Incongruity-resolution humorous strategies in image macro memes

Abstract

In previous research (Yus 2016, 2017), a classification of jokes was proposed depending on how the humorous incongruity-resolution strategy was achieved. Twelve cases were isolated resulting from the combination of several parameters: (1) a differentiation between discourse-based incongruities and frame-based incongruities; (2) the location of the incongruity-triggering element (setup or punchline); and (3) three types of resolution: discourse-, frame- and implication-based. This paper proposes a similar taxonomy of incongruity-resolution patterns for a specific type of internet discourse: the image macro meme. The resulting seven-case taxonomy inherits some of the features of that were proposed for verbal jokes, albeit exhibiting the extent to which the image plays a specific role in the successful meme-centred humorous strategy.