bstractThe main objective of this article is to list and briefly characterise several semantic and pragmatic types of verbal humour, primarily those which cannot be reduced to (canned) jokes. First of all, a distinction is drawn between jokes and conversational humour, an umbrella term covering a variety of semantic and pragmatic types of humour, which recur in interpersonal communication, whether real-life (everyday conversations or TV programmes) or fictional (film and book dialogues). On a different axis representing formal structure, stylistic figures are distinguished, such as irony, puns and allusions.

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Advancing the concept of multimodal voicing as a tool for describing user-generated online humour, this paper reports a study on humorous COVID-19 mask memes. The corpus is drawn from four popular social media platforms and examined through a multimodal discourse analytic lens. The dominant memetic trends are elucidated and shown to rely programmatically on nested (multimodal) voices, whether compatible or divergent, as is the case with the dissociative echoing of individuals wearing peculiar masks or the dissociative parodic echoing of their collective voice. The theoretical thrust of this analysis is that, as some memes are (re)posted across social media (sometimes going viral), the previous voice(s) – of the meme subject/author/poster – can be re-purposed (e.g. ridiculed) or unwittingly distorted. Overall, this investigation offers new theoretical and methodological implications for the study of memes: it indicates the usefulness of the notions of multimodal voicing, intertextuality and echoing as research apparatus; and it brings to light the epistemological ambiguity in lay and academic understandings of memes, the voices behind which cannot always be categorically known.