Memes as Political Communication Tools
A Semiotic Analysis of the 2024 Indonesian Election Campaign
Keywords:
Political Memes, Semiotics, Indonesian Election, Digital Campaigning, Visual PoliticsAbstract
Purpose – This study investigates how memes functioned as political communication tools during Indonesia’s 2024 presidential election. In a media landscape increasingly shaped by visual culture and algorithm-driven platforms, memes emerged as potent instruments for shaping public perception, mobilizing supporters, and delegitimizing opponents. The research addresses the need to understand how visual–textual sign systems convey ideological messages and influence electoral discourse among digitally active citizens, particularly youth. Design/methods/approach – Using a qualitative semiotic approach informed by Roland Barthes’ denotation–connotation–myth framework and Peircean sign theory, the study analyzed 1,200 high-engagement memes collected from TikTok, X (Twitter), Instagram, and public Facebook pages between June and December 2024. Each meme was coded for visual and textual elements, cultural references, sign type, rhetorical strategy, and intended political alignment. Diffusion patterns for a purposive subsample of 100 memes were mapped to examine circulation dynamics. Findings – The analysis identified three dominant meme functions: legitimizing candidates through cultural resonance, delegitimizing opponents via humor and ridicule, and fostering in-group solidarity through intertextual references. Platform affordances shaped meme form and virality—TikTok favored audiovisual satire, while X amplified text–image macros. Memes condensed complex political messages into easily shareable signs, often blurring lines between satire, persuasion, and misinformation. Research implications/limitations – The study is limited to publicly accessible memes and excludes ephemeral/private content, potentially underrepresenting certain campaign strategies. Originality/value – This research provides a systematic semiotic account of memes in Indonesian electoral politics, offering methodological guidance for analyzing multimodal political communication in other emerging democracies.
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