Memetic warfare: Humour, Hate, and Hashtags in Political Discourse

• In Event: Social Networks I

Abstract

Memetic warfare is information and psychological warfare that uses memes—ideas, behaviours, or styles that spread culturally—to influence public perception and manipulate online opinions. It leverages the viral nature of social media to disseminate propaganda, disinformation, or counter-information, aiming to shape political discussions and control narratives. By encapsulating complex ideas in easily shareable, often humorous or emotionally charged formats, memetic warfare can rapidly spread across the internet, bypass traditional censorship, and impact public opinion.

The contrast between offensive and defensive memes illustrates a complex digital battleground where distinguishing satire from hate speech is challenging. Offensive memes often aim to provoke or demean, potentially inciting violence and spreading disinformation. In response, defensive memes are employed by online civic movements to counter such content, using humour and factual information to debunk myths and promote positive messages. Case studies in this area reveal the significant influence of memes on public opinion and societal dynamics, emphasising their role in reflecting and shaping online and offline discourse.

The discussion on the psychological impact of memes, particularly their role in delineating in-groups and out-groups, adds an essential dimension to understanding their power in nurturing identity among like-minded individuals. This aspect is crucial in comprehending the broader implications of memes in collective consciousness and societal divisions. The focus of this paper is on the use of defensive memes to counter offensive online communications, particularly those linked to Russian information disorder used to infiltrate wars and conflict and cause social divisions related to Ukraine, Israel, and the US. These areas are targeted by Russian trolls, illustrating the global scale and diverse contexts in which memes operate. Based on primary data from social media platforms, the research will contribute valuable insights into the dynamics of meme culture and its implications for political communication and engagement in the digital age.

Author

• Tine Munk, Nottingham Trent University