From Ojou-Sama to “Customer Service Saki-Chan”: The Dissemination, Evolution, and Meaning-Making of Virtual Character Memes
Abstract
As a prominent form of social media phenomenon and subcultural transmission, digital memes exhibit strong creative vitality and distinct contemporary characteristics in both their content evolution and discursive expressions. Within this context, ACGN subculture serves as a fertile ground for the generation, remixing, and circulation of memes, facilitating participatory meaning-making among digital youth. This study employs digital ethnography and discourse analysis to examine the case of the animation character Togawa Sakiko from Bang Dream! It's MYGO!!!!!, aiming to explore the processes of symbolic reconstruction, intertextual localization, and dissemination mechanisms of ACGN-based meme content within Chinese digital environments. The findings indicate that the circulation of ACGN-related memes, exemplified by the case of Togawa Sakiko, exhibits characteristics of forming weak-tie connections among marginal subcultural groups. Under the combined influence of the anime’s original narrative and broader socio-economic conditions, these memes not only foster collective identity and emotional resonance but also display a dual nature that encompasses both criticality and spectacle.
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