A Linguistic Framing of (De-)legitimization Strategies in Political Memefication
DOI:
https://doi.org/10.17507/tpls.1602.21Keywords:
(de-)legitimization discourse, (de-)legitimization strategies, political discourse, memeficationAbstract
(De-)legitimization strategies in political memefication highlight the pivotal role of digital media in constructing and contesting political narratives. In recent years, the spread of misinformation, the growth of political polarization, and the rise of online activism have made memefication a significant force in contemporary political communication. This study investigates how political memes construct political discourse through (de-)legitimization strategies such as authorization, moral evaluation, rationalization, and mythopoesis. Using qualitative content analysis, it examined political memes sourced from social media platforms. The findings reveal that memes utilize humour, satire, and intertextuality to reinforce or undermine political legitimacy. The findings also confirm that memefication in political discourse employs all four (de-)legitimization strategies, demonstrating their role in shaping public perceptions and influencing political narratives. Additionally, memes contribute to ideological biases, influence voter behaviour, and simplify complex political debates. This study contributes to linguistics by exploring how language, multimodal elements, and intertextuality in memes function as strategic tools of (de-)legitimization in political discourse. It offers valuable insights into how digital political communication reshapes discourse structures, ideological alignments, and persuasive strategies. For linguists, this study provides a framework for analyzing the intersection of discourse analysis, semiotics, and digital rhetoric in today’s online political landscape. By highlighting the linguistic and semiotic mechanisms within memes, this research underscores the importance of media literacy in critically interpreting political narratives in digital spaces.
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