From Meme to Main Text: The Reversal of Epitext in the Case of Zanmang Loopy

Key Points

• This research aims to analyze how digital platform memes transform original text's visual system and reverse the hierarchy with epitext.
• Analyzed the visual language of memes generated from the character Zanmang Loopy on digital platforms.
• Examined emotional circulation among user groups and platform-based dissemination.
• Conceptualized the process as a reversal of epitext through structural reinforcements.
• Memes reinterpreted the character from a gentle image to one that performs cynicism and humor.
• The visual language reinforced by user engagement influenced its return to formal visual systems.
• The study highlighted a new mechanism where digital emotion, platform, and visual language are interwoven.

Abstract