235. Name: Dragan Petrevski Title: Media as Generators of Media Memes: Al Jazeera Balkans as an Example Institution: University of Maribor Country: Slovenia Date: 2018 Language: Slovenian Abstract: The theory of memes, the basic units of cultural transfer, derives from the idea that cultural information is inherited in our brains, in the similar way in which our bodies inherent biological information. The theory of media memes follows the same ideal and deals with the transmission of media information and ideas to the targeted audiences. This thesis investigates how television media form and spread media memes. It also looks at the ways these memes are transmitted to viewers and how their reception is influenced by the viewer’s potential prior opinion on the subject. This research focuses on Al Jazeera Balkans satellite channel as a case study and analyzes a sample of news reports that covered the conviction of the Serbian leader Radovan Karadžić. Using open coding, combine with qualitative and quantitative analysis, the research findings confirmed the existence of media memes incorporated into the channel’s reports. This thesis presents media memes as a new approach in audience studies and the study of media effects at the micro level and is one of the few that deals with the study of media memes.
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