49 Laughing Together: Exploring Participatory Culture through the Lens of Kevin James Memes

Since the development of social media platforms, it has strived to provide users the ability to self-express, communicate and connect with others. It has also grown into a platform where communities can be found and formed based on similar interests and views resulting in online fan groups. While the idea of manipulating photos with the addition of captions to convey meaning has long been a practice, social media plays a pivotal role in expanding the shareability of memes and generating a participatory culture within a fanbase. Not to mention the availability and ease of access in creating memes that allow most to contribute to this participatory culture.

This essay launches on a critical analysis of the participatory culture in the forms of memes creation on X which creates a community and encourages those to create or relate to the memes, placing a specific focus on the memeification of Kevin James’ photographs. James originally posted the photo to his social media pages as a celebration of the 20th anniversary of the TV show, The King of Queens.  This essay will analyze posts made on X from September 2023 to December 2023. Concepts such as textual poaching, parasociality, meme, participatory culture, user-generated content, and textual productivity, and parasocial and celebrity relationships will be explored with the Kevin James meme.

Overview of the issue/phenomenon

Kevin James is a comedian and actor who rose to fame during the 1990s, most notably known for working with Adam Sandler in films such as Grown-ups and for his stand-up comedy. Kevin James suddenly became an internet sensation on September 21, 2023, the user the @champagneanyone posted a photo of Kevin James with the caption, “me after [one] double rum and diet” (See figure 1). The photo showed the Comedian in 1998 posing on the set of the TV show The King of Queens as Doug Heffernan, while wearing a green flannel and shrugging while looking into the camera (Know Your Meme, n.d.). The meme quickly took off, garnering over 24,000 likes within 3 days and influenced the infinite possibility for fans to recreate the meme (Mendez II, 2023) in their interpretations. Fans were rushing to put their twist on the meme while the media was examining the sudden and abrupt fame. Within a couple of hours, as reporter Bria McNeal described it as being out of control, but the Internet loves it (McNeal, 2023). The image used for the meme came from a Getty Images promotional shot of Kevin James in 1998 for his new show The Kings and Queen. As Kendall Cunningham would describe him as weirdly comforting, many fans reciprocated the same feeling and hence the love for Kevin James grew. 

Meme Culture

Memes have been integrated into our daily lives. We see them everywhere from our social media app to advertisements and appeals. It has become a global collective activity to share meme about posts one thinks is funny or relatable. As defined by Merriam-Webster, a meme can be categorized as media such as captioned pictures or videos that are spread online through social media platforms. Memes were discovered on the internet as early as 1993 but were described as an “infectious idea” comparable to viruses (Adobe Express, 2023), and soon died until popularity brought the concept back in 2012 when the world was introduced to Grumpy Cat (Figure 8). Adored by the world, Grumpy Cat became an internet sensation in which fans began taking her photo which featured her scroll face and accompanied with captions launched memes into a high production mode. Soon after more and more fans would create memes expanding ideas beyond Grumpy Cat. Meme culture is associated with participatory culture as defined by Jenkins which creates low barriers to artistic expression and civic engagement and supports the ability to share and consume with others (Jenkins, 2009, p.5). While many memes have different reasoning or messaging, the consensus is that the creation of memes is a method for fans to normalize a celebrity and create a sense of closeness with them (Nielsen & Nititham, 2022, p. 160). Meme creation is largely created by fans or audiences as celebrities do not circulate memes about themselves (Nielsen & Nititham, 2022, p. 166). Making this a form of fan culture to take existing media and manipulate it to showcase their interest in the celebrity, and create relatedness and community.   Kevin’s fans adore him and show this adoration through the circulation of fan-produced media to other fans. Memes are differentiated from images because they are produced with the awareness of other creations by fans and circulated through a digital network such as X to a mass fan base (Shifman, 2019, p. 45). The success of a celebrity lies in referencing a recognizable person in popular culture (Nielsen & Nititham, 2022, p. 160).

Memefication

As cited by Tanya Horeck, Limor Shifman suggested that memes are like modern folklore, reflecting the deeper norms and values of society (Horeck, p. 154, 2022; Shifman, 2013). As film and television reflect society through narrative and careful plotting, meme creation is similar, it exposes the societal norms and values within own’s society. However, that societal norm and value can be shared with others that are geographically bounded elsewhere because careful thought and execution of a meme can make it universally adaptable. For example, how songs can be enjoyed between cultures regardless of the language it was originally sung or written in. That is why the core of the meme is important because, with a strong foundation, it can help build community and connect those who a) admire Kevin James and b) relate to the meme.  Memes regarding or including Kevin James, often fan would caption the meme with “daily struggles” and relatable situations that cater to a wide population, hence the growing popularity of the meme. The act of being sheepish or in a playful mood represents a norm in human behaviour, the realization that perfection does not exist, and some flaws are necessarily inherently bad. When fans make memes of celebrities, a crucial thought is put into why they’re doing it (to tease, praise, criticize, etc.) and how to creatively spread the intended message. Their work success depends on whether they get their message across the fanbase. (Nielsen & Nititham, 2022, p. 160). Ultimately anyone can create a meme but to have it go “viral: within the fan community, it must carefully serve a purpose and have context that is understood by the creator and viewer.  As technological advancements occur, the ease of getting content whether it be photos or videos off the internet is easier than ever. With these advancements, fans can participate in textual poaching (McGowan, 2017, p. 209), which coined by Jenkins refers to the use of making meaning from materials that others may have categorized as worthless (Jenkins, 1992, p. 3). Fans who create memes often use images that are sourced from the internet, meaning that they did not take or create the photo but rather borrowed the content to make their content.

User Generated Content and Textual productivity.

User-generated content can be traced to its origins in the 1990s when newer technology allowed media to be produced with the need of professional media institutions (Bolin, 2021, p. 267). Media content especially fan content no longer must be produced by large media corporations but rather transfers the power into the fans’ hands. Fans now can produce and share content with other fans to grow a sense of community tied around similar interests. John Fiske developed the term textual productivity, ultimately meaning that the production and circulation of media is in the hands of the fans (Fiske, 1992, p. 39). Fans produce and circulate meaningful pieces of text within the fan group. This is different from other productivity modes as within this mode fans do not write or produce their texts for money. User-generated content is a modern solution for regular people to speak up and be part of the conversation, challenging the one-way communication of traditional media institutions (Bolin, 2021, p. 267), in addition to traditional hegemonic views on societal issues and values. However, at the same time, memes are not created equal and don’t consistently contribute to democracy and fairness. They often uphold mainstream ideologies and cultural biases against minority groups (Yoon, 2023, p. 499; Dobson and Knezevic, 2017; Duchscherer and Dovidio, 2016; Frazer and Carlson, 2017). Memes might not challenge common beliefs but can reflect and reinforce the majority’s views, maintaining cultural biases against other groups. As with many media that is user-generated it is reflective of the society and people. While memes hold the power to give people access to the conversation, it is not always created fairly and treat everyone fairly. In the case of the Kevin James meme, fans took the Getty promotional photo for Kevin James’ 1998 sitcom The Kings and Queen and made it go viral with relatable captions that tie into the actor’s visual appearance. Fans would also go out of their way to different their concept of the meme by changing the colour of James’ shirt, posing another person’s head on the photo (Figure 5), manipulating the smile (figure 6) or placing the photo in another space within film and television (figure 7). In addition to the growing meme culture, it is expanding to appear cross-platforms. Fans are expressing their ideas not just on X but on Instagram, TikTok and YouTube as well to name a few.

Relationship with celebrities

Relationships developed with celebrities by fans are based on the qualities they admire (Click, et al. 2015, p 605), whether that is personal charm, looks or relatability. The photo of Kevin James giving off a sheepish smile demonstrates that he also gets embarrassed or does not present as confident sometimes. The simple look and relatable are what make the image connect with a large audience because they possibly have felt the same way once before or currently. Paired with captions that represent the act further expand the useability and adaptability of the meme. This allows other fans to recreate the meme with their messaging, for example, @superbloom_ (Figure 2) captioned theirs “how I look when I beg my friends to take a pic of me” and @imsoshive_’s (Figure 3) post read “When I cook for new people and somebody say, “Damn you made this?!”. A meme can be created based on criticism, praise, or teasing, depending on the relationship between the fans and the celebrity, it can be with good publicity or bad publicity for the talent. In the case of Kevin James, his fans have high regard for him due to his relatable personality the meme was designed to represent “everyday” life and society. Mundane or unordinary things that people experience are incorporated into this meme as they make their interpretation of it.

Parasocial Relationships

In 1956 Horton and Wohl coined the term ‘parasocial relationships’ to characterize the close, personal connections that mass media figures, such as celebrities or fictional characters, develop with their audience (Mardon, et al. 2022, p. 1134). Ultimately referring to the possibility of creating intimacy while at a distance, where fans can still have the sense of deep and intimate familiarity with them, even though the connection is one-sided and lacks reciprocity (Mardon, et al. 2022, p. 1134). With the availability of technologies and platforms, it is easier for social media influencers and celebrities to form a parasocial relationship with their viewers. Celebrities and social media influencers tend to develop disclosive intimacies in which daily aspects of one life are shared with one’s viewers (Mardon, et al. 2022, p. 1134), to create an impression that the relationship is closer between fan and celebrity. In parasocial relationships, there is a one-sided dynamic where one individual invests emotional energy, time, and interest, while the other party, often a public figure or persona, remains oblivious to the presence and involvement of the first person (Find a psychologist. n.d.). Fans of Kevin James are putting effort and time into creating these memes and their message while knowing that there is a high possibility that the individual content may not reach the celebrity. Fans instead focus on developing a community with each other, attempting to find relatableness and community through memes. Although Kevin James is posting his own take on the meme (Figure 4) to promote his upcoming tour on Instagram, hinting at the recognition of his fans’ works. While the main interest of Kevin James is shared a smaller more niche community can be developed through the memes created. Through the forms of comments and likes, it is clear to the creator that their messaging resonated with them whether humorously or otherwise. Regardless a community has been built over the communal appreciation and messaging of memes surrounding Kevin James.

Social Network Sites as Networked Publics

Social media sites such as X have continuously gain popularity within the last two

decades as cutting-edge design and technology allowed users to be more connected, communicate better and learn more.  To gain a grasp on the networked public, a clear understanding of the public and what they do. A “Public” refers to a group of people who understand the world, similarly, share an identity, aim for inclusiveness, and agree on common interests (Boyd, 2013, p. 39; Livingstone, 2005, p. 9). These are people who share a collective mindset that is interested or believes in the same things. In this case, it would surround the talent of Kevin James. Networked public refers to a public space that has undergone reshaping due to the influence of networked technologies (Boyd, 2013, p. 39). In this context, they represent both (1) the environment shaped by networked technologies and (2) the envisioned collective that arises from the interconnectedness of individuals, technology, and activities (Boyd, 2013, p. 39). Networked publics do many of the same things as other public spaces—they bring people together for social, cultural, and civic reasons and help connect them beyond close friends and family. However, the way technology structures these spaces introduces unique features that affect how people engage with them (Boyd, 2013, p. 39). The idea of the networked public is important to the viability of memes as it needs the infrastructure to be spread and consumed and the right people. Another viable aspect of memes through the networked public is the ability for information to flow freely and widely. This means that public spaces should often deal with making spaces and information accessible to a large audience, known as “the public,” and creating a shared “public sphere” (Habermas, 1991). With X being for now a free platform, allows fans to create, share and consume content freely. They can share their interests, connect with fellow fans and be aware in public discussions. This is primarily the reason for the expansion of the Kevin James meme, as fans can participate in the meme culture surrounding their liked actor with fans alike. Hence developing a community or public that have shared interest and contributes to each other’s interests.

Conclusion

In conclusion, this analysis has delved into participatory culture through an analysis of memes surrounding actor Kevin James. Through careful examination, several key findings have emerged, shedding light on the central idea of community growth through fan participation. These findings contribute to our understanding of participatory culture and have important implications for audience studies. The central thesis of this analysis posited participatory culture in the forms of memes creation on X which creates a community and encourages those to create or relate to the memes. As evidenced by the detailed analysis, it is evident that the development of community holds, supported by growing state interconnectedness on digital platforms. Throughout the analysis, we have explored textual poaching, parasociality, memes, participatory culture, user-generated content and textual productivity, parasocial and celebrity relationships and networked publics. Each of these elements plays a crucial role in developing a sense of community in an online public space. In conclusion, this analysis has provided a comprehensive exploration of participatory culture, offering insights into memes. The concepts link to one main idea which is the development of community on an online platform like X. The ability to create a universal language to communicate with other fans about one’s interests is propelled by the invention of technology. Media no longer must be produced by media companies but can be produced by anyone with any capable technology and skill meaning that more people can speak their minds and contribute to the discourse within society. The meme culture is unique because it has the power to create an understanding based on visuals in combination with text. An image can be information-less but when mixed with certain meaning, a message can be interpreted from the photo and shared on a global scale. While textual poaching can be deemed as problematic, it opens the possibilities for fans to use images or videos to express their interest in themselves, to mark themselves as a fan to other fans and to connect with within the fanbase. The parasocial relationship between the comedian and his fans creates a sense of closeness. The fans’ actions were recognized when Kevin James himself contributed to the meme culture with a rendition of the famous meme he was virally been a part of.  The networked public is what allowed memes to become what it is and allowed the communities to come together in online public spaces. The networked public is responsible for the infrastructure of communication in digital spaces was a crucial part in the delivery and consumption of memes and, therefore responsible for helping connectivity and community building. By developing a space where ideas move freely with the allowance of criticism, re-enactment, and enjoyment of content. Those with the means to contribute can be a part of the public, have their voices heard spread consume media that passes through and be involved in society where common interests are found. The theme of community building is prevalent in the analysis of participatory culture in meme-making. Participatory culture in the forms of memes creation on X which possess the power to create community and relationship and encourages fans to be creative.

Appendix

[Figure 1]

Andy [ @ChampagneAnyone (2023, September 21).  me after 1 double rum and diet [Tweet]. X. https://x.com/ChampagneAnyone/status/1705039587008270484?s=20

[Figure 2]

June. [@@superbloom_]. (2023, September 22). how i look when i beg my friends to take a pic of me [Tweet]. X. https://x.com/superbloom_/status/1705373622737805771?s=20

[Figure 3]

[ @imsoshive_]. (2023, September 23).  When I cook for new people and somebody say, “Damn you made this?!” [Tweet]. X. https://x.com/imsoshive_/status/1705767862848102745?s=20

[Figure 4]

James. K. [ @kevinjamesoffical] (2023, September 27).  Gearing up for my new Stand Up Tour… [Post]. Instagram . https://www.instagram.com/kevinjamesofficial/p/Cxs7fsiOlWT/?hl=en

[Figure 5]

Curtin, E. [ @_ericcurtin]. (n.d.).  me before and after I have 2-3 beers [Tweet]. X. Retrieved on December 13th, 2023 from https://pleated-jeans.com/2023/09/28/kevin-james-smirking-memes-funny/

[Figure 6]

Cali. [ @hastagcali_]. (n.d.).  No One: The IT guy at the Xmas party. [Tweet]. X. Retrieved on December 13th, 2023 from https://pleated-jeans.com/2023/09/28/kevin-james-smirking-memes-funny/

[Figure 7]

Colin. [ @cheeserburger] (n.d.). [Tweet]. X. Retrieved on December 13th, 2023 from https://pleated-jeans.com/2023/09/28/kevin-james-smirking-memes-funny/

[Figure 8]

Cat, Grumpy. [ @RealGrumpyCat]. (2021, January 04th).  Only 51 more Mondays until 2022.  [Tweet]. X. https://x.com/RealGrumpyCat/status/1346236060460666881?s=20

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