IMPACT OF MEMES ON POLITICAL NARRATIVES: A CASE STUDY OF INSTAGRAM

Abstract

With a particular focus on Instagram as a digital communication platform in Pakistan, this study investigates the influence of political memes on the creation and modification of political narratives. Memes have become a potent type of user-generated content in the changing media landscape. They use humor, images, and text to convey difficult political concepts in an approachable and interesting way. The study intends to examine the characteristics of political memes, pinpoint their function in narrative framing, identify ideological biases, and evaluate their impact on young users' perceptions and political engagement. A purposely chosen sample of twenty political memes was subjected to content analysis, semiotic analysis, and multi-modal discourse analysis using a qualitative research design. The results show that political memes are primarily employed as satirical and critical tools, frequently focusing on political figures rather than policies. Ideological stances are often reflected in these memes, which reinforce particular political viewpoints and help create echo chambers. Humor was found to be a popular communication tactic that both increases audience participation and makes difficult political subjects easier to understand. The study also emphasizes how repeated exposure to meme content shapes perceptions and directs public attention toward particular political issues, especially among younger audiences. Memes promote political expression and participation, but they also run the risk of trivializing important issues and encouraging divisive viewpoints. Overall, the study emphasizes how memes play a dual role in modern digital culture as tools for political participation and manipulation.