Abstract
The digital meme is a disputed format in the current political and social debate. This paper explores the meme's features as regards its virality. The study combines qualitative and quantitative methodology to analyse a sample of political memes in Spain. The results show three key features: emotional topics. complex humour. and the digital social capital of meme-creators.
| Translated title of the contribution | Memes and politics. Why some political memes go viral and others dont? |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 579-613 |
| Number of pages | 35 |
| Journal | Ic-revista Cientifica De Informacion Y Comunicacion |
| Issue number | 16 |
| Publication status | Published - 27 Dec 2019 |
| Externally published | Yes |
Keywords
- Political communication
- Meme
- Social media
- Virality