DIGITAL DISCOURSE: POLITICAL MEMES ON FACEBOOK AND THEIR IMPACT ON PUBLIC OPINION IN PAKISTAN

Abstract

This study explores the function and impact of political memes on Facebook in Pakistan, focusing on their role in promoting ideas and influencing public opinion. Utilizing a qualitative research approach, the study integrates audience reception analysis, content analysis, and textual interpretation to investigate both the language and visual elements, as well as the ideological foundations and persuasive techniques found in Pakistani political memes. Additionally, the study examines how Facebook users in Pakistan engage with and interpret these memes, assessing their effects on public discourse and political opinions. A sample of political memes from two Facebook pages, covering the period from 2018 to 2023, was selected for analysis. This time frame was chosen as it coincides with key political figures holding power during that period. The sample consists of four memes that represent a variety of political perspectives. The research applies Van Dijk's (2015) theory of social practices to analyse the memes' imagery and content. The findings of the study reveal that these memes mock the military's interference in democracy, ridicule politicians like Asif Ali Zardari and Shahbaz Sharif for corruption and inflation, and engage in personal attacks on Nawaz Sharif, using humor and religious references to influence public opinion. This study contributes to understanding the role of digital discourse in shaping political views and public debate in Pakistan.