Paper short abstract:

Chuck Norris jokes serve as a model for (satirical) heroisation, but why and how does someone become „the new Chuck Norris”? What frame of reference does this create and how is it adapted in the case of a societal conflict? These questions are addressed based on recent examples of digital humor.

Paper long abstract:

Chuck Norris jokes – or „Chuck Norris Facts” – have been present in the digital space since 2005. They present a satirically exaggerated version of the tough guy character played by the American actor in popular action movies. Chuck Norris as the hero of the joke cycle is invincible – no man, animal or disease can harm him, and even death itself is afraid of him.

Chuck Norris jokes and memes are known worldwide – translated to different languages, and to some extent, also adapted to local circumstances. But they also serve as a model for (satirical) heroisation. Various people are referred to (occasionally or regularly) as „the new Chuck Norris” in digital communication, and they can also become the hero of jokes and memes formerly connected to Chuck Norris. Among them, action movie actors and celebrities can be found as well as political leaders like Vladimir Putin or most recently Volodimir Zelensky.

But what are the heroic attributes of Chuck Norris, and what does it mean to be „the new Chuck Norris”? Is this even a positive category? What frame of reference does this create and how is it adapted in the case of a societal conflict? I try to address these questions based on recent textual and multimodal examples of digital humor.