Abstract
This study explores the complex world of political memes to
understand their function as cultural agents. The study examines political
memes' effects on intra-party and inter-party ideology, communication, and
political perspective evolution. The study used a survey method, sending out
professionally designed questionnaires to undergraduates and graduates at
Quaid-e-Azam University, Arid Agriculture University, and other institutions,
as well as to newly minted professionals. Data was carefully collected to
ensure accuracy. The results show that political memes can stimulate several
responses, with the most common being identity and belief strengthening. This
research also reveals how political memes may either divide people or bring
them together, testing the convictions of those willing to have their opinions
examined.
Key Words
Political Memes, Cultural Expression, Political Discourse,
Identity, Belief Formation, Belief Transformation, Ideological Polarization
Introduction
With the widespread of memes as a form of communication on
matters whether of political nature, economic, social, or military there is no
second guessing that memes have become a form of communication. These memes are
so finely interwoven in our daily lives that one can open Facebook for example
and find an infinite amount of these memes addressing infinite topics. One can
be part of a debate in an office or their house and find people referencing
them.
Humor has long been used as a tool for
political commentary and satire. In the digital age, memes have
become a popular form of political humor. Memes are images or videos that are
shared online, often with humorous or satirical captions. They can be used to
make light of political events, criticize politicians, or promote political
causes (Mishra, 2022).
The use of memes in political discourse has been the subject of
much scholarly research. Some studies have found that political memes can be an
effective way to raise awareness of political issues and encourage political
participation. For example, a study by Guess et al. (2020) found
that political memes were more likely to be shared by people who were already
interested in politics, but they also found that memes could be effective in
reaching people who were not previously interested in politics. Other studies
have found that political memes can also be used to spread misinformation and
polarize political discourse. For example, a study by Howard et al. (2018) found
that political memes were often used by bots and other automated accounts to
spread misinformation during the UK-EU referendum (Kasirye, 2019).
The content of a political meme, its target audience, and the
context in which it is spread are all important elements in determining the
meme's influence. An echo chamber is an online community where members only see
and discuss content that confirms their preexisting opinions. Successful
conversations and debates are more likely to occur when people spread memes in
their more heterogeneous social networks (Valenzuela, 2013).
When seen through the lens of anthropology, political memes
reveal much about the creators and consumers of this type of cultural
expression. Social standards can either be upheld or questioned through the
usage of memes. They can be used to bring people together or to divide them.
Memes are often misunderstood because their meaning shifts depending on the
audience and the medium through which it is disseminated.
This paper will explore the anthropological aspects of how humor
and memes are used in the political sphere. It will examine the different ways
in which political memes are created, circulated, and interpreted. The paper
will also discuss the potential risks and benefits of using political memes.
In the realm of modern political communication, political memes
have become quite a sensation. They find their way onto social media platforms,
reaching a wide array of individuals. These memes serve as a creative outlet
for expressing a whole spectrum of political viewpoints – whether it'sbacking a
candidate or voicing disagreement with a particular policy.
The power of political memes lies in their ability to persuade.
They can nudge people towards embracing specific beliefs or actions, even
rallying them to partake in political endeavors. However, it's important to
tread carefully, as these memes also have a knack for spreading misleading
information and fanning the flames of political divisions. To make informed
choices, a healthy dose of skepticism and scrutiny is advised before hitting
that 'share' button.
This research article embarks on an exploration of the profound
realm of political memes, unraveling their intricate role as a potent vehicle
for cultural expression that exerts a transformative influence on the tapestry
of political discourse. These succinct yet visually compelling amalgamations of
text and imagery wield a dual nature, functioning not only as conduits for
heightening awareness of pertinent political issues but also as catalysts for
igniting active political participation and dismantling established societal
norms.
It is incumbent upon us, however, to acknowledge that within
this dynamic landscape, memes bear the weight of a Janus-faced character - a
capacity to both enlighten and mislead. They can be wielded as tools for the
dissemination of misinformation, contributing to the already pervasive issue of
distorted truths in the digital sphere, while concurrently acting as agents
that amplify the polarity and discord within political conversations.
Given this intricate interplay,
the crux of this article resides in the urgent need to fathom the multi-layered
ramifications inherent in the utilization of political memes. It advocates for
a judicious approach, emphasizing the critical necessity of subjecting meme
content to rigorous scrutiny before facilitating its diffusion. By cultivating
an astute awareness of the potential risks and benefits immanent in this visual
medium, we can navigate the intricate terrain of political discourse with
sagacity, ensuring that the memes we share contribute constructively to the
collective socio-political dialogue.
This research endeavours to delve into the labyrinthine realm of
political memes, aiming to decipher their profound impact on the landscape of
political discourse. With a compass guided by the articulated problem
statement, the study sets forth a constellation of objectives:
§ To
conduct an in-depth exploration of the patterns and practices governing the
utilization of political memes by individuals, unravelling the multifaceted
ways in which they are harnessed for communication and expression.
§ To
examine the intricate nexus between exposure to political memes and the
evolution of individuals' political beliefs, shedding light on the mechanisms
through which these visual narratives influence belief formation and
transformation.
§ To
explore the effect that political memes have on the ideological gaps that exist
between various political factions and to conduct an empirical analysis of the
role that political memes play as agents of polarization and possible
convergence.
The literature on political memes is still relatively new, but
several studies have been conducted in recent years. Some of the key findings
from this research include:
In order to understand the nature, usefulness, and significance
of digital genres, it is helpful to explore the literature surrounding the
field of Digital Genre Theory, which has received a lot of attention in recent
years. These styles cover a wide variety of writing formats created for and
transmitted via the internet. Social media posts, emails, blogs, and online
reviews are all examples of what are known as "communicative behaviours
formed by digital media and social contexts" (Xia, 2020).
Digital genres serve personal, professional, and artistic purposes with varying
degrees of formality and informality depending on the situation. Their value
resides in how accurately they represent the standards of modern digital
communication. Understanding the inner workings of digital genres is becoming
increasingly important as we shift to conducting more of our social
interactions online (Lomborg, 2011). Our digital discourse
is shaped by a number of socio-cultural and technological transformations, and
by this comprehension, we can gain insight into these larger trends (Xia, 2020). When
applied to professional, cultural, and interpersonal interaction patterns, the
concept of genre proves to be an invaluable analytical tool in the field of
information studies (Andersen, 2008).
New Literacies, Genres, and Writing Practices
The ability of the Digital Genre Theory to shed light on the
operation and significance of digital genres in modern communication is what
makes it so important. Our digital communication patterns are reflected in
these genres, and we can learn more about the broader societal, cultural, and
technological trends that are influencing our interactions by looking at them.
In information studies, the understanding of genre serves as an important
analytical tool for making sense of complex communication landscapes, while the
affordances of social tools can shape and improve writers' processes and, in
turn, our comprehension of genre (Andersen, 2008).
Separate from evolutionary biology, the field of memetics (which has its
theoretical foundations in Richard Dawkins' hypothesis) investigates the
genesis, transmission, and development of memes, which can be anything from
thoughts to behaviours to material objects. Understanding the birth and spread
of political memes can be aided by this hypothesis. These memes may start out
humorous, but they have the potential to become powerful tools for criticizing
leaders and promoting causes. To emphasize their potential as vehicles for
political communication at the grassroots level, my study shows that political
memes often originate from regular individuals rather than established
entities. This theory, which has its roots in the study of how political
messages are made, disseminated, and understood, can help shed light on the
ways in which political memes are used to do everything from increase public
awareness of an issue to sway votes or shift opinions (Howard et al., 2018).
Political Memes as Mirrors of Narrative,
Power, And Public Sentiment
Kulkarni's
(2017) acknowledgement
of humour's power to express deep social and political commentary is indicative
of the scholarly interest in the intersection of political communication,
public perception, and the digital sphere. This is consistent with the usage of
sarcasm and comedy in political memes, as seen in the examined content, which
uncovered discrepancies between rhetoric and action (Rastogi & Kashyap, 2019). In addition, Mahara
and Mahmood's (2021) research into the visual-textual synergy in memes
reveals the quick socio-political dissemination, reflecting society's beliefs.
The narrative potential of memes about power relations is demonstrated by the
compatibility of their techniques (Sheikh et al., 2022). Besides, Nazeer and
Ashfaq (2023) point out that the
rapid digital propagation of memes encourages conversation, which is consistent
with the effect seen in the studied memes (Qazi et al., 2022). Like content
analysis, which reveals hidden political narratives, public opinion, and
government conflicts, the literature emphasizes comedic text-visual interplay
and virality. Despite the prevalence of false information, the study implies
that memes might be used as a teaching tool (Qazi et al., 2022).
Methodology
The goal of an exploratory study is to provide the framework for
further investigation of a previously unexplored area by collecting and
analyzing preliminary data to generate hypotheses, identify trends, and draw
conclusions. This technique excels in situations where only limited context is
available. In addition, this work uses an exploratory study approach to examine
the interplay between political memes and public comprehension in the context
of Pakistani political discourse. This research makes use of an exploratory
study design to go deeply into a novel area with scant prior research, in order
to uncover themes, sequences, and findings that can add to our understanding of
the phenomenon under investigation.
Methods
The study utilizes a well-constructed questionnaire-based poll
to evaluate the general public's acquaintance with and reaction to political
memes. Young professionals from a wide range of fields, as well as students
from Quaid-e-Azam University in Islamabad and Arid Agriculture University in
Rawalpindi, are included in the poll. Using this method, you can collect data from
a large cross-section of your target population. Using a survey questionnaire
ensures that the study considers the nuanced nature of human responses. It
enables free expression and acknowledges the unique perspectives of everybody
involved. Researchers can use surveys to look at patterns and subtle
connections between political memes and public sentiment.
The study conducts a content analysis of representative examples
of political memes to identify recurrent ideas, attitudes, and argumentative
frameworks. This method of analysis goes deep into the meat of political memes,
picking up on nuanced visual narratives and textual juxtapositions that are
characteristic of the political meme environment. Furthermore, the content
analysis can be used to delve into the meanings behind political memes. Each
meme is recognized for what it is: a distinct form of communication that adds
to the ongoing political and social discourse. Meme analysis mirrors the
intrinsic human tendency to decode and analyse visual and textual materials by
revealing underlying concepts, shared interpretations, and symbolic
representations.
Students at Quaid-e-Azam University and Arid Agriculture
University, as well as recent graduates who are entering the job market, will
be surveyed as part of the data collection process. For efficient and fast
survey delivery, Google Sheets is used. To verify the validity of the data and
spot outliers, we stopped collecting information after the first 10 submissions.
After enough high-quality replies have been received, data collecting for the
entire month of May 2023 will restart. Data quality and integrity are given the
utmost care during the collection procedure. The veracity of the collected data
is ensured by pausing data collection for a little while and carefully
reviewing the initial responses. The researcher's dedication to getting
reliable information is reflected in this method.
To gauge the public's comprehension and perception of memes in
the political domain, a meticulously designed questionnaire-based survey was
undertaken. This endeavour aimed to capture diverse perspectives from
respondents within varying academic strata. The survey was strategically
administered across different universities, including Quaid-e-Azam University
in Islamabad and Arid Agriculture University in Rawalpindi, ensuring a broad
spectrum of insights.
The humanistic spirit of this
research is made clear by its use of a questionnaire and its appreciation of
the variety of responses it generates. Understanding both similarities and
distinctions amongst political memes is the goal of content analysis. The
research, which is based on an amalgam of survey inquiry and content analysis,
captures popular perception and meme nuances, linking personal experiences with
broader sociopolitical discourse.
The respondents consisted of individuals primarily within the
age range of 18 to 33, with a majority (63.3%) being males. It is important to
note that the occupation column includes both specific occupations and general
descriptions, such as student or unemployed. Some participants chose not to
disclose their political inclination or occupation, indicating a level of
privacy or hesitation in providing that information.
The data showcases a diverse range of political inclinations
among the respondents, including affiliations with parties such as PTI, and PML
N, and self-identification as apolitical or left-leaning. This reflects a
variety of political orientations within the given sample.
Regarding occupations, the respondents represent a range of
professional backgrounds, including military (Army), business (businessman),
research (researcher), teaching (teacher), police officer, sales professional,
accountant, and students pursuing various subjects like software development,
anthropology, psychology, and public administration. The inclusion of diverse
occupations provides insights into the varying perspectives and experiences of
individuals with different professional backgrounds.
There is a notable representation of participants in the age
range of 26 to 33, followed by individuals aged 18 to 25. This age distribution
suggests a higher likelihood of participation from young and middle-aged
adults, potentially indicating their interest or engagement in political
matters.
It is worth mentioning that
some respondents chose not to disclose their political inclination or
occupation, which could be due to personal preferences or concerns about
privacy. These omissions may introduce some limitations in concluding the
available data.
Feelings, Beliefs, and Identity
As per the data, 36.7% of the respondents said that they feel a
moderate sense of identity while sharing political memes and 26.7% of the
respondents said that they feel no sense of identity while viewing or sharing
political memes. To triangulate this data the respondents were asked "if
they felt that memes shaped their understanding of political identity?"
Almost half (43.3%) of the respondents said that sharing political memes has no
impact on the respondent's understanding of political memes, while 33% of the
respondents said that 33.3% have said that political memes have helped them discover
new aspects of their political identity.
Reinforcement of Existing Political Beliefs
The spread of political memes has the potential to solidify
already-held beliefs. Allcott and Gentzkow (2017)
underline the role of memes in the spread of false information on social media.
According to Zhang and Gearhart (2022), it
does not matter whether or not the data supports a person's views if the memes
coincide with them. Nyhan and Reifler (2010)
discovered that people, especially those who are very partisan, are more likely
to accept confirming information, even if it is false, because of the need to
maintain their existing beliefs.
Critically Examining Established Political Beliefs
Nevertheless, political memes can also be used to question
conventional wisdom. Those who self-identify as liberal on the political
spectrum are more likely to experience this (30%). Those who are more receptive
to new ideas and information are more likely to be swayed by political memes
that run counter to their preconceived notions.
Someone's belief in a program
they favour could be challenged, for instance, by a political meme that
emphasizes the policy's drawbacks. They might learn something new or see things
in a different light thanks to the meme and end up rethinking their position on
the topic.
Polarization in politics is another potential outcome of
political memes. For the 20% of respondents who see political memes as a weapon
to spread their own views and ridicule those of others, this is more likely to
occur. Consequently, political division can be exacerbated by memes that aim
to reinforce people's preexisting opinions by painting the other side in a
negative light.
A political meme that mocks a
politician from the other party, for instance, could cause supporters of that
person to view the meme's author with hostility. As a result, it may become
more challenging to find common ground and reach consensus among members of different
political parties.
Discussions and Debates in Politics
Political memes, on the other hand, can spark serious debates
and conversations about political issues. Respondents who see political memes
as an opportunity to learn about diverse political ideas are more likely to
have this experience (10%). Memes that show multiple points of view can help
individuals see things from another person's perspective, even if they disagree
with that person's position.
A political meme that poses a
question about a divisive topic, for instance, may encourage dialogue between
those with divergent points of view. This could help in developing a grasp of
the subject and in gaining an appreciation for the various
perspectives on it.
Content Analysis of Memes
The selection of memes for analysis was thoughtfully guided by a
multifaceted approach, designed to capture the diverse essence of political
discourse within contemporary social media platforms. The utilization of
Facebook groups emerged as a central strategy in this endeavour, acknowledging
the dynamic nature of these digital spaces as repositories of political
expression. These groups, meticulously cultivated by distinct political
factions, presented an invaluable repository of memes - a testament to the
vitality of this visual medium as a communicative channel.
This selection process, underscored by the ethos of inclusivity
and comprehensiveness, recognized the pronounced influence wielded by two
pivotal political entities - PTI and PMLN. By deliberately encompassing memes
from both these prominent groups, the study sought to navigate the intricate
landscape of political opinions and affiliations, ensuring a holistic
examination of diverse perspectives.
The underpinning humanistic stance of this approach is evident
in its recognition of the rich tapestry of voices within these digital
enclaves. It honours the multiplicity of viewpoints present within these
political groups, each encapsulated in the succinct yet impactful form of a
meme. Thus, the selected memes embody not only visual narratives but also the
collective pulse of the platforms from which they were harvested, thereby
reflecting the intersection of individual expression and broader political
discourse.
