Written by araceli Ramirez
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Illustrations by Jasmine Salgado
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araceli_r Memes are older than the internet. But the ones we find online are a specific type of media: ones that deliver cultural, social, or political expressions, often through humor. The blend of relatability and wit allows memes to resonate deeply with audiences, transcending traditional boundaries of discourse.
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araceli_r What is a meme?
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Over time, memes have taken multiple forms, transforming from pictures with big white and black impact font text to moving GIFs and audio clips. They are copied and spread rapidly by internet users, often with slight variations, and remain a powerful tool for communication.
Growing social media usage on apps such as TikTok have emerged as potent vehicles for commentary and mobilization, specifically for Gen Z. On TikTok alone, you can find a range of complex ideas broken down into digestible and accessible formats, from spreading awareness about topics like climate change to aiding in senator campaign reelections during election seasons.
According to a 2023 research study, sharing political memes is a form of political expression. Political memes not only reflect public sentiment but also shape it, fostering dialogue and sometimes even playing a significant role in movements such as #MeToo.
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nick_n “I think that politicians rightly realize the power and influence of online communication, memes being an easy way to share and spread content over the internet,” says Nick N. managing director of the magazine Meme Insider, an journal that explains online trends. “They’re not like watching a movie, they’re not like reading a book. They’re very short, very easy to understand, typically, either relatable or humorous.”
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Memes had an impact during this past election, where Gen Z and millennials were expected to make up nearly half the electorate. U.S. political advertisers spent more than $619 million on advertising towards digital platforms at the beginning of 2023, according to an August analysis conducted by the Brennan Center, OpenSecrets, and the Wesleyan Media Project.
“They’re a big part of the early enthusiasm we saw surrounding Vice President Harris when she entered the race,” says E.J. Fagan, an assistant professor in the department of political science at University of Illinois Chicago.
Fagan says memes play into algorithmic polarization--the tendency for social media platforms to promote content that aligns with users’ existing beliefs to prioritize engagement--during an election. And while memes and social media usage are not the cause of political polarization, they may amplify the problem.
“When you see a meme in a scene, you’re selecting into that beat. It’s your algorithm and when people select into political media, they usually know who they are voting for,” Fagan says.
While memes might not change the minds of voters on their own, they do offer candidates another way to reach potential votes, says Tom Eslinger, an assistant professor in the School of Business and Entrepreneurship at Columbia College Chicago.
“I don’t know if it’s possible for them to change a vote,” Eslinger says. “I think they increase the media wear out of seeing politicians over and over again because you go from television, radio, online banner ads, text messages, voice calls, people knocking on your front door.”
