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A few days ago, Twitter exploded with messages of anxiety pouring in for The entrepreneur Naesamani, after being injured in an abnormal accident.
His offense? Do not let his worker Krishnamurthy know the difference between thevai ulla aani and thevai illatha aani !
As a result, a hammer fell on the head even though Krishnamurthy became guilty. has never been established. At about the same time, Twitterati was vigorously discussing the Center's suggestion to add indi as a third language, thus bringing the united voice of the opposition to an end to this perceived imposition of indi.
N Karthik, a full-time time marketing professional 'even engineer', was sitting at the table in his office and sipping a cup of tea watching the events unfold on Twitter. At the break from his work, he scanned the many templates he had downloaded to his phone and ended up targeting two that he thought suited the situation.
One of them was a still image of the film Friends (2001), taken a few moments before Naesamani was seriously injured. The other was an image of the film Arasu (2003), which portrayed Naesamani's alter ego Pichumani being harangued by a Hindi-speaking family.
The caption read: "This world-renowned entrepreneur, Naesamani. He has never known Hindi and he has always had a job in government! The context is as follows: the actor Vadivelu, who played the two characters, has a humorous track in the film Arasu about him picking up Jobs within the government.
Even Mania
"This meme went around," says Karthik, who runs the "Bypbad Buffalo" meme page on Facebook.
For the uninitiated, a meme is a discovery of the Z generation. It is here that one or more images are juxtaposed, preferably images of popular movies or television series, with relevant social comments humorous.
The memes are so popular that even the US President of the Seventies, Donald Trump, relies on him to promote his agenda.
Nicketan runs a popular Instagram account (@nicketronix), his platform for sharing memories of everything under the sun. "I devote at least 60 to 90 minutes a day to memes," he adds.
But for some, like Raja *, one of the six administrators behind 'Okali memes' on Facebook, the process is a hobby. Raja and the other administrators are all students aged 17 to 23 years old.
These meme makers have built a niche fan base for their content by ridiculing Tamil movies and their investors. "We do not spare anyone in Kollywood. We mainly use actors Vijay and Ajith for our memes. "We do not hate them, of course, but we can not tolerate their fans," laughs Raja.
Choosing the Model
As with any creative work, the making of memes is a process that the "artist" must endure.
"There is always a Vadivelu model for every situation. But I prefer to use models of my favorite films like Panchatanthiram Alaipayuthey and Vaaranam Aayiram . It's similar to stand-up writing. But the key is that the meme must be short, precise and compatible, "says Nicketan.
The choice of the right model depends on your" MQ ", or quotient of the meme, says Karthik.
" He is entirely based about your knowledge of Tamil movie comedy tracks, "he says. Although the bandwidth for social comments on a meme is unlimited, it thinks that even one will not click it if it seems intellectual.
"Even for my meme on the imposition of Hindi, instead of Vadivelu, I could have used a photo of Google. CEO Sundar Pichai. I read in a newspaper article that, during his visit to IIT Kharagpur, he had admitted to not know Hindi. I could have gotten a word out about it, but the problem is that it would have seemed too serious and the trend might have been less clear, "says Karthik.
New Age Publicists
But if a picture is worth a thousand words, a meme can transmit 10,000 words! This is why film producers now feel the opportunity to promote their films through memes.
- Stay simple and understandable for better reach.
- Reliability will earn you points.
- See how you can change the context with templates.
- Clear and concise legends always help.
Raja and his team discovered this by starting to receive abusive messages or even death threats. "We never took them seriously, so we respond with a spiritual comment or ignore everything. But we refrain from doing the same on political or sensitive topics. People can be very sensitive about this, "says Raja.
The other side of the coin is that memes also play in the hands of social media influencers who want to spread false information and promote a division program.
Murugan has the last word on it. "When the situation is such that no matter who can satire anyway, there will be a lot of bosh and baloney. But no change has ever happened without an accident. "
(With contributions by Srinivasa Ramanujam, Srivatsan S and Abhirami Rao)
* Name changed on request
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