In this article I analyse object labelling image macro internet memes as multimodal metaphors, taking the Distracted Boyfriend meme as a case study. Object labelling memes are multimodal texts in which users add labels to a stock photograph to convey messages that are often humorous or satirical in nature. Using the relevance-theoretic account of metaphor, I argue that object labelling memes are multimodal metaphors which are interpreted using the same processes as verbal metaphors. The labelling of the image guides the (...) viewer in the construction of ad hoc concepts, and it is these ad hoc concepts that contribute to the overall meaning that is communicated. The analysis in this article is rooted in the relevance-theoretic claim that pragmatic interpretive processes are triggered by all and any ostensive acts of communication. I also draw heavily on Deirdre Wilson’s work on lexical pragmatics to show how this plays out in the case of a multimodal digital text. Memes, like verbal metaphors, do not require a special theory or framework. They can be understood as ostensive stimuli which trigger the search for an optimally relevant interpretation. (shrink)

In this article I analyse object labelling image macro internet memes as multimodal metaphors, taking the Distracted Boyfriend meme as a case study. Object labelling memes are multimodal texts in which users add labels to a stock photograph to convey messages that are often humorous or satirical in nature. Using the relevance-theoretic account of metaphor, I argue that object labelling memes are multimodal metaphors which are interpreted using the same processes as verbal metaphors. The labelling of the image guides the (...) viewer in the construction of ad hoc concepts, and it is these ad hoc concepts that contribute to the overall meaning that is communicated. The analysis in this article is rooted in the relevance-theoretic claim that pragmatic interpretive processes are triggered by all and any ostensive acts of communication. I also draw heavily on Deirdre Wilson’s work on lexical pragmatics to show how this plays out in the case of a multimodal digital text. Memes, like verbal metaphors, do not require a special theory or framework. They can be understood as ostensive stimuli which trigger the search for an optimally relevant interpretation. (shrink)

This is a book about the pragmatics of reference. When we communicate through language we inevitably talk about things. Those things might be people, places or objects, or they might be thoughts, ideas, emotions or abstract concepts. To talk about things, we need to refer to things, and this book is about how we refer to things.

Bringing together work by leading scholars in relevance theory, this volume showcases cutting-edge research within the theory, and demonstrates its influence across a range of fields including linguistics, pragmatics, philosophy of language, literary studies, developmental psychology and cognitive science. Organised into broad thematic strands that represent the latest research and debates, the volume shows the depth of analysis now possible after nearly forty years of intensive work in developing and applying the principles of relevance theory. The breadth of influence of (...) the framework is reflected in the chapters of the volume, in some cases moving beyond the traditional realms of semantics and pragmatics to include discourse analysis, language acquisition, media and education. The volume will be essential reading for researchers in these fields, as well as for those already working within relevance theory or with other pragmatic theories. (shrink)