Volume 12 - Issue 71
/ November 2023
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http:// www.amazoniainvestiga.info ISSN 2322- 6307
DOI: https://doi.org/10.34069/AI/2023.71.11.23
How to Cite:
Faichuk, T., Myroshnichenko, I., Vakulych, M., Fihol, N., & Stohnii, I. (2023). War memes: language transformations after the
Russian invasion of Ukraine. Amazonia Investiga, 12(71), 263-270. https://doi.org/10.34069/AI/2023.71.11.23
War memes: language transformations after the Russian invasion of
Ukraine
Меми війни: мовні трансформації після російського вторгнення в Україну
Received: October 9, 2023 Accepted: November 29, 2023
Written by:
Tetiana Faichuk1
https://orcid.org/0000-0001-6357-8158
Ilona Myroshnichenko2
https://orcid.org/0000-0003-1681-3893
Mariia Vakulych3
https://orcid.org/0000-0002-1429-8237
Nadija Fihol4
https://orcid.org/0000-0002-2503-7243
Iryna Stohnii5
https://orcid.org/0000-0002-1436-1195
Abstract
The study of media viruses and memes that have
emerged as a result of the Russian invasion of
Ukraine represents a relevant interdisciplinary
approach that brings together philology, cultural
studies, history, psychology, social
communications and social sciences. Memes
("bavovna", "zeleni cholovichky") have become
not only symbols-viruses, but also effective
means of mass communication and expression of
national identity.
The study of memes includes the following
aspects: a selection of headline titles with a
meme component, analysis of their semantics;
disclosure of the social and cultural context and
history of events that led to their emergence;
study of perceptions and reactions to memes,
their impact; determination of the role of memes
in order to form public consciousness.
The study of the "bavovna" and "zeleni
cholovichky" memes was carried out on the basis
of online media headlines in Ukrainian, Polish,
Lithuanian and English, which provides a wide
range of analysis and clarification of the impact
1
PhD, O. O. Potebnia Institute of Linguistics of the National Academy of Sciences of Ukraine, Kyiv, Ukraine. WoS Researcher
ID: AAO-9729-2020
2
PhD, O. O. Potebnia Institute of Linguistics of National Academy of Sciences of Ukraine, Ukraine. WoS Researcher ID:
JTV-4075-2023
3
Junior scientist, O.O. Potebnia Institute of Linguistics of National Academy of Sciences of Ukraine. WoS Researcher ID:
JUK-1418-2023
4
Dr. Sc (Journalism), Associate Professor, Chair of the Department of Media Production and Publishing, Faculty of Journalism of
Borys Grinchenko Kyiv University, Kyiv, Ukraine. WoS Researcher ID: I-3121-2018
5
Senior lecturer, National Academy of Statistics, Accounting and Auditing, Ukraine. WoS Researcher ID: K-6853-2018
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of these memes on different cultures and
societies, interpretation of events and realities
related to the war in Ukraine.
The use of memes as components of media
headlines demonstrates the importance of the
information space and its impact on the
perception of geopolitical events and threats. The
media use these symbols to emphasise the
seriousness of issues, shape positions, and
provoke discussion. This approach helps to
understand better the important factors of
society, the relationship with historical events
and political realities, the specifics of the
emergence of new memes, algorithms for their
transformation into viruses, and the peculiarities
of development, spread and transformation in
social media.
Keywords: media viruses, memes, semantics,
transformations, English language, Lithuanian
language, Polish language.
Introduction
Media viruses are used to spread information
rapidly on a large scale in the media space. Media
viruses describe ideas, events, and phenomena
with the speed and scope of spread characteristic
of a virus. Media viruses as content are gaining
popularity due to the large number of audience
reach, comments, reactions and reposts on social
media and media platforms.
Memes are responsible for the spread of media
viruses. Memes can take diferrent forms (graphic
images, phrases, videos, gestures, behavioural
patterns, etc.); they can be humorous, political,
cultural, and reflect any aspect of life. They are
usually spread through social networks, media,
and communication between people.
The specific objectives of this study are to
analyze the impact of the memes that emerged
after the Russian military invasion of Ukraine on
public opinion, culture and society. Specifically,
the following aspects will be studied:
• the role of memes in the spread of
information about the war in Ukraine.
• the influence of memes on the formation of
public opinion about the war in Ukraine.
• the impact of memes on Ukrainian culture
and society as well.
The study of memes that arose after Russia's
military invasion in Ukraine ("bavovna", "zeleni
cholovichky") is a relevant interdisciplinary
study that combines philology, cultural studies,
history, psychology, social communications and
social sciences.
Theoretical Framework
Russia's military invasion of Ukraine has given a
number of memes that have had a great impact
on public opinion and culture. For example, the
"bavovna" meme, which depicts a cotton plant
with an open boll, became a reference to a series
of explosions due to a mistake in its translation
into Russian. The term "media virus" does not
have a specific author or definition, as the
concept has become popular among media
researchers and the public. Malcolm Gladwell, in
The Tipping Point: How Little Things Can Make
a Big Difference (Gladwell, 2000), discusses the
impact of media viruses on society and culture.
Jonah Bergerk, in his book Contagious. Why
Things Catch On (Bergerk, 2016), examines how
ideas and information spread through social
networks and media, and explores the factors that
influence the virality of content. Douglas
Rushkoff, in "Media Virus: Hidden Agendas in
Popular Culture (Rushkoff, 1994), uses the term
"media virus" to analyse the impact of the media
on society and the spread of ideas through media
channels. Karen Nelson-Field, in her work "Viral
Marketing: The Science of Sharing" (Field,
2013), analyses the psychology and social
dynamics underlying viral marketing, the
mechanisms of creating content that has the
potential to become viral. Henry Jenkins, Sam
Ford and Joshua Green, in "Spreadable Media:
Creating Value and Meaning in a Networked
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Culture (Jenkins, Ford & Green, 2013), explore
the phenomenon of social interaction in digital
networks, the consumers’ role in the process of
dissemination and distribution of information,
the importance of their involvement and
interaction in the media sphere and the impact of
these processes on the media industry.
Douglas Rushkoff classifies viral messages in the
media into three main groups. The first group
includes messages that are created intentionally;
the second group includes messages that are
created accidentally but quickly adapted to
specific needs; the third group includes messages
that arise on their own, without the influence of
external factors, they are self-sufficient and
attractive (Rushkoff, 1994).
The term "meme" was coined by the British
ethologist Richard Dawkins, in The Selfish Gene
(Dawkins, 1976) to denote an idea, concept,
image, or behavior that can be transmitted from
person to person by imitation or copying, similar
to how genes transmit from generation to
generation in the biological evolutionary process.
Thus, a "meme" is a cultural unit that can be
spread and reproduced in society.
In Ukraine, the functioning of media viruses is
covered in the works L. Kompantseva (2020)
(media viruses as a genre of Internet
communication); H. Semeniuk (2012) (media
viruses against the background of the
evolutionary processes of the media space);
K. Sokolova (2012) (memes as means of
communication in the Internet environment).
The "bavovna" and "little green men" memes
have become the most relevant since Russia's
invasion of Ukraine. Starting in 2014, when
Russian troops entered the Crimean peninsula,
the term "little green men" acquired a negative
meaning as it was associated with the military
invasion. Analysis of positive statements by
social media users about the successes of the
Ukrainian armed forces on the battlefield is
associated with the "bavovna" meme.
Methodology
The research methodology primarily includes
general scientific methods of analysis, synthesis
and qualitative sampling, which made it possible
to determine the object; collect data; analyze the
origin and semantics of memes. Descriptive
methods are used, in particular the method of
typology, which is focused on the search for
stable features and properties of the studied
objects. The method of typological analysis made
it possible to study the sociocultural context;
explore the perception and reactions of the
audience, the impact on society; outline
algorithms for the spread of memes in social
networks, their transformation and evolution,
find out the role in the formation of public
consciousness and the reflection of national
identity.
The method of studying texts is involved, namely
content analysis as a method of collecting data on
the phenomenon or process under study. For the
automated search for information, the content
monitoring was used, which is caused by the
need to systematically track trends and processes
in a constantly updated information environment.
The article also uses Case Study method – a
method of qualitative research in the social
sciences, which involves the study of a single
social object in order to comprehend a wider
class of similar cases. In the context of this article
is a study of memes that emerged after Russia's
military invasion of Ukraine for a generalized
explanation of the phenomenon of the
appearance and spread of memes in the Internet
space.
Criteria for memes selection: relevance to
russia's military invasion of Ukraine; virality and
popularity; variety of themes and formats;
geographical and cultural representation;
evolution over time.
Limitations of the study. Sampling bias is that the
study's reliance on online sources may introduce
some sampling bias. Temporal Constraints: the
study's focus on memes which had emerged after
the invasion may not fully capture the historical
context and nuances leading up to the event. The
analysis is limited to a specific time frame.
Ethical Considerations: due to the nature of the
topic, ethical concerns may arise in the selection
and analysis of certain memes. Generalizability:
while Case Study methodology provides in-
depth insights into a specific context,
generalizing findings to a broader context may be
challenging.
Results and Discussion
The origin of the "Bavovna" meme. In the 2010s,
Russia began to introduce actively the "new
language" and the "regime of information
assistance", which were expressed in the
artificial creation of words with the change of
concepts using euphemisms. The main purpose
of using this method is to simplify the perception
of various events, including natural disasters and
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military events. One of the most significant steps
in this process was the transition of the Russian
media to the use of the word "khlopók"
(Ukrainian: "liask") to refer to explosions. Even
with serious explosions with a significant
number of victims, the term "khlopók" was used.
Instead, other languages use the lexemes ukr.
"vybukh", pol. "wybuch", "eksplozja", lit.
"sprogimas", English. "explosion".
Semantics of the "Bavovna" meme. It is worth to
note that the word "khlopók" in Russian has a
homograph – "khlópok", in Ukrainian –
"bavovna". The meme was created in response to
the events in Bryansk in April 2022, when
explosions occurred in a military unit and an oil
depot. The news about these events was
translated from Russian sources using an online
translator, which misinterpreted the context and
made a mistake with the choice of words, so the
text in Ukrainian could be read as "pered
pochatkom pozhezhi chulasia potuzhna
bavovna". This misunderstanding became the
basis for the creation of the meme and its spread
on the Internet (Visit Ukraine, 07.10.2023).
Since then, the word "bavovna" has been used in
the Ukrainian segment of the Internet to refer to
explosions in the temporarily occupied territories
of Ukraine and Russia: Sezon "bavovny" u
Krymu tryvatyme shche dovho - Humeniuk
(Ukrinform, 20.07.2023); Do bielhoroda vnochi
zavitala bavovna: shcho vidomo (Ukrinform,
17.01.2023); "Bavovna" in Kreminna
znyshchyla maizhe 400 zaharbnykiv - Haidai
(Ukrinform, 05.09.2022); Dva holovni varianty i
odyn ukrainskyi: Reznikov nazvav dzherela
"bavovny" v Rosii (24 channel, 20.08.2023);
"Bavovna" zavitala do Rostova i Kaluhy
(galinfo, 21.08.2023). Korotko pro 18 serpnia:
ZSU atakuiut, "bavovna" u Moskvi i F-16 dlia
Ukrainy (TSN, 18.08.2023). In our opinion, the
cases of fixing the word "bavovna" in the
headlines in the direct meaning of plants are
interesting, although in these contexts additional
semantic connotations and the connection with
the meme are preserved: "Bavovny" bahato ne
buvaie: volontery prodaiut roslyny zadlia
dopomohy "Hospitalieram" (Dim, 21.08.2023).
Thus, the "bavovna" meme spread rapidly in
social media, websites and media platforms in a
short time. We note the processes of migration
and borrowing of memes from the Ukrainian
language to other languages due to a number of
factors and mechanisms.
With this in mind, let us consider the mechanisms
of borrowing the meme "bawełna" in Polish. The
meme "bawełna" in Polish is used to describe
events related primarily to the war in Ukraine. In
the context of the headlines we can understand
the meme "bawełna" as explosions in the
temporarily occupied territories of Ukraine and
Russia, which cause fear and panic among the
occupier: "Bawełny będzie dużo! Dlaczego
Rosjanie tak się jej boją, że aż uciekają z
Krymu?" (Gazeta Wyborcza, 23.08.2022); Od
hełmów do obrony elektronicznej. Ukraine:
"Bawełna" wspiera obronę (Defence 24,
25.07.2023); "Bawełna" w Rosji. Tego Putin tej
nocy się nie spodziewał (WP, 02.01.2023);
Panika w rosyjskom wojsku przez wybuchy w
Mariupolu. Ukrainian army informs, how
Russians have been attacking "bawełnę"
(Gazeta prawna, 26.02.2023); "Tajemnicza
bawełna" in akcji. Krym zaatakowany,
zniszczone rosyjskie pociski (Salon 24,
21.03.2023).
The origin of the meme "zeleni cholovichky."
The meme "zeleni cholovichky" appeared in
February-March 2014, when armed Russian
troops entered the Crimea, dressed in a green
military uniform without identification marks.
This meme played an important role in attracting
international attention to the events in Ukraine
and establishing links between Russia and
military aggression in Ukraine, despite its
refutation of its participation in the conflict.
Semantics of the meme "zeleni cholovichky".
The term originally came into use to refer to
aliens after reports about UFO in the 1950s;
accordingly, we record single titles with this
meaning: Zeleni cholovichky. Ucheni ne
zaperechuiut, shcho u Vsesviti mozhut zhyty
liudynopodibni istoty (Fokus, 25.11.2021). At
the present stage, the meme reflects the unofficial
nature of the Russian invasion of Ukraine: Visim
rokiv okupatsii Krymu: yak "zeleni cholovichky"
z Rosii zakhopyly ukrainskyi pivostriv (Uainfo,
20.02.2022); V okupovanomu Krymu oblyly
farboiu pamiatnyk rosiiskym "zelenym
cholovichkam" (TSN, 28.01.2019); Putin
vpershe vyznav, shcho "zeleni cholovichky" -
yogo viiskovi (Ukrainian pravda, 17.04.2014).
We record the use of memes to reflect Russian
aggression and military intervention in other
countries: "Zeleni cholovichky" Putina rushyly
do Minska (DailyLviv, 20.08.2020); U Moldovi
vzhe ziavylysia rosiiski "zeleni cholovichky",
yaki verbuiut naimantsiv (TSN, 08.09.2014), as
well as cases of introduction of the relevant term
and concept into national legislation: U
Finliandii zaboronyly "zelenykh cholovichkiv"
(VolynPost, 16.07.2017). We highlight the use of
the meme in comparative contexts: unofficial
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actions of armed persons (capture, invasion) in
military or camouflage uniform without
identification marks: "Bukovel" atakuiut "zeleni
cholovichky" (Konkurent News Agency,
26.09.2018); Herashchenko vyklykaiut na
profilnyi komitet cherez yii porivniannia
nardepiv zi «Sluhy narodu» iz «zelenymy
cholovichkamy» (TSN, 11.09.2019).
Noteworthy are the names of American tabloids,
in which during the protests in Washington, the
presence on the streets of armed people without
identification marks is directly compared with
the Russian green men who flooded the city: Pid
chas protestiv u Vashynhtoni pomityly "zelenykh
cholovichkiv": khto vony - v ohliadi ZMI
(BBC News Ukraina, 08.06.2020). The context
in which the meme was used in relation to the
infiltration of armed people from Belarus into
Poland is shown: "Zeleni cholovichky"
ziavylysia vzhe y u Polshchi (Hlavkom,
04.11.2021).
In Polish, the meme "zielone ludziki" is
consistently presented in headlines in similar
meanings and contexts to those in Ukrainian:
Brejza: Rząd PiS nie powinien spotykać się z
"zielonymi ludzikami" Putina (Rzeczpospolita,
22.02.2022). We distinguish the names of illegal
military seizure not only of territories but also of
objects: "Małe, zielone ludziki" zajęły ukrainski
statek ratunkowy. "To piractwo"
(Rzeczpospolita, 09.03.2022).
Most examples of the meme being used to reflect
Russian aggression and military intervention in
other countries were recorded: Kryzys na granicy
polsko-białoruskiej. Kamiński: Nie pozwolimy,
żeby przy granicy biegały zielone ludziki
(Gazeta Wyborcza, 27.07.2023); Zielone ludzki
w Wenezueli (Fakt, 28.01.2019); Zielone ludziki
u Łukaszenki? (Rzeczpospolita, 29.07.2020); Co
w Rosji piszczy? Rosyjskie psy wojny na straży
Maduro, czyli zielone ludziki poleciały w tropiki
(Gazeta Wyborcza, 26.01.2019); Łukaszenka boi
się zielonych ludzików Putina
(Gazeta Wyborcza, 13.03.2015). We highlight
the use of the meme in articles describing
possible attacks by Ukrainian sabotage and
reconnaissance groups on the territory of Russia:
Ukraińcy też mają swoje zielone ludziki
(Gazeta Wyborcza, 23.05.2023), as well as in the
context of measures to counter and prevent
military intervention by little green men: Zielone
ludziki chcą nam zabrać surowce, czyli
największe w tym roku manewry NATO
(Gazeta Wyborcza, 21.09.2017). The practice of
using memes in comparative contexts is also
consistent: Zielone ludziki prezesa. Zachód
powinien traktować ludzi Kaczyńskiego tak, jak
traktował ludzi Putina po ataku Rosji na Krym
(Gazeta Wyborcza, 16.12.2017); Kreml wypiera
się hakerów w USA jak "zielonych ludzików" na
Krymie - niby nie nasi, ale ordery dostaną
(Gazeta Wyborcza, 28.07.2016); Finansowa
wojna hybrydowa w Mołdawii. Zielone zamiast
zielonych ludzików (Gazeta Wyborcza,
15.08.2016).
English-language publications in the UK and
America have also been using the "little green
men" meme in headlines since 2014. The
contexts refer to events related to Russia's
aggression against Ukraine. The analytics of the
materials aims to identify the Russian military:
Ukraine crisis: Meeting the little green men
(BBC News, 30.04.2014); "Little green men" or
"Russian invaders?" (BBC News, 11.03.2014)
(the article contains subheadings: Polite men,
Little green men, Russian invaders, which are
different names for the same concept). We would
like to highlight the use of the meme in a
figurative sense in relation to armed,
camouflaged people without identifying markers
who were involved in the United States during
the protests: Why is Donald Trump using little
green men in American cities? (The Washington
Post, 22.07.2020). Special attention should be
paid to the headlines in which the meme is used
with the opposite meaning, when the concept of
"little green men" can lead to serious negative
consequences for the aggressor country and anti-
Kremlin little green men can already carry out
offensive actions on the territory of Russia:
Belgorod attack: Ukraine has turned Putin's little
green men against him (The Telegraph,
23.04.2023).
The title names of Lithuanian Internet media
actively use the meme "žalieji žmogeliukai" in
view of the possible risks of the development of
aggression similar to the Ukrainian scenario: Jei
ateitų "žalieji žmogeliukai," Lietuvos kariai
stovėtų nuleidę ginklus? (Lrt.lt, 14.12.2014);
Latviai bijo „žaliųjų žmogeliukų“ iš Rusijos ir
hibridinio karo (Lrt.lt, 20.04.2015). We also
record analytical materials on the struggle and
counteraction to armed groups: Žalių jų
žmogeliukų istorija: receptų, kaip elgtis su
niekieno pajėgomis, yra (15min.lt, 06.04.2016);
regarding the identification of participants of
Russian aggression other than green men: Ne
vien žalieji žmogeliukai - Krymo aneksijoje
aktyviai dalyvavo ir Maskvos popai (Lrt.lt,
19.03.2020). We also highlight the titles of
articles in which the meme is used in the context
of Russian military aggression against Ukraine:
Vėl pasirodys "Žalieji žmogeliukai?" Skelbiamas
pavojus - juda didžiulė karinė kolona be
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skiriamųjų ženklų (Technologijos.lt,
24.02.2023), and in relation to other countries
(Syria, Belarus): Sirijos kare - naujas posūkis:
prie Rusijos aviacijos prisijungė ir "žalieji
žmogeliukai" (Lrt.lt, 12.10.2015); "Žalieji
žmogeliukai" jau Minske. Kas toliau?" (Lrt.lt,
31.08.2020). There are a number of examples of
the transformation of meme semantics in
comparative contexts, in which, in particular,
refugees (migrants) are equated with "little green
men": Pabėgėliai - žalieji žmogeliukai Europai?
(Darbopartija.lt, 07.03.2016); Pabėgėliai – žalieji
žmogeliukai? (Silales-artojas.lt, 12.07.2021);
Radikali Kuodžio idėja dėl Baltarusijos
migrantų: siūlo juos sodinti ir prilyginti
žaliesiems žmogeliukams (Delfi.lt, 02.07.2021).
Comparative contexts are also used in headings
with a meme-composite: Žirvintas atvyksta
"žalieji žmogeliukai" (Sirvinta.net, 10.09.2022).
At the same time, the comparison of political
protests of the League of Young Conservatives
(interference in the internal affairs of a foreign
municipality) with green men is accompanied by
a lengthy description of their appearance in
Ukraine.
Conclusions
The results of the study made it possible to clarify
the mechanisms of functioning of media viruses,
to single out the most important algorithms for
interlanguage borrowing of text memes. First of
all these are translation and adaptation (memes
and viral content can be easily translated into
other languages and adapted to a new audience);
historical connections (international relations
promote the spread of memes and viral content
from one language to another, and the
commonality and unity of positions create
common conceptual points that facilitate their
understanding); multicultural communities
(global networks and social media facilitate the
exchange of popular content; a meme popular in
one community is borrowed and adapted to its
contexts in another); media globalization
(a meme or viral content intended for a global
audience can easily move from one language to
another).
Thus, media viruses migrate from one language
to another due to the global possibilities of the
Internet and communication, as well as due to
common cultural and historical points that
facilitate their understanding and spread in
different linguistic environments.
The "bavovna" and "zeleni cholovichky" memes
are not only popular, they have become an
important part of media culture in Ukraine and
other countries, and are actively used in
headlines and articles in various media to attract
readers' attention.
The use of memes by the media of other countries
is primarily associated with Russian military
aggression in Ukraine, which demonstrates the
strong condemnation of any interference in the
territory of independent states.
Comparative contexts of memes demonstrate
transformation and expansion of semantics.
Journalists and media compare "little green men"
with other phenomena. It can be interpreted as
analogies between different situations and
challenges for society.
The use of memes as components of media
headlines demonstrates the importance of the
information space and its impact on the
perception of geopolitical events and threats. The
media use these symbols to emphasise the
seriousness of issues, shape positions, and
provoke discussion.
The general trend is that memes play an
important role in the media space of different
countries, helping society to perceive and analyse
geopolitical events and risks.
Bibliographic references
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BBC News (30.04.2014). Ukraine crisis:
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https://cutt.ly/RwWNIGT9
BBC News (11.03.2014). "Little green men" or
"Russian invaders"? URL:
https://cutt.ly/JwWNnJC1
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The Ukrainian army informs how the
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