Language play and digital creativity in Yoruba internet memes: A sociolinguistic and multimodal discourse analysis

Raphael Idowu Ibiowotisi

doi:10.62672/gbl.v2i2.27

Authors

Raphael Idowu Ibiowotisi Nwafor Orizu College of Education, Nigeria

DOI:

https://doi.org/10.62672/gbl.v2i2.27

Keywords:

Internet Memes, Language Play, Multimodality, Sociolinguistics, Yoruba Language

Abstract

This study examined language play and digital creativity in Yoruba internet memes, with a focus on how linguistic and semiotic resources are deployed to construct humor, identity, and cultural meaning in online spaces. The proliferation of social media platforms has transformed traditional forms of Yoruba oral expression such as proverbs, idioms, and satire into digitally mediated communicative practices. Despite the growing visibility of Yoruba memes, scholarly attention to their linguistic structure and sociocultural significance remains limited. Anchored in sociolinguistic theory and multimodal discourse analysis. This study adopted a mixed-methods qualitative approach to analyze 15 purposively selected Yoruba memes sourced from platforms such as WhatsApp, Facebook, and X (formerly Twitter). The analysis focused on language play strategies including code-switching, phonological manipulation, semantic shifts, proverb adaptation, and orthographic stylization, alongside visual-textual interactions. Findings revealed that Yoruba internet memes function as sites of linguistic innovation where users creatively blend Yoruba, English, and Nigerian Pidgin to achieve humor and social commentary. The study also found that meme creators frequently recontextualize traditional Yoruba proverbs and cultural expressions to address contemporary issues such as politics, relationships, and economic hardship. Furthermore, multimodal elements images, emojis, and typography were found to enhance meaning-making and audience engagement. The study concluded that Yoruba internet memes represent a dynamic extension of indigenous communicative practices into digital spaces, contributing to language preservation, cultural continuity, and identity negotiation. The study recommended the integration of digital discourse into Yoruba language studies and highlighted the need for further research on African languages in online environments.

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