Memetic commemorations: remixing far-right values in digital spheres

Tommaso Trillò*, Limor Shifman

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

19 Scopus citations

Abstract

This paper examines memetic content as a window into the values expressed by far-right constituents. Our main premise was that far-right memes are a site of interaction between two types of values: those of the far-right as a social movement and those characterizing memetic communication on social media. We studied this notion through a case from Italy: the photo-based meme genre of ‘alternative calendar commemorations’ that memorialize events or figures important to the far-right imaginary. A multi-modal qualitative analysis based on Schwartz’s theory of personal and political values yielded mixed results. As expected, we found strong appeals to collectivistic values such as patriotism and tradition. Yet some of the individualistic values associated with memes, such as self-direction and authenticity, were also evident in the corpus. We conclude by discussing how this blend of values challenges both well-established value theories and perceptions about the political work of far-right memes.

Original languageAmerican English
Pages (from-to)2482-2501
Number of pages20
JournalInformation Communication and Society
Volume24
Issue number16
DOIs
StatePublished - 2021

Bibliographical note

Publisher Copyright:
© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Keywords

  • Far-right
  • Italy
  • political memes
  • social media
  • values

Fingerprint

Dive into the research topics of 'Memetic commemorations: remixing far-right values in digital spheres'. Together they form a unique fingerprint.

Cite this