| Title |
The impact of user-generated memes in film marketing and promotion: the case of christopher nolan’s ‘oppenheimer’ (2023) / |
| Translation of Title |
Vartotojų sukurtų memų įtaka filmų rinkodarai ir reklamai: Christopherio Nolano „Oppenheimerio“ (2023 m.) atvejis. |
| Authors |
Yaremus, Nazar |
| Full Text |
|
| Pages |
60 |
| Keywords [eng] |
Keywords: qualitative content analysis, Oppenheimer movie, user-generated memes, Oppenheimer memes, meme marketing. Raktiniai žodžiai: kokybinė turinio analizė, “Openheimeris” filmas, vartotojų sukurti memai, “Openheimerio” memai, memų rinkodara. |
| Abstract [eng] |
Released on July 21st, 2023, the Oppenheimer movie became a worldwide hit, grossing almost one billion dollars globally and revitalizing the movie industry after the COVID-19 pandemic. The successful release of the film was preceded by an extraordinary wave of organic social media buzz about it, which ended up promoting the Oppenheimer brand to the wider audiences. This master’s thesis takes a closer look at the most popular user-generated memes about Oppenheimer on Reddit. The study combines deductive and inductive approaches to perform a qualitative content analysis of the memes and identify the major themes within. It argues that while the Barbenheimer phenomenon was one of the key reasons for the success of Oppenheimer, other factors include the memes about the movie using popular among Generation Z absurdist humour, portraying the film in a positive light, being organic and authentic reflections of their creators’ experiences, being able to joke about controversial subjects with no danger to the brand itself, and having high intertextuality by constantly explicitly referencing other memes. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2025 |
