The Role of Memes in Shaping Political Discourse on Social Media

Mohammad Awad AlAfnan

Studies in Media and Communication, 2025, vol. 13, issue 2, 1-10

Abstract: The article explores the role of memes in shaping political discourse on social media platforms, examining their influence on public opinion, political behavior, and the dynamics of ideological polarization. With the rapid proliferation of meme culture across platforms such as Twitter (X), Instagram, TikTok, and Facebook, memes have emerged as potent tools for political communication, serving as vehicles for political expression and instruments for reinforcing ideological divides. By analyzing political memes’ circulation, engagement, and sentiment, this study reveals how memes predominantly circulate within political echo chambers, fostering increased engagement within ideologically homogenous groups while limiting exposure to opposing viewpoints. Additionally, the emotional resonance of memes and their viral potential contribute significantly to their effectiveness in influencing political opinions and mobilizing support for political movements. However, the study also highlights concerns regarding the spread of misinformation and the role of memes in exacerbating political polarization. The findings suggest that memes facilitate political participation and awareness and challenge democratic discourse by amplifying divisiveness. The article calls for further research into the long-term effects of meme-driven political communication on voter behavior, civic engagement, and democratic processes.

Date: 2025
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