Political Memes in Canada: Participation and Justin Trudeau

Abstract

An image macro meme is a visual expression or representation of culture that is used prominently in modern communication and is rapidly shared from person to person. Generally, as the meme is shared the meaning is altered, creating a varying message, different from the original image and its originating context. Communication scholars have studied this form of visual communication in general. Within online communities, memes featuring political figures function as means of socialization, persuasion, critique, and satire and can often reflect alt-right activism. This thesis examines how memes featuring Justin Trudeau have emerged as powerful means of alt-right activism. Using qualitative methods of analysis, this research project is conducted using a multimethod approach, combining discursive analysis and formal analysis to critically analyze prominent memes of Prime Minister Justin Trudeau.