Abstract

ECHEVERRIA VICTORIA, Martín  and  GONZALEZ MACIAS, Rubén Arnoldo. Memes as Political Entertainment. Reception, Uses and Meanings. Rev. mex. opinión pública [online]. 2019, n.27, pp.117-133.  Epub Aug 30, 2019. ISSN 2448-4911.  https://doi.org/10.22201/fcpys.24484911e.2019.27.66001.

Memes are one of the hallmarks of online communication through social media. However, the study of this kind of content is yet to be consolidated. Therefore, the aim of this paper is to foster the understanding of memes and their implications for political communication. In so doing, we conducted a study on the reception, uses and meanings of memes during the 2018 Mexican presidential elections. Due to its exploratory scope, this research draws on a qualitative methodology based upon focus groups. The main findings indicate that these messages simultaneously show pro and antidemocratic effects. That is, they boost the consumption of quality information, start conversations about political issues, and promote criticism of politicians and authorities. Nevertheless, they also foster cynicism and a sense of political inefficacy, as well as a superficial understanding of political affairs.

Keywords : Memes; politainment; political humour; 2018 presidential elections; Mexico.