Never Mess with the “Memers”: How Meme Creators are Redefining Contemporary Politics

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 recognise their evolving roles as political actors, challenging traditional communication paradigms, resonating with audiences, driving conversations and democratising 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 grapple with concerns around the monetisation 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 democratising 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 humour, but about making a significant impact on political engagement and public discourse.