English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

This paper offers a cross-cultural contrastive study of what we term ‘nation memes’. These are humorous internet memes which refer to a particular country/nation. Our analysis of cultural scripts in memes related to Switzerland is based on a tripartite corpus of digital items shared by Polish, Swiss and international communities. By adopting a grounded-theory approach, we examine the prevalent scripts that represent the Swiss and Switzerland from each of the three perspectives. The results of our qualitative study indicate that Swiss memes are based on experiential knowledge of life in Switzerland, as well as a few stereotypes adopted by the Swiss about their own nation. The Polish subcorpus addresses Switzerland from an outsider perspective by invoking well-known cultural scripts, similar to those on international websites, on which Polish users sometimes scavenge. However, the Polish memescape uses scripts about Switzerland to address problems and scripts specific to Poland. Importantly, nation memes do not necessarily involve humorous disparagement, i.e. they do not always take Switzerland/the Swiss to be the target at which to poke fun when building humorous superiority. Moreover, by referring to their own national vices, the Swiss and Poles sometimes use cultural scripts as the basis for self-deprecating humour. Downloaded from Brill.com06/05/2020 09:23:51PM via University of Basel 2 Dynel and Messerli 10.1163/26660393-bja10007 | Contrastive PragmaticS (2020) 1–32

On a Cross-Cultural Memescape: Switzerland through Nation Memes from within and from the Outside