Internet Meme and Political Discourse: A Study on the Impact of Internet Meme as a Tool in Communicating Political Satire

Abstract

Humor has been used as a tool against oppression since ages. With the advent of digital technologies, internet memes have gained prominence. Memes are mediums that communicate information through humor and satire. Today, internet memes have become a part of the political campaigning. This research paper thus analysis how internet memes have been used to communicate political satire. The study deals with the impact of internet memes on digital natives and digital migrants in India. Parameters like political engagement, influence on political views and voting behaviour are used to analyse the impact of memes. Using questionnaire as a tool for data collection, the research concludes that internet memes are used as a tool of political discourse but does not have a major impact on audience although it improves political engagement of the digital natives. Elaboration likelihood model and Agenda setting theory is used as a theoretical base for the study.

Keywords: Political Discourse, Internet Meme, Elaboration Likelihood Model, Agenda Setting, Political Satire.