Abstract
In the ever-evolving landscape of online communication, memes have emerged as potent tools for influencing public opinion. This qualitative study explores the motivations, intentions, and strategic approaches of six meme creators through semi-structured in-depth interviews. It analyses how meme creators perceive and recognize their evolving roles as political actors, challenging traditional communication paradigms, resonating with audiences, driving conversations, and democratizing political engagement. The results reveal meme creators’ nuanced understanding of their content’s educational potential and ability to sway and influence perceptions. Meme creators view themselves as agents of change and perceive their role as crucial in the landscape of contemporary political communication, where they can shape public discourse and influence collective attitudes. They strategically frame political messages and set agendas, viewing their work as a continuation of political satire’s rich tradition. This study highlights their awareness of the ethical complexities involved and analyses how these meme creators turned into modern political actors and grapple with concerns around the monetization of memes and the spread of misinformation. Overall, this research offers a rare glimpse into the world of meme creators as it sheds light on their innovative strategies, their role in democratizing media, and their ability to transform the way we engage with politics. It underscores the transformative potential of memes and highlights that the meme creators’ work is not just about humor, but about making a significant impact on political engagement and public discourse.
| Original language | English |
|---|---|
| Number of pages | 18 |
| Journal | Social Media and Society |
| Volume | 10 |
| Issue number | 4 |
| Early online date | 27 Nov 2024 |
| DOIs | |
| Publication status | Published - 31 Dec 2024 |
Acknowledgements
First and foremost, I extend my heartfelt gratitude to my best friend, Luiza, who has been my rock and my partner in countless meme rabbit holes. Thank you for being the one to get me out of my occasional existential crisis and laugh at my memes, even when they were too niche for the rest of humanity. To my family, who might still think “meme” is a sound a cat makes, thank you for your unwavering support and for pretending to understand my internet obsession. Your willingness to nod and smile as I explained the significance of the latest viral trend means more to me than you’ll ever know. To my academic dream team—Dr. Iulia Cioroianu, Professor Hilde Coffe, and Dr. Aurelien Mondon—thank you for your invaluable guidance, insightful feedback, and patience throughout this journey. Your expertise and encouragement have been instrumental in shaping this work, and your willingness to engage with the weird world of memes is greatly appreciated. Your guidance has been the intellectual equivalent of finding the perfect meme template. A special shout-out to my internet obsession: without you, this research would be a lot less entertaining. From the endless scroll of dank memes to the black hole of Reddit threads, you’ve been both my procrastination and my inspiration. Finally, to all the meme creators out there: your creativity and humor are the heart of this research. Keep the memes coming—they are the digital breadcrumbs of our cultural and political zeitgeist.Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Keywords
- meme creators
- memes
- participatory culture
- political communication
- social media
ASJC Scopus subject areas
- Cultural Studies
- Communication
- Computer Science Applications