UNPACKING THE ROLE OF MEME CULTURE ON POLITICAL ENGAGEMENT IN THE DIGITAL AGE

Abstract

In an era dominated by digital media, political discourse has expanded beyond traditional formats into dynamic, image-based forms of communication. Meme culture, once considered a trivial facet of internet humour, has emerged as a potent tool for political engagement, particularly among youth populations globally. Memes, as reproducible cultural units combining text and imagery, simplify complex political issues into emotionally charged and highly shareable content. Recent global events such as the 2024 U.S. presidential election illustrate how memes function not only as tools of satire but also as strategic instruments of political framing and mobilisation, including through AI-generated “generative memesis.” While memes democratize access to political commentary and amplify marginalized voices, they also risk deepening polarization, oversimplifying discourse, and facilitating misinformation. In Africa, and Nigeria in particular, memes have become vital instruments of civic resistance, exemplified by the EndSARS movement, where digital satire and visual activism fostered transnational awareness and grassroots mobilisation. However, scholarly engagement with Nigeria’s memetic political sphere remains limited, often ignoring the decentralised, prosumer-driven nature of meme production. This paper provides a conceptual analysis of the paradoxical role of meme culture as both a catalyst for democratic participation and a conduit for discursive erosion. Positioned at the intersection of political communication, digital culture, and civic engagement, this paper explores meme structures, motivations, and platform logics to illuminate their growing significance in shaping political behaviour and public opinion in Nigeria and beyond.