Temporality in reaction GIFs as multimodal virtual performatives

Abstract

This chapter explores temporality and virtual performativity in Graphic Interchange Format images (GIFs), short, looping image sequences that may include text. Previous studies have shown that GIFs are decontextualized and recontextualized by users to perform embodied verbal and non-verbal reactions online. However, the temporal aspect of GIFs has received less attention from an online communication perspective. The chapter focuses on reaction GIFs as multimodal virtual performatives on a Tumblr blog featuring humorous political commentary. The analysis examines the temporal dimension of these performatives and shows how the Tumblr blog author exploits the temporal malleability of GIFs to anchor them in the immediate context of their usage.