“THEY’RE EATING THE DOGS, THEY’RE EATING THE CATS!”. En analys av politiska memes under USA-valet 2024

Abstract

In an era where political communication is increasingly shaped by social media, internet memes have emerged as powerful tools for conveying messages, shaping public opinion, and generating affective narratives. This study explores how political image-based memes were used as a communicative instrument during the 2024 U.S. presidential election, with a focus on how content and form interact to express political ideas and construct public discourse online. The analysis is guided by three research questions concerning the representation of presidential candidates, the visual and stylistic elements of memes, and the way they can both strengthen and question political stances. Using semiotic and textual analysis, nine curated meme series were examined to identify patterns in how images, text, and cultural references build political narratives. The analysis draws on theoretical frameworks such as framing (Chong & Druckman, 2007), satire (Vigsø, 2025) and Barthes theory about denotation and connotation (1964). The selected material was primarily sourced from the website Know Your Meme as well as pop-cultural articles. The results show that memes are used to both glorify and ridicule the presidential candidates, Donald Trump and Kamala Harris. Trump is either depicted as incompetent or as a criminal, and Harris is reduced to a caricature by exaggerating her body language, laughter or gender in ways that question her authority. These portrayals demonstrate how memes act as framing devices, where visual and stylistic elements shape public interpretation of political figures. Furthermore, the political memes that circulated during the 2024 campaign were characterised by satire, irony and pop culture references. A common feature is the use of humour and simplification, which makes content accessible and engaging but also risks trivialising complex issues. Image series referencing TV shows, music, or viral memes often rely on shared cultural knowledge and serve as markers of in-group belonging. This makes memes a form of cultural capital and identity-driven communication. The study also finds that memes are ideological tools. They reinforce existing beliefs and frequently rely on stereotypes or polarised representations. By establishing a strong “us versus them” narrative, memes foster affective communities that solidify political identity but risk exacerbating polarisation and diminishing room for nuance. This supports earlier research describing memes as discursive weapons in the digital public sphere (Milner, 2013). Finally, the study reflects on the meme as a form of participatory journalism, a visually driven, accessible mode of political communications where users are not only consumers but also producers of content. Participation in meme culture is, in itself, a political act. For future research, the study recommends quantitative approaches to measure the effects of memes on voter attitudes, as well as a deeper focus on AI-generated memes and their implications for credibility, virality and political discourse. Overall, this study offers insight into how memes function as contemporary political expressions and how they shape our understanding of candidates, campaigns and broader societal ideologies.