Beyond the Literal: Decomposing Pragmatic Intent in Multimodal Meme Understanding
Authors: Zhengyi Zhao, Shubo Zhang, Zezhong Wang, Luyao Ye, Huimin Wang, Hanqi Yan, Binyang Li, Kam-Fai Wong, +1 more
Organizations: The Chinese University of Hong Kong · Huawei · Central China Normal University · Shenzhen University · King’s College London · University of International Relations
Abstract
When asked what a meme or sarcastic post means, Large Vision Language Models (LVLMs) tend to describe what the image shows rather than what the author is trying to communicate. Standard instruction tuning entangles a post's literal content with its pragmatic meaning, letting surface-level details contaminate the final response. We reframe meme understanding as a problem of literal-pragmatic decomposition and propose \textbf{Intent Projection}, a framework that separates the two signals at the representation, output, and objective levels within a single LVLM backbone. At the representation level, an orthogonal projection module removes dominant unimodal directions from the fused image-text representation, retaining only the pragmatic residual, while a surface-real affect classifier anchors the decoder with a discrete tag that names the polarity gap. At the output level, the model externalizes a structured reasoning chain, and at the objective level a contrastive reward explicitly penalizes answers that restate the literal description. Across six multimodal benchmarks, Intent Projection consistently outperforms open-source baselines and narrows the gap to proprietary models, with the largest gains on high-divergence posts where literal collapse is most damaging.
Large vision-language models have improved at describing visual content, but accurate descriptions do not ensure interpretation when meaning depends on knowledge beyond the pixels. Memes expose this gap because they rely on cultural entities, background knowledge, and community conventions. Most meme benchmarks reduce interpretation to labels or holistic scores, obscuring where an explanation breaks down. We introduce MemeBench, a diagnostic benchmark of 1,253 Chinese and English memes with human-written references and quality-controlled VIKR annotations, centered on anime, comics, games, and adjacent online subcultures. Its VIKR schema decomposes explanations into Visual clues, Identity links, Knowledge units, and Reasoning mechanisms. Across 26 LVLMs, every model covers visible content more reliably than the knowledge needed to interpret it, and even the strongest retains a 22.6% Visual-Knowledge gap. To test whether this diagnosis can guide improvement, we introduce KAR, an entity-guided retrieval baseline built on CultureBase. Across four controlled models, KAR raises VIKR Success by 3.6-7.4% and, compared with generic retrieval, repairs more answers and breaks fewer. Yet both retrieval conditions improve Identity and Knowledge while reducing Visual coverage in every comparison. MemeBench reveals whether an interpretation succeeds, what is missing, and whether targeted evidence fills the diagnosed gap.
Large Vision-Language Models (LVLMs) have demonstrated strong performance on multimodal benchmarks, yet it remains unclear whether they genuinely reason about relationships between images and text or rely on superficial correlations, known as shortcut learning. This question is particularly important for multimodal sarcasm detection, where successful prediction depends on recognizing pragmatic incongruity rather than treating sarcasm as simple image-text mismatch. We introduce PragMatch, a controlled benchmark of 3,000 image-text pairs derived from MMSD2.0, including original sarcastic examples and constructed literal and hard-negative pairs. We identify influential shortcut cues through systematic masking and evaluate their impact through targeted injection experiments. Our results show that LVLM predictions are sensitive to lexical, OCR-derived and stylistic cues, with injected surface signals causing substantial changes in model predictions despite unchanged underlying image-text relationships. Our findings reveal limitations in current LVLMs while PragMatch provides a systematic testbed for evaluating multimodal pragmatic reasoning beyond surface-level image-text alignment.
Zhanna Mukhametsharip, Vera Demberg, Varsha Suresh
Vision Language Models have achieved strong performance on multimodal benchmarks, yet their ability to reason about culturally grounded and metaphor-rich content remains insufficiently studied. Internet memes present a challenging setting where meaning emerges from implicit interactions between image, overlaid text, sarcasm, and shared socio-cultural knowledge rather than literal visual recognition. This challenge is amplified in low-resource languages such as Bangla, where code-mixing, stylized scripts, and culturally specific symbolism introduce substantial distribution shift. In this work, we introduce BanglaMemeX, a culturally grounded multimodal benchmark comprising 3,000 Bangla memes annotated with multi-dimensional labels (humor, sarcasm, offensiveness, motivational intent, and overall sentiment) and human-written explanations that explicitly describe textual and visual metaphors. We systematically evaluate modern VLMs on both classification and explanation generation, revealing that current models struggle to interpret implicit cultural cues despite reasonable surface-level accuracy. Our results highlight the need for culturally-aware multimodal systems capable of grounded reasoning under linguistic and cultural distribution shift.