Digital humor and cultural engagement: The use of music memes in Turkey's music marketing - past, present, and emerging possibilities

Abstract

One of the most powerful dynamics of the digital age that transforms social life is the infiltration of visual forms of communication and humor into everyday life. One of the most striking and controversial examples of this transformation is "meme culture". Initially considered only as a means of online entertainment, memes have now become one of the basic building blocks of political discourse, social criticism and marketing strategies. In this context, the music industry is intertwined with new types of humor shaped through social media, redefining the dynamics of both production and consumption. This thesis aims to examine the relationship between meme culture and music marketing by focusing on the functions of humor in digitized communication environments. Internet memes have gone beyond individual entertainment and have taken on the functions of expressing social mood, generating political messages and establishing collective identity. Similarly, music has been used throughout history as a form of social communication and a means of resistance. The research examines how humorous content produced and circulated on digital platforms is integrated into musical meaning production and marketing processes. The thesis analyzes the historical ties between humor and music, with a particular focus on the case of Turkey. From the tradition of satire to today's social media campaigns, the connection between humor and music is discussed within a cultural continuum. Within the scope of the research, methods such as qualitative content analysis, participant observation, experimental music content and online survey were used. Digital interaction data were collected and user behaviors were observed through experimental posts on the Instagram page named "musicbizinis" and humorous music released on Spotify. In addition, an online survey of 162 respondents in March 2025 was tested on the basis of the hypothesis that memes are an effective attention-grabbing strategy in music marketing, as well as the supporting layers that memes and music strengthen emotional bonds between individuals and function as similar communication tools in expressing common feelings and thoughts. This study provides a unique framework for the effective use of digital humor by music professionals and independent artists in Turkey. It aims to contribute to the understanding of user-driven forms of dissemination different from traditional marketing models