The meme and its transmedia propagation

an analysis of the impact of fan-created memes on the movie Spider-Man: No Way Home.

Abstract

This article is a study on the meme and its characteristics, presenting its concept and analyzing its behavior, form, replication, and the speed at which it is transmitted, as well as the possibility of it becoming a transmedia communication product by fans. It seeks to understand which media can amplify a meme's propagation and create even more information. Thus, the concepts of transmedia narrative and their application characteristics will be presented, as well as identifying the meme as a propagation tool, through a case study of the movie Spider-Man: No Way Home and observing the creation of memes by fans. The analysis was based on the theories of Richard Dawkins and Henry Jenkins to identify the transmediality present in the viralization of memes throughout their timeline. From this, it is perceived that the use of a meme as a transmedia communication product can complement a launch, a campaign, or even a product.