DOI: 10.3402/jac.v2i0.5677.
Zhixin, Li, et al. “The Impact of Technology Application on Service Marketing—Taking TikTok as an Example.” Advances in Economics, Business and Management Research, proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), Amsterdam, Atlantis Press, 2022. DOI: 10.2991/aebmr.k.220701.039.
Бахтин, Михаил. Проблемы поэтики Достоевского. Москва, Советский писатель, 1963. «ImWerden»: Электронная библиотека Андрея Никитина-Перенского, imwerden.de/publ-111. Дата доступа 19 октября 2024.
Виноградов, Михаил, и Анастасия Суслова. «Феномен социальной апатии и его актуальность в современной России». Полития: Анализ. Хроника. Прогноз, № 4 (107), 2022, с. 123–145. DOI: 10.30570/2078-5089-2022-107-4-123-145.
Лотман, Юрий. Семиотика, кино и проблемы киноэстетики. Таллин, Ээсти Раамат, 1973, 135 с.
«Распространенность депрессии в Казахстане превысила среднемировой показатель». Ranking.kz, 11 марта 2024, ranking.kz/reviews/world/rasprostranyonnost-depressii-v-kazahstane-prevysila-srednemirovoy-pokazatel.html. Дата доступа 15 октября 2024.
«Уровень депрессивности молодежи Казахстана в пять раз выше, чем в мире». Exclusive, 18 сентября 2023, exclusive.kz/uroven-depressivnosti-molodezhi-kazahstana-v-pyat-raz-vyshe-chem-v-mire/. Дата доступа 15 октября 2024.
Харитонски, Саша. «Все начинается с НЕ-продавца рыбов». Facebook, 6 августа 2021, facebook.com/sashaharitonoff/posts/1287767781670951. Дата доступа 12 октября 2024.
References
@flawedmangoes. “Flawed Mangoes. Video cover of the song ‘Dramamine’.” TikTok, 10 July 2024, tiktok.com/@flawedmangoes/video/7482508170498247979. Accessed 10 October 2024.
@irohkoke. “Shayqumar, Airo. Video ‘Yeshqandai ne zhok.’ [‘No Any of This Whatsoever.’]”. TikTok, 13 October 2024, tiktok.com/@irohkoke/video/7424797563452181765. Accessed 15 October 2024.
Bakhtin, Mikhail. Problemy poetiki Dostoevskogo [Problems of Dostoevsky’s Poetics]. Moscow, Sovetskiy Pisatel, 1963. Electronic copy, “ImWerden”: Electronic library of Andrey Nikitin-Perensky, imwerden.de/publ-111. Accessed 19 October 2024. (In Russian)
Bown, Alfie, and Dan Bristow, editors. Post Memes: Seizing the Memes of Production. New York, Punctum Books, 2019. DOI: 10.2307/j.ctv11hptdx.
Dawkins, Richard. The Extended Selfish Gene. 4th ed., Oxford, Oxford University Press, 2016.
Elsaesser, Thomas, and Malte Hagener. Film Theory: An Introduction through the Senses. New York, Routledge, 2015. DOI: 10.4324/9781315740768.
Foucault, Michel. The Archaeology of Knowledge. Translated from French by A. M. Sheridan Smith, 2nd ed., London, Routledge, 2002. DOI: 10.4324/9780203604168.
Gee, James Paul. An Introduction to Discourse Analysis: Theory and Method. 3rd ed., London, Routledge, 2010. DOI: 10.4324/9780203847886.
Haritonski, Sasha. “All begin from no-sell man of fishs.” Facebook, 6 August 2021, facebook.com/sashaharitonoff/posts/1287767781670951. Accessed 12 October 2024. (In Russian)
Jenkins, Henry, et al. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York, NYU Press, 2013, jstor.org/stable/j.ctt9qfk6w. Accessed 27 September 2024.
Kovyazina, Kamila. “Protest Activity in Kazakhstan.” CABAR.asia, 2024, cabar.asia/en/protest-activity-in-kazakhstan. Accessed 24 September 2024.
Zhixin, Li, et al. “The Impact of Technology Application on Service Marketing – Taking TikTok as an Example.” Advances in Economics, Business and Management Research, proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), Amsterdam, Atlantis Press, 2022. DOI: 10.2991/aebmr.k.220701.039.
Lotman, Yuri. Semiotika, kino i problemy kinoestetiki [Semiotics, Cinema, and Problems of Film Aesthetics]. Tallin, Eesti Raamat, 1973. (In Russian)
Marcus, Justin, and Huy Le. “Interactive Effects of Levels of Individualism-collectivism on Cooperation: A Meta-analysis.” Journal of Organizational Behavior, vol. 34, no. 6, pp. 813–834. DOI: 10.1002/job.1875.
Milner, Ryan. “Conclusion: The World Made Meme.” The World Made Meme: Public Conversations and Participatory Media. Cambridge, MIT Press, 2017. DOI: 10.7551/mitpress/9780262034999.003.0008.
Mina, An Xiao. Memes to Movements: How the World’s Most Viral Media is Changing Social Protest and Power. Boston, Beacon Press, 2019.
“Rasprostranennost depressii v Kazakhstane prevysila srednemirovoy pokazatel.” [“The Prevalence of Depression in Kazakhstan Exceeded the Global Average.”] Ranking.kz, 11 March 2024, ranking.kz/reviews/world/rasprostranyonnost-depressii-v-kazahstane-prevysila-srednemirovoy-pokazatel.html. Accessed 15 October 2024. (In Russian)
Shifman, Limor. Memes in Digital Culture. Cambridge, MIT Press, 2013. DOI: 10.7551/mitpress/9429.001.0001.
Smiley, Marion. “Collective Responsibility.” The Stanford Encyclopedia of Philosophy, edited by Edward N. Zalta and Uri Nodelman, Stanford, Metaphysics Research Lab, Stanford University, 2023, plato.stanford.edu/archives/fall2023/entries/collective-responsibility/. Accessed 18 September 2024.
“Uroven depressivnosti molodezhi Kazakhstana v pyat raz vyshe, chem v mire.” [“The Level of Youth Depression in Kazakhstan is Five Times Higher Than in the Rest of the World.”]. Exclusive, 18 September 2023, exclusive.kz/uroven-depressivnosti-molodezhi-kazahstana-v-pyat-raz-vyshe-chem-v-mire. Accessed 15 October 2024. (In Russian)
Velikonja, Mitja. “Lost in Transition: Nostalgia for Socialism in Post-Socialist Countries.” East European Politics and Societies, vol. 23, no. 4, 2009, pp. 535–551. DOI: 10.1177/0888325409345140.
Vermeulen, Timotheus, and Robin van den Akker. “Notes on Metamodernism.” Journal of Aesthetics & Culture, vol. 2, no. 1, 2010. DOI: 10.3402/jac.v2i0.5677.
Vinogradov, Mikhail, and Anastassiya Suslova. “Fenomen sotsial'noj apatii i ego aktual'nost' v sovremennoj Rossii.” [”The Phenomenon of Social Apathy and Its Relevance in Modern Russia.”]. Politiyа: Analiz, Hronika, Prognoz, vol. 107, no. 4, 2022, pp. 123–145. DOI: 10.30570/2078-5089-2022-107-4-123-145. (In Russian)
Published:
2025-03-22
Journal number
1
Volume
13
Download article
Russian