Volume 10, Issue 1
  • ISSN 1874-8767
  • E-ISSN: 1874-8775
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This paper analyzes the “when” meme, a popular internet meme, which prototypically juxtaposes a clause with an ostensibly unrelated image. Despite the initial incongruity, I contend this image prompts selective mapping between verbal and visual elements to produce a multimodal simile. First, I attempt to define and more clearly distinguish simile from metaphor. Second, I show how this multimodal simile exhibits unique viewpoint mapping by prompting audiences to subsume viewpoints that are both unfamiliar and bizarre. Third, I connect the construction in simile with the reported speech marker to show how both concepts are intimately related. Ultimately, the paper seeks to contribute to studies of simile by bolstering its ties with multimodality, blending, metonymy, viewpoint, and embodiment.


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