Political themes in memes
An exploration of Ghanaian online memetic discourse
Keywords:
social media, Ghana, memes, cartoons, African rhetoric, sika mmpe dedeAbstract
In a dynamic world where the line between the virtual and the physical is blurred, the power that memes produce in social change in both worlds cannot be overstated. Meme scholars acknowledge the growing interest in its unfolding utility across cultures. Specifically, in this study, we shed light on how African cartoon memes have become a tool for seeking change in socio-political spheres. Analyzing three memes created by Ghana’s renowned artist, “Tilapia Da Cartoonist,” henceforth known as Tilapia, we engage with a rhetorical criticism that specifically utilizes Kenneth Burke’s perspective by incongruity to uncover how memes are a form of public argument that use humor, satire, incongruity, and indigenous artistic techniques to problematize political rhetoric. As a media activist, Tilapia capitalizes on visual discursive strategies to educate and incentivize the Ghanaian citizenry to demand change in online spaces as well as tête-à-tête where economic and political crises affect citizens. We conclude by discussing the importance of analyzing this new rhetorical trope – memes – as well as posing questions for future research.
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