Illusions of textuality: The semiotics of literary memes in contemporary media

Abstract

<p>This article seeks to account for the phenomenon where cultural productions are able to transcend different chronotopes and masquerade in myriad forms while sustaining an illusion of itself as <em>a</em> text. Using the Barthian distinction between work and Text as its framework, the article argues that multimodal semiotics offers a theoretically viable perspective on the global circulation of cultural artifacts by way of the concepts of memes, distribution, resemiotization, and assemblage. The central argument is this: what we call a text in common parlance is in fact a node within a networked assemblage of individually constituted works loosely connected through a substrate recognizability of memes. Operating at the level of this network is the Barthian Text that is always in-progress and can never really be completed. The article concludes by proposing that with the imminence of Web 5.0 and in light of the ever-pervasive influence of artificial intelligence in cultural production, it is imperative that we adopt nonlinear thinking to understand the shifting semioscapes in digital space and their impact on contemporary textuality.<br></p>