<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2021000100308</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2021.7906</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Memes y procesos de semiosis de la pandemia en México]]></article-title>
<article-title xml:lang="en"><![CDATA[Memes and semiotic processes related to the pandemic in Mexico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salgado Andrade]]></surname>
<given-names><![CDATA[Eva]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Centro de Investigaciones y Estudios Superiores en Antropología Social  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<volume>18</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2021000100308&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2021000100308&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2021000100308&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Para reflexionar sobre procesos de semiosis relacionados con la pandemia por el SARS-CoV-2 -COVID 19- en México, se analizan memes que circularon en Internet en la primera mitad del año 2020. A partir de un marco teórico interdisciplinario se muestra cómo estos discursos digitales refuerzan la discriminación y la exclusión, propagan ideologías globales, son vehículo para la expresión colectiva de emociones y fueron un recurso semiótico para reforzar procesos súbitos y masivos de coerción semiótica (como la sana distancia o el confinamiento) o para contribuir a la reconversión semiótica que ha implicado la &#8220;nueva normalidad&#8221;.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In order to examine the semiotic processes associated with the SARS-CoV-2/COVID-19 pandemic in Mexico, the present work analyses memes that circulated on the Internet in the first half of 2020. Based on an interdisciplinary theoretical framework, this study reveals how these digital discourses contribute to the construction of social meanings that reinforce discrimination and exclusion, spread global ideologies, act as a vehicle for the collective expression of emotions and become a semiotic resource for either the reinforcement of sudden and massive processes involving semiotic constraints (such as social distancing or confinement), or for the semiotic conversion brought about by the &#8220;new normal&#8221;.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Semiosis]]></kwd>
<kwd lng="es"><![CDATA[semiótica social]]></kwd>
<kwd lng="es"><![CDATA[pandemia]]></kwd>
<kwd lng="es"><![CDATA[memes]]></kwd>
<kwd lng="es"><![CDATA[reconversión semiótica]]></kwd>
<kwd lng="en"><![CDATA[Semiosis]]></kwd>
<kwd lng="en"><![CDATA[social semiotics]]></kwd>
<kwd lng="en"><![CDATA[pandemic]]></kwd>
<kwd lng="en"><![CDATA[memes]]></kwd>
<kwd lng="en"><![CDATA[semiotic conversion]]></kwd>
</kwd-group>
</article-meta>
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