THE INTERSECTIONS OF SEMIOTICS AND (DE)LEGITIMIZATION DISCOURSE IN SOCIAL MEDIA MEMES

Tri Indah Rezeki, Mulyadi Mulyadi, Amrin Saragih, Rusdi Noor Rosa

Abstract


Social media memes serve as potent tools of digital cultural expression, especially within political discourse. This study explores how memes utilize semiotic resources and (de)legitimization strategies to shape political narratives. Employing Van Leeuwen's frameworks of semiotics and (de)legitimization (2005, 2007), this research analyzes the visual and textual components of politically themed memes from various social media platforms. The study examines semiotic analysis and (de)legitimization strategies, including authorization, rationalization, moral evaluation, and mythopoesis. The findings reveal that memes effectively blend semiotic and (de)legitimization techniques to critique or endorse political figures and ideologies. These strategies amplify the memes' influence on public perception and engagement, underscoring their role in shaping political communication in the digital age. This research highlights memes' significance as a medium for political expression, offering valuable insights for political communicators, academics, and digital media strategists. By understanding the semiotic and (de)legitimization strategies employed in memes, stakeholders can better navigate the intersections of media, politics, and cultural representation.


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DOI: https://doi.org/10.3059/insis.v0i0.22721

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22721.g12658

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