Memetization of political parties: transformation of political communication in the digital era

Abstract

The article explores the phenomenon of political parties' memetization as a contemporary trend in political communication. The research aims to analyze the key mechanisms of meme usage in political discourse and evaluate their impact on the transformation of political communication in the digital era. The methodological framework combines content analysis of political memes, comparative analysis of meme strategies employed by different political forces, and critical discourse analysis to examine the implications of memetization for democratic processes. The study is theoretically grounded in the works of modern researchers in political communication, media studies, and digital culture, which conceptualize memes as units of cultural information that spread through imitation and replication while acquiring social significance. The research identifies several levels of political parties' memetization: instrumental (using memes as tools for political marketing), structural (transforming organizational structures to accommodate meme logic), discursive (changing the articulation of political ideas through meme formats), and identificational (forming political identity through meme creation and sharing). The study reveals that memes function as effective tools for political mobilization, especially among younger voters, and contribute to the democratization of political communication by lowering barriers to political discourse. However, the memetization process also carries risks, including oversimplification of political discourse, increased polarization, and the spread of disinformation. The research demonstrates that Ukrainian political parties have adopted varying approaches to memetization, with different levels of effectiveness and strategic integration. The comparative analysis of meme strategies employed by major Ukrainian parties reveals significant differences in their content, targeting, virality, and overall effectiveness. The findings suggest that successful political memetization requires authenticity, ethical responsibility, and integration with other forms of political communication. The study concludes that memetization of political parties reflects broader transformations of the public sphere in the digital society and represents an important aspect of contemporary political processes. Understanding the mechanisms of political memes and their influence on political communication is crucial for developing democratic processes and fostering quality political discourse in the digital era.