“Come to Be？ikta？” Communication Campaign: Meme Production and Prosuming

Meme, as a popular concept in digital culture and an instrument for effective getting of an attention, is often used for spreading audiovisual and verbal messages. The 21st century is a century of knowledge and information, thus its classification and presentation to a particular audience and receivers requires (re)consideration of the meaning and conception of an attention. Consequently, the research studies and different communication professionals more often examine the relationship between an attention of receivers and the message. This study aims to examine and put in the perspective different memes that are shared actively on social networking sites such as YouTube, Instagram, Facebook and Twitter. It is significant to determine how they capture an attention of different users and how they get rid of less influential information. Then, sport is an area where power-related memes are produced; especially football as a multi-million dollar industry that focused strongly on meme production. Therefore, this study analyzes the meme called “Come to Be？ikta？” that was produced by the supporters of Be？ikta？ football team in 2017, reaching 1.2 billion users. “Come to Be？ikta？” meme production process started as an idea of the supporters and fans but later on Be？ikta？ administration and the communication campaign professionals integrated it within Web 2.0 “Come to Be？ikta？” produced a large meme pool (memplex) that consists of the messages from Facebook, Instagram, Twitter and YouTube videos. This study aims to examine selected memes from these sources by using purposive sampling approach as to determine why supporters are considered as prosumers, how they impact the communication techniques usage and how memes become an attractive tool for getting an attention in digital platform