ABSTRACT
Humour is the main drive behind the need to be acknowledged on social media, in terms of likes, shares and comments, for individuals and business entities alike. While in advertising, humour and discourse are calculated and accounted for, humour is spontaneous – or even impulsive – for individuals, and even more so on social media. As for the translation and transcreation of humour, which today can be preponderantly observed in the cross-linguistic and cross-cultural transposition of memes, this arises as a direct consequence of the interconnections of languages and cultures over the Internet and social media.
