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

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.