The Rise of Meme Culture: Internet Political Memes as Tools for Analysing Philippine Propaganda

This research paper was aimed at providing a thorough content analysis on memes’ linguistic aspect and further understanding them in the light of their usage as political propaganda. A total 60 memes were culled from July 2016 to December 2018. According visual organization, they have ability create simplify complex narratives by employing primarily categories Shops, Text, Stacked Stills based Milner’s (2012) Taxonomy Meme Collectives. The humor signifiers mainly intertextuality, parody, binary opposition which highlighted how are contextual nature use exaggeration opposing concepts elicit humor. On other hand, vary respective denotations well connotations often point humanization discreditation. Lastly, for propaganda characteristics, possess all 10 Walton’s (1997) characteristics while audience perceived 9 out through conducted survey. proves that do potential be used tools because inherent manipulation furthered