Between Humour and Public Commentary: Digital Re-appropriation of the Soviet Propaganda Posters as Internet Memes

Over the last two decades, Russian Internet accumulated a range of images originating from the Soviet epoch, including everything from official portraits of Soviet leaders to representations of Soviet greeting cards and postage stamps. While some of those digitised items remain intact, others become a part of different creative practices inherent to online environment, such as photo manipulating, remixing, recombining and merging with elements attributing to other historical or national contexts. The current article investigates one instance of creative re-appropriation of the Soviet visual legacy on the Internet: construction of digital memes from the former Soviet propaganda posters. Upon focusing on three iconic posters, namely Did you Volunteer? (1920), Do not Talk! (1941) and Motherland is Calling! (1941), this study examines how the propaganda images have been transformed by contemporary Russian users into 'templates' for meme-making. Furthermore, the article identifies two particular functions of memes based on the Soviet propaganda posters: first, as a form of a peculiar humour, known in Russian tradition as stiob and, second, as an instrument for voicing of public opinion, through which users comment on urgent political and social issues. The article concludes that the remakes of Soviet propaganda images do not fall within any hitherto discovered category of humorous, political or historical memes, and therefore, they should be considered as a separate case in contemporary production of memes.