Memes
ABSTRACT THE AFFECT AND EFFECT OF INTERNET MEMES: ASSESSING PERCEPTIONS AND INFLUENCE OF ONLINE USER-GENERATED POLITICAL DISCOURSE AS MEDIA In our modern media environment characterized by participatory media culture, political internet memes have become a tool for citizens seeking to participate actively and discursively in a digital public sphere. Although memes have been examined as visual rhetoric and discursive participation, such political memes’ effects on viewers are unclear. This study responds to calls for research into effects of internet memes. Specifically, this work represents early, foundational research to quantitatively establish some media effects of internet memes as a form of political, user-generated media. This study focuses on memes’ influence on affect, as well as perceptions of internet memes’ persuasiveness to look for evidence of motivated reasoning in consuming political memes. To establish effects of viewing political memes, an online, post-test only, qu...