EXPRESSION OF POLITICAL IDENTITY THROUGH THE USE OF MEMES

Abstract

The study titled “Expression of Political Identity through the Use of Memes” delves into the captivating intersection of political identity and meme expression within the Pakistani context. The study has three main objectives and this study aims to shed light on the transformative power of memes. Firstly, it seeks to unveil the role of memes as influential tools in shaping the complex narratives that surround political discourse. Secondly, it explores the dynamic influence of memes on enhancing political engagement and driving active political participation. Lastly, the study undertakes a thorough content analysis of political memes in Pakistan. In addition, a mixed methodology has been utilized for present study. For the first two objectives, questionnaires and hybrid interviews were administered to 30 participants selected from PMAS Arid Agriculture University Rawalpindi. Simultaneously, a digital content analysis involving Facebook and Instagram platforms was conducted to dissect 25 memes spanning from January 2020 to July 2023. Thus, this comprehensive approach sheds light on the interplay between political memes, identity articulation, and the changing nature of modern political discourse in Pakistan. Keywords: Political Identity, Political Participation, Narrative Building, Political Discourse, Political Engagement, Meme