From Humour to Impact: Internet Memes in Political Discourse through (de)legitimization

Internet memes, as artifacts of digital culture, quickly spread political ideas and critiques, transcending traditional media. Despite their prevalence, understanding how memes use semiotic elements and (de)legitimization strategies to shape political narratives on social media is limited. This research investigates how semiotic representations and (de)legitimization processes materialize in political discourse through social media memes. Using Van Leeuwen's (2005, 2007) framework of social semiotics and (de)legitimization strategies, we analyzed the visual and textual elements of 47 memes collected from January to July 2024; we selected 11 memes that represent Van Leeuwen's (de)legitimization strategies. The study revealed that memes convey complex political messages using semiotic resources, including color, gesture, and text. Intertextuality, humor, irony, rationalization, and moral evaluation are commonly used to criticize or support political figures and ideologies. This highlights the dynamic role of social media in political communication, where memes rapidly influence public perception. The findings emphasize the importance of understanding semiotic and rhetorical strategies in political communication analysis. The study contributes to the discourse of digital political communication by showing how memes, as cultural artifacts, shape political narratives and legitimacy. The research has significant implications for political strategists, communicators, and academics interested in the intersection of media, politics, and culture.