Brand Defaming and Identity in Digital Society: A Semiotic Analysis of Temu Memes
DOI:
https://doi.org/10.55737/trt/v-i.225Keywords:
Temu, Digital Platform, Memes, Digital Culture, DefameAbstract
Memes, as symbolic media, are a multifaceted form of communication, spanning from entertainment and humor to social commentary and persuasive influence on their audience, ultimately shaping the digital culture. Recently, Temu, an online shopping platform, has expanded massively in Pakistan. The paper explores the impact of Temu memes in shaping digital culture by hypothetically defaming the platform’s brand identity. Drawing on van Dijk’s mental model theory (1983) the study investigates the impact of Temu memes on consumer behavior and their contribution to brand defamation. This qualitative research employs a descriptive method; 10 popular memes (both English and Urdu) have been selected for analysis. The findings reveal that Temu memes are a source of relatability among their audience and contribute significantly to social knowledge. In addition, as a means of self-expression, Temu memes not only serve the purpose of humor and entertainment but also foster a sense of skepticism surrounding the platform's brand reputation. Future researchers aiming to study the broader impact of social media on consumer culture can benefit from the study.
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Copyright (c) -1 Dr. Naheed Ashfaq, Syeda Faiza Babar, Sadia Noreen
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