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Memes Beyond Virality: An abductive thematic analysis on memetic communication in politically active youth, aged 18 to 27

Andersson, Ida LU (2023) SKDK11 20231
Department of Strategic Communication
Abstract
In this exploratory study, the communicative role of political memes and their influence on group dynamics are examined through an abductive research approach. The method involves semi-structured interviews with politically active individuals spanning the political spectrum. This study reveals complex tribal and inter-group relationships by classifying political memes into attacking, idolising, internal, and external categories. It challenges the prevalent notion of virality as the primary measure of successful memes, instead emphasising the importance of three elements: relevance, humour, and tribalism. When these elements resonate with a meme-consumer, it can be considered successful, regardless of viral reach. The study underscores the... (More)
In this exploratory study, the communicative role of political memes and their influence on group dynamics are examined through an abductive research approach. The method involves semi-structured interviews with politically active individuals spanning the political spectrum. This study reveals complex tribal and inter-group relationships by classifying political memes into attacking, idolising, internal, and external categories. It challenges the prevalent notion of virality as the primary measure of successful memes, instead emphasising the importance of three elements: relevance, humour, and tribalism. When these elements resonate with a meme-consumer, it can be considered successful, regardless of viral reach. The study underscores the need for deep understanding of a target demographic and contemporary internet culture for the effective use of memes in strategic communication, thereby recognising their significant potential in shaping cultural, social, and political discourse. (Less)
Please use this url to cite or link to this publication:
author
Andersson, Ida LU
supervisor
organization
course
SKDK11 20231
year
type
M2 - Bachelor Degree
subject
keywords
Memes, Strategic Communication, Tribalism, Political Communication, Social Media Marketing.
language
English
id
9118227
date added to LUP
2023-08-29 11:35:16
date last changed
2023-08-29 11:35:16
@misc{9118227,
  abstract     = {{In this exploratory study, the communicative role of political memes and their influence on group dynamics are examined through an abductive research approach. The method involves semi-structured interviews with politically active individuals spanning the political spectrum. This study reveals complex tribal and inter-group relationships by classifying political memes into attacking, idolising, internal, and external categories. It challenges the prevalent notion of virality as the primary measure of successful memes, instead emphasising the importance of three elements: relevance, humour, and tribalism. When these elements resonate with a meme-consumer, it can be considered successful, regardless of viral reach. The study underscores the need for deep understanding of a target demographic and contemporary internet culture for the effective use of memes in strategic communication, thereby recognising their significant potential in shaping cultural, social, and political discourse.}},
  author       = {{Andersson, Ida}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Memes Beyond Virality: An abductive thematic analysis on memetic communication in politically active youth, aged 18 to 27}},
  year         = {{2023}},
}