Memetic commemorations: remixing far-right values in digital spheres

This paper examines memetic content as a window into the values expressed by far-right constituents. Our main premise was that memes are site of interaction between two types values: those social movement and characterizing communication on media. We studied this notion through case from Italy: photo-based meme genre ‘alternative calendar commemorations’ memorialize events or figures important to imaginary. A multi-modal qualitative analysis based Schwartz’s theory personal political yielded mixed results. As expected, we found strong appeals collectivistic such patriotism tradition. Yet some individualistic associated with memes, self-direction authenticity, were also evident in corpus. conclude discussing how blend challenges both well-established value theories perceptions about work memes.